SOCIAL MOBILIZATION
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Understanding Social Mobilization
Our Perspective:
Not to chase the Problem
* Empowerment
* Knowledge
* Skills
But help people get AHEAD of the
PROBLEM
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• Definition of Social Mobilization
• A process of motivating communities to
organize in a cohesive group for an
active participation towards their own
development.
• An integrative process where
stakeholders are stimulated to become
active participants in social change
using diverse strategies to meet shared
goals
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The process concerned with mobilizing
human and financial resources through
five main approaches.
1. Political mobilization
2. Community mobilization
3. Government mobilization
4. Corporate mobilization
5. Beneficiary mobilization
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• 1. Political Mobilization
• Aims at winning political and policy
commitment for a major goal and
necessary resource allocations to
realize that goal.
• Primary Method- Lobbying
• An attempt influences the decisions of
the politicians.
• May find lead to “Power Struggles”
• Flavoring one lobby group may alienate
another Lobby group
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• 2. Community Mobilization
• Aims at informing and gaining the
commitment of community leaders as
well as local government agencies,
Nongovernmental Organizations
(NGO’s), Women groups and
Cooperatives.
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• Tips on community mobilization
• 1. Know your community well and
understand their problems and their
needs.
• 2. Always listen to community member
carefully.
• 3. Be aware of existing health beliefs and
practices that exit in the community.
• 4. Take gradual steps to introduce new
practices.
• 5. Try to analyze community dynamics
and adjust to each situation.
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• 3. Government Mobilization
• aims at informing and enlisting the
cooperation and help of service
providers and other government
organizations that can provide direct or
indirect support.
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• 4. Corporate mobilization
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Aims at securing the support of National
and International companies in promoting
appropriate goals either through the
contribution of resources or the carrying of
appropriate messages as a part of their
advertising or product labeling.
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• 5. Beneficiary mobilization
• aims at informing and motivating the
program the establishment of
community groups and communities.
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• Key Elements of Social Mobilization
• 1. Partnership Building and networking
• 2. Community Participation
• 3. Media and special event to raise public
awareness
• 4. Advocacy to mobilize resources and
efficient policy change.
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Definition of Empowerment
Empowerment is the process of
people taking action to overcome the
obstacles to progress where this
action involves getting more control
over their situation.
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The Politics of Planning and
Management for Social
Mobilization
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Social Mobilization
Process for :
• Engaging people in action
• Redirecting existing or creating new
human and material resources for the
achievement of a society’s or community’s
social goals.
Aims at :
• Understanding
• Modifying people’s behavior, attitudes and
beliefs through a communication process
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Social Mobilization
- Process of bringing together all
feasible and practical intersectoral
allies to :
- Raise people’s awareness of and
demand for a particular development
program
- Assist in the delivery of resources
and services
- Strengthen community participation
for sustainability and self reliance
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Social Mobilization
“ Aims at self – sustaining social and
change through broad–based
participation of societal partners in
movements towards solutions of agreed
problems.”
It brings about institutional and personal
change by individual and group
empowerment through participatory
process of reflection, analysis and action.
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Social Mobilization
• broad scale movement
- to engage large number of people in action for
achieving specific development goal
• planned process
- that seeks to facilitate change and development
• it takes into account the:
- Felt needs of the people
- Embraces critical principle of community
involvement
- Seeks to empower individuals for action.
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SOCIAL MOBILIZATION
• Active participation of all and
any elements of society
- that can make a positive
contribution it health improvement
as part of an overall service
delivery program
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SOCIAL MOBILIZATION
• Social Mobilization is the process of
generating and sustaining the active and
coordinated participation of all sectors of
various levels to facilitate and accelerate the
improvement of the situation of children,
women and other vulnerable groups.
groups.
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Social Mobilization
Planned process enlisting the support and active
involvement of any all sectors within a society
that can play a role in:
- achieving an agreed social objective converging
interest and actions of institutions, groups and
communities towards the objective thereby
• mobilizing human and material resources to
reach it and
• rooting in society’s and in the community’s
conscience to ensure sustainability
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Social Mobilization Catalyzes
Action
• Creating awareness, knowledge, commitment
• Creates demand for services
• Promotes scaling up of projects for widen
implementation
• Widens participation of sectors
• Pools resources
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Social Mobilization
- begins with conscious recognition of problem(s)
and seeming lack of collective action
- generates acceptance of new ideas, attitudes,
- initiates discussion and decision making for
• political will
• action
• resource commitment
- bring together those effected by the problem
and those who have the solution
- Uses all available and potential communication
resources
- sustains awareness, cooperation, commitment
and action to achieve a common goal.
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Social Mobilization
Situation
Analysis
•Needs
•Problems
Program
response
•Service
coverage
•Resources
•Advocacy
•information,
education,
communication
•Alliance building
•Participative
management
•Institutionalization
•Capacity-building
•Community
organizing
•Monitoring and
evaluation
Empowerment
•Children
•Families
Sustainability
•Coverage
•Program
•service
•Mobilization
•Processes
•Capacity
building
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Net Working and Alliance Building
Social Mobilizations’ success depend on
identification of relevant individuals and groups
who can contribute to the achievement of the
program’s goals
PARTNERS ARE THOSE WITH WHOM WE WORK
DIRECTLY
ALLIES ARE THOSE WHO HAVE SIMILAR
INTERESTS AND PROGRAMS AS US, BUT WITH
WHOM WE MAY NOT WORK DIRECTLY
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Capacity Building
• Capacity building (people)
• Institutional development
(organization)
Social Mobilization can only be sustained if the
network of advocates and mobilizers are
continually expanded through capacity building.
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Institutional Development
• Seeks to improve the ability of the institution
to carry out it’s mandate mission and vision
and achieve it’s goals and objectives.
• Key levels : systems, processes, networks
financial capacity physical infra management
of resources.
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Community Organizing
• Individuals and community groups are
able to get a sense of what they can do
themselves to improve their situation.
Sustainability is possible when
action grows from community
participation and self- reliance
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Information, Education and
Communication
A set of accurate, timely, relevant and
consistent information on programs and
services in order to:
• Create awareness and understanding;
• Correct misconceptions
• Get to recognize problems and change
behavior
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Information, Education and
Communication
A set of accurate and consistent information
on the programs and services as a timely
response by those in the direct contact with
the communities.
IEC materials include: specialized print, e.g.
posters, brochures, audio-visual materials
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Advocacy
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Element which is focused on various
factors who could create the positive
environment for program or service
delivery.
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Arguing, pleading for the cause of
vulnerable members through promoting
better understanding of issues; and
elevating needs to higher levels of political
action.
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Monitoring and Evaluation
Monitoring
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Determining even in the beginning the kind of
information that will tell whether or not the various
actors SOCMOB effort are contributing to it’s
ultimate outcome. Predetermined criteria are used
for periodic checks towards goals.
Evaluation
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An assessment of whether or not the social
mobilization strategies actually be worked in the
practice.
Involves analyzing information and discussing data
with SOCMOB team members.
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Ten Factors to Consider When
Planning
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Goals and Objectives
Resources
Manpower
Performance Standards
Systems and Procedures
Delineation of Functions
Location or Venue
Time Frame
Indicators Of Success
Monitoring and Evaluation Mechanism
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Social Mobilization Planning
Mission,
Vision,
Program
Goals and
Objectives
Monitoring
and
Evaluation
Scheme
SITUATION ANALYSIS
• Social-Economic Political
Environment
• Problem/Needs
SOCIAL MOBILIZATION
ANALYSIS
• Political Will
•Service Providers KSA
•Target Beneficiaries KASP
•Gaps in Legislation,
Implementation of Laws
•Community Involvement
•Media Scene
•Resource Environment
•Institutional Capacities
OPERATIONAL
•Activities
•Expected Output/Outcome
•Time Table
•Responsibility Center
•Resources and Budgetary
Requirement
Desired Action
Objective
STRATEGIC THRUSTS
•Advocacy
•Information, Education and
Communication
•Community Organizing
•Networking/Alliance
Building
•Capacity Building
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Problem Tree Analysis
Problem tree analysis is central to many forms
of project planning and is well developed among
development agencies (Problem tree analysis also
called Situational Analysis) helps to find solution by
mapping out of cause and effect around an issue in a
similar way to a Mind Map but with more solution.
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•This brings several advantages.
•The problem can be broken down into manageable
and definable chunks(Pieces)
•There is more understanding of the problem and
its interconnected and even contractor causes.
•It can help establish further information, evidence
or resources are needed to make a strong case or
build a convincing solution.
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Problem Tree analysis is best carried out in a
small focus group of about six to eight people
using flip chart papers. The first step is to discuss
and agree the problem or issue to be analyzed.
The problem or issue is written in the center of the
flip chart and trunk of the tree.
• (Main Steam of a Tree) This becomes focal (Major)
Problem. Next the groups identify the causes of
the focal (major) problem then become the roots
and then identify consequences, which become
the branches. The causes and consequences can
be created .
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Problem Analysis
Is a set of techniques to : Analyse the existing situation
surrounding a given problem
condition
 Identify the major problems in this
context
 Define the core problem of a situation
 Visualize the cause-effect relationships
in a diagram (problem Tree)
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How to do the Problem Tree
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Identify major problems existing within
the stated problem situation (brain –
storming)
Write up the short statement of the core
–problem
Write up the causes of the core problem
Write up the effects caused by the core
problem
Form a diagram showing the causes and
effects relationship in the form of a
problem tree
Review diagram as a whole and verify its
validity and completeness
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Problem Analysis
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Word problems as negative conditions
One problem per card
Identify existing problems, not possible,
imagined or future ones.
A problem is not the absence of a solution,
but an existing negative state.
Not pesticides
available
Wrong
Harvest is Infected
by pests
Right
5. The position on the problem tree does not
indicate the importance of a problem.
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Problem Analysis :Bus Example
Impact
Loss of confidence
in bus company
Passengers hurt
or killed
Effect
Frequent
bus accidents
Major Problem
Causes
Drivers not careful
enough
Root causes
People are late
Bad conditions
of vehicles
Vehicles too old
Bad road
conditions
No ongoing maintenance
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Examples of Social Mobilization
Problems
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Lack of political will of national/local
leaders
Poor enforcement of laws
Lack of funds
Absences of legislation
Lack of skills
Low knowledge level
No community ownership of problem
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Setting Goals and Objectives
Setting Goals
• Seeks to improve Knowledge,
Attitudes Skills and Aspirations
(KASA) of service providers as well
as beneficiaries in order for them
to be able to do their jobs and
better participate actively in the
dynamic process of change.
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Objectives Analysis
Is a set of techniques to : describe the future situation
that will be achieved by solving
the problems.
 Identify potential alternatives
for the project
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How to do the Objectives Tree
Step 1 Restate all negative conditions of
the problems tree into positive
conditions that are:
 desirable and
 realistically achievable.
Step 2 Examine the “means –ends”
relationships thus derived to
assure validity and completeness
of your diagram.
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Objectives Analysis :Bus Example
Customers have a better image of the bus
company
Impact
Less Passengers
hurt
Effect
Frequency of bus accidents
considerably reduced
Broad objective
Specific
objectives
Passengers arrive
at scheduled time
Drivers drive
carefully and
responsibly
Vehicles kept in
good condition
Old vehicles are
regularly replaced
Road conditions
improved
Vehicles regularly
maintained and checked
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Write your Objectives the
SAMRT way
• S – SPECIFIC
• M – MEASURABLE
• A – ACHIEVABLE
• R – REALISTIC
• T – TIME BOUND
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Social Mobilization Project /
Program Proposal
• Background Information
• Problem statement / Situation
Analysis
• Goals and Objectives
• Strategies
• Operational Plan
• Organization and Management
• Monitoring and Evaluation
• Budget
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