Tool Kit 1

Assessing Social Mobilization

Purpose: To assess the presence of social mobilization elements and the stage of mobilization at the five societal levels.

I. Policy/Political Level

Formulated Policy/Legislative Action

• Comprehensive development policy: documented health status goals of children and mothers among stated priorities
• Health policy; intersectoral and community involvement strategy objectives

Public Agenda Setting

• Appropriate media, modern and traditional for specific audiences
• Support of opinion leaders via various channels
• Media events: press conferences, proactive forums and events
• Speeches, intersectoral and international meetings, public relations, publications, etc.

Resource Commitment

• Approved budgetary items for health goals in national plan

II. Bureaucratic and Technocratic Level

National Plan of Action

• Guidelines that recognize the need for inter and intrasectoral collaboration
• Plan for creation of intersectoral committees
• Adherence to sequence and schedule

Designated Responsible Officers

• Communication, advocacy, management, negotiation, community organization and development skills
• Management style which facilitates inter and intrasectoral decision making, committee formation and team building
• Strong interest in development and/or public health

Proper Orientation and Training

• New direction supported by bureaucrats and technocrats of various divisions within the sector
• Orientation, training, in-service retraining of cadres of various levels within the sector

Manpower Resources and Skills

• Implementing committee with multi-disciplinary members
• Advisory committee with representation of political, religious, civic, professional, and community organizations, private industry and media professionals

Technical Resources

• External technical advice and materials
• Mechanisms for contracting with organizations

Information System

• Collection, analysis, and interpretation of data at all organization levels
• Integrated management information system
• Data used by program managers for decision-making

Monitoring and Evaluation

• Structural, input, and impact monitoring and evaluation components
• Feedback mechanism leading to revision and action

Media and Message

• Appropriate choice of mass media channels
• Use of traditional communication methods
• Segmentation and analysis of target audiences
• Messages design for selected target audiences
• Evidence of formative research
• Messages communicated through products e.g. advertisements, posters, t-shirts, etc.
• Appropriate frequency of diffusion and rotation of messages including seasonal variations
• Appropriate use of opinion leaders, entertainers, credible spokespersons for message diffusion
• Solicitation of donations and use of free air time
• Adherence to schedule and sequence

Production of Information Materials

• Tailored materials for specific target audiences
• Rigorous pretesting and revision of products
• Adequate quantity and quality of products
• Targeted distribution
• Use of the principles of product, price, place and promotion in campaign design
• Adequate financing for cost-effective promotion output

Interpersonal Communication

• Development and implementation of appropriate interpersonal communication methods
• Training of health personnel in communication

Audience Response

• Audience research conducted and results used in program planning

Sustainability

• Appropriate maintenance strategies are included in program plan

III. Professional, Civic, and Social Level

Organized and Demonstrated Intersectoral Support: Commerce, Industry, Agriculture, Education, Media, Sports, Culture

• Multidisciplinary planning committees and presiding bodies established
• Human and financial resources committed
• Technical collaboration and availability demonstrated
• Coordinated intersectoral action and activities with agriculture, industry, rural development, etc. sectors

Alliances

• Documented partnership between health and media sectors
• Professional support from NGOs, religious/civic groups, women’s organizations, and businesses demonstrated
• Representatives of these groups selected to serve as members of planning, implementing, lobbying, and supervisory committees

Collaborators

• Persons responsible from each sector identified

IV. Community Level

Assessment of Status

• Health problems, behavior, and education needs assessed and integrated into the planning
• Existing social structure, resources, and organization researched

Support of Traditional and Government Leaders

• Traditional and governmental decision makers and religious leaders serve as members in advisory committees
• Involvement of leaders in speeches, meetings, supervisory responsibilities

Community Decision Input and Participation

• Identification of community groups and organizations
• Involvement of their representatives in planning, implementation and evaluation
• Community-specific goals and strategies defined and integrated
• Community meetings held with representatives present from formal and informal groups
• Evidence of two-way communication, individual responses and articulated needs integrated into program
• Creation of a variety of activities enabling target group participation
• Evidence of an increased number of participants in the activities

Training

• Local animators/mobilizers and community volunteers trained and upgraded

Physical and Financial Participation

• Material, manual, technical or monetary participation determined and adhered to by community

Evaluation

• Quantitative and qualitative evaluation carried out by community
• Results used in planning and mid-course review process

V. Family and Individual Level

Capacity Required

• Necessary skills acquired by families and individuals

Social and Technical Support

• Social support from peers and family for behavioral change and reinforcement
• Technical support from health services
• Availability of material and professional services

Behavioral Action

• Participation in community events
• Behavior change becomes practice

Linsteadt, J. and Ling, J., Tulane University

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