Social mobilization sklls

1. SOCIAL
MOBILIZATION
SKILLS
M R S .NAGA MANI.T
D E P T O F C O M M U N I T Y H E A LT H N U R S I N G
Q UA L I T Y H E A LT H C A R E C O L L E G E O F N U R S I N G

2. INTRODUCTION
To Mobilize – a military terminology- means
“Prepare forces for action”.
Social Mobilisation is a process whereby
people are organised in order to enable them
to collectively think and act upon their
development.
 It is the cornerstone of participatory
approaches in rural development and poverty
alleviation programmes.

3. It is a powerful instrument in decentralization policies
and programmes aimed at strengthening human and
institutional resources development at local level.
Social mobilization strengthens participation of rural
poor in local decision-making, improves their access to
social and production services and efficiency in the use
of locally available financial resources, and enhances
opportunities for asset-building by the poorest of the
poor.

4. DEFINITIONS
Social mobilization is the process of bringing together all
societal and personal influences to raise awareness of and
demand for health care, assist in the delivery of resources and
services, and cultivate sustainable individual and community
involvement.
-WHO
A comprehensive planning approach that emphasizes political
coalition building, community action
- UNICEF
Social mobilization is the primary step of community
development for recovery from conflicts and disasters. It allows
people to think and understand their situation and to organize
and initiate action for their recovery with their own initiative
creativity.
-UN Habitat

5.  Social mobilization is a critical process that ensures
commitment to change. Though there is little consensus on
the exact meaning of the term, there is widespread
that for social mobilization to result in sustainable and
permanent change, it will require:
a willingness and commitment to change,
action that emanates from awareness,
dialogue and negotiation that facilitates respect for
differences and coordination of efforts, and
sharing of power through transfer of information, knowledge
and capacities.
-ILO

6. • Social mobilization involves planned actions
and processes to reach, influence, and
all relevant segments of society across all
sectors from the national to the community
level, in order to create an enabling
environment and effect positive behavior
social change.

7. • Often Social Mobilization word is interchangeably used
with Community Mobilization.
• Community mobilization uses deliberate, participatory
processes to involve local institutions, local leaders,
community groups, and members of the community to
organize for collective action toward a common
purpose. Community mobilization is characterized by
respect for the community and its needs.

8. IMPORTANCE
• Often social mobilization is perceived as simply
awareness raising or media activities. But, it is much
more than this.
• Social mobilization is an important means to
advance sustainable development policy by making
it more responsive and accountable to people’s
needs and demands.
• Social movements often emerge from a sense of
shared grievance and injustice, and “make visible
alternative ideas and concepts about the forms that
society (and development) should take.

9. • The Sustainable Development Goals can be
achieved by involving young people, women,
people living with disabilities, civil society
leaders and activists.
• Social mobilization is the backbone for
strengthening the community involvement. It
allows people in the community for:
Prevention and control of diseases requires
the co-operation and participation of the
community.

10. In order to make the community aware of the
benefits of disease prevention and control and
the role they can play.
Members of the community may have ideas or
resources to improve disease prevention and
control.
 Proper management of resources is the best
possible way for the development of the
community, we call this community mobilization
where people plan and do things, they take
charge, transforming their community and their

11. Social mobilization allows people in the
community to;
• Identify needs and promote community
interests,
• Promote good leadership and democratic
decision making,
• Identify specific groups for undertaking
specific problems.

12. OBJECTIVE
• to strengthen the capacity of community and
faith-based organizations to be fully involved
at all levels of the planning and
implementation of health programmes.
• Create awareness of an issue, help plan the
strength of a community
• Identify and meet the needs of the
community
• Active involvement of community in social
change

13. ELEMENTS OF SOCIAL
MOBILIZATION
It consists of the three distinct components;
• advocacy,
• social change and mobilization, and
• behaviour change communication.

14. • Advocacy is a process that involves a series of
actions conducted by organized citizens in order to
transform power relationships.
• The purpose of advocacy is to achieve specific
changes, program changes, or allocation of
that benefit the population involved in this process.
• These changes can take place in the public or the
private sector. Effective advocacy is conducted
according to a strategic plan and within a
time frame.

15. • Social change refers to any significant alteration
over time in behavior patterns and cultural values
and norms.
• Behavior change communication is designed to
achieve measurable objectives;
• it reaches and involves specific audiences and
positions health practices persuasively as a benefit in
the minds of the intended audience.
• behavior change is a process and that people
move through several intermediate steps before
change their behavior.

16. TYPES OF SOCIAL
MOBILIZATION
1. Mass Mobilization:
• Very large scale and often national
• Involves services of professional mass marketing
2. Community Mobilization
• Usually involves a change agent organizing or
mobilizing at the community level.
• Often involves civil society organizations working at
the grass roots/ School levels.

17. APPROACHES OF SOCIAL
MOBILIZATION BY MCKEE (1992)

18. POLITICAL MOBILISATION
• Political mobilization is a process by which a group
goes from being a passive collection of individuals
an active participant in public life
• Aims at winning political and policy commitment for
a major goal and the necessary resource allocation
realize that goal.
• Primary Method- Lobbying. (to influence business
and government leaders to create legislation or
conduct an activity)

19. COMMUNITY MOBILIZATION
• Community mobilization uses deliberate,
participatory processes to involve local institutions,
local leaders, community groups, and members of
the community to organize for collective action
toward a common purpose. Community
is characterized by respect for the community and
needs.

20. CORPORATE MOBILIZATION
• Corporate Mobilization: Aims at securing the
support of national or International companies in
promoting appropriate goals either through the
contribution of resources or the carrying of
appropriate messages as a part of their advertising
product labelling.

21. BENEFICIARY MOBILIZATION
• Beneficiary Mobilization: Aims at informing and
motivating the program beneficiaries through
training programs, the establishment of community
groups.

22. PRINCIPLES OF
SOCIAL
MOBILIZATION

23. Social mobilization efforts tend to be more effective
when they involve more personal and personalized
interactions between people who can relate to one
another.
Social mobilization efforts tend to be more effective
when reputation-relevant behavior is observable to
others.
Social mobilization efforts tend to be more effective
when they convey what relevant people think others
should do as well as what relevant people actually
do.

24. Social mobilization efforts tend to be more effective
when they align behaviors with the ways people
actually see themselves or would like to see
themselves
Social mobilization efforts tend to be more effective
when they leverage the structure of people’s
networks of relationships and the platforms that
maintain those networks.

25. Social mobilization is about empowering the poor
based on three vital parameters of power namely
a) Their own capital;
b) Their own knowledge; and
c) Their own organizations.

26. STEPS FOR SOCIAL
MOBILIZATION
Phase –I
Identification & Formation of SHG (Self
Help Groups)
A self-help group (SHG) is a village-based
financial intermediary usually composed of
between 10-20 local women.

27. STEP –I
COLLECTION OF INFORMATION ABOUT THE
VILLAGE THROUGH PRA METHODS.
(PARTICIPATORY RURAL APPRAISAL)
The following information is required.
Collect information regarding the needs of the community and
analyse resources available.
 income of the community members and seasonality of crops
and agriculture activities;
 Social &Resource Mapping-Availability of natural
resources/location of households, location of drinking water
facilities, grazing land, cultivatable land, forest;

28. Skills available;
 Markets existing;
 People‟s perception on Poverty,
Affinity groups available in village
 Wealth ranking Exercise

29. Step II
Meeting with men and women in village and
explain to them the purpose of the intervention.

30. Step-III
Conducting 4-5 meeting over the 4-5 months
and set an agenda for each meeting
Talking about family issues/Community issues using the data
collected.
 Talking about saving and lending;
 Talking about the self help concept or self help groups;
Talking about rules and regulations in self help groups.
Familiarize members with Books to be maintained in SHG;
 Electing Representative and explain responsibilities of
Members; and
Giving the group a name and helping them open a Bank
account.

31. PHASE -II STABILIZATION PHASE
1. Making them to attend their meetings on regular
basis;
2. Encourage members not only to save but to also
start lending to their members for both productive and
consumption purpose.;
3. Assist them with Books and help them write if they
cannot write;
4. Take up Gender Issues in training and invite men to
attend gender training;
5. Take up Numeracy and literacy Classes;

32. 6. Organize a Common Action Programme e.g. Tree
Plantation, Cleaning Drive, Health Programme, or
Building up a water source. One can plan the activities
with the villagers and facilitate them to organize it.
7. Bringing Bankers, Government Officials from Other
Departments, Health, Agriculture, BDO, and Soil
Conservation to interact with the Self help groups and
organize a meeting;
8. Next step is to organize Training programme and
capacity building training to the SHG groups.

33. 9. At this stage it is necessary to organize SKILLS Trainings to
SHGs. Skill training can be conducted according to their interest
or based on existing skill.
For example skill training may be conducted for
a) Training in handicrafts;
b) Agriculture;
c) Horticulture; and
d) Training in animal care etc,
10. Grading of SHG may be done at this stage.
By now SHGs are well prepared to receive external assistance from
government schemes or banks like nationalized or co-operative or
any other source.

34. PHASE –III WITHDRAWAL
• By the end of the 15 months of continuous
working with the SHGs, preparation can be
done to withdraw the support to SHGs.
• Start by reducing the attendance to their
meeting but continue to monitor them and
teach them how to access themselves.

35. PROCESS OF MOBILIZATION IN
BRIEF….

36. BENEFITS OF SOCIAL MOBILIZATION
• Social Mobilization process helps in attaining the below
mentioned benefits:
people realize their power;
building people‟s confidence on NGOs;
realizing the importance of forming of SHGs.
In the process, number of groups may increase.
Women start saving regularly.
Increase community participation.
Achieve cost effective ways to achieve sustainable goals.

37. BENEFITS…
Women get the capacity to solve their problems by
themselves.
Helps to improve program designs.
Develops team spirit among people to work for a
common goal.
Motivation will increase and generated among women.
Level of awareness will increase.
Increasing community ownership and sustainability.
Once the women economically empowered and able to
take decisions, the study shows that the women will
contest in local body elections and become elected
representative in Panchayat Raj Institutions and become
respective positions within the village

38. SOCIAL MOBILIZERS:
The whole mobilization process depends upon one single person
who is an influential volunteer, the opinion and decision maker,
active volunteer - Social Mobilizer.
Characteristics of Social Mobilizer includes:
• Active and commanding
• Able to influence others, people seeks his/her advices, opinions, can
gather on call.
• Good Communication skills
• Raising awareness
• Has been instrumental in community work
• Generates discussion
• Collate information
• Resolves conflicts
• Evaluates the activities

39. ROLES & RESPONSIBILITIES OF SOCIAL
MOBILIZERS:
• Roles:
• Interacting with local
influencers
• House to house visits
• Registration of eligible
people
• Hold informational
with local groups
• Coordinate with health care
teams
• Coordinate announcements
in community centres such
mosque, schools, market
,and tea shops
• Motivate and train people
• Responsibilities
• Vulnerable Outreach
Communities visits
• Coordination
• Assist informal education
hygiene promotion
as required in the field.
• Regular communication
• Provide training and
• Reporting

40. SOCIAL MOBILIZATION- SKILLS
• Communication
• Patient Listener
• Decision Maker
• Committed
• Command
• Negotiation
• Values Cultural
differences
• Volunteer
• Facilitation
• Non Judgemental
• Effective Manager
• Accountable
• Leader
• Honesty
• Investigator
• Good Observer
• Resourceful
• Coordination

41. ROLES OF STAKE HOLDERS IN SOCIAL
MOBILIZATION
• National Policy makers: Those who can make
policy and progam decisions, well allocate
needed resource for services.
• Media: Those which an help create and
sustain public support for a social product
and can also encourage service vigilance.
• Program administrators: Those who can
chart the course of action of the program
can put in more resources such as additional
funding and increased manpower.

42. • Service Providers: Those who have direct access to
the intended beneficiaries and are often credible
sources of information on the programs.
• Traditional Leaders and Religious Leaders: Those
who can set up information exchange systems
the community and can also play important roles in
ensuring cooperation among members of the
community.
• Parents/Family Members: The critical participants in
the program since they are the ultimate
of the social product.

43. LIMITATIONS/BARRIERS OF SOCIAL MOBILIZATION
• Limitation of resources
• Age differences
• Cultural influences
• Negative minded audience
• Irrelevant topics
• Time consumption
• Inadequate incentives
• Political misuse of resources

44. SUCCESSFUL SOCIAL MOBILIZATION-
CASE ANALYSIS
Case Study 1
• Total sanitation programme in Avanur Gram Panchayat,
Kerala, India
• This example of successful mobilization of the entire
community by a Gram Panchayat to meet a basic need
been widely recognized. It has brought national honour
and a cash prize to the Panchayat.
• In 1996, a survey held in the Avanur Gram Panchayat in
Kerala, State found that over 2 000 of Avanur‟s 5 000
households were too poor to afford basic sanitation
facilities.
• The Gram Panchayat President convened a series of
awareness-building meetings for all families below the
poverty line.

45. • As an outcome of these meetings it was agreed that
the Gram Panchayat would provide building material
to all the families living in below poverty line for a
sanitation unit, with the condition that each
beneficiary family would complete 20 percent of the
work on its own.
• The meetings focused on awareness-building of
women as main beneficiaries. Much to the surprise of
all, the campaign was successfully completed 12
within three months. The Gram Panchayat spent only
20 percent of allocated resources because 80 percent
of the work was done by the beneficiary families
themselves. In this way, a total 12 million worth
assets has been created for the poorest families.

46. Case Study 2
• Total housing scheme in Avanur Gram Panchayat, Kerala State, India
The Avanur Gram Panchayat used the cash award of Rs 1.2 million
start a Total Housing Scheme for families living in below poverty
• Gram Panchayat could able to built 500 houses during the period
1997-2000. The Gram Panchayat gave Rs 20,000 to each family in
three stages as a grant.
• The beneficiary families contributed their own labour and material
worth Rs 30,000 for each unit. The scheme created assets worth
more than Rs 25 million.
• The Gram Panchayat has also successfully implemented a drinking
water scheme and neighbourhood units in Avanur, and was
the „Best Panchayat‟ in Kerala for its innovative work.

47. CASE STUDY 3
• The Janmabhoomi programme in Andhra Pradesh: a
learning model for capacity building for participatory
local development planning Janmabhoomi was
launched in January 1997 as a mass mobilization
effort to involve people in planning, development
and decision making for rural development through
PRIs in Andhra Pradesh.
• It aims to take the administration closer to the
people, make it more responsive to their felt needs
and to promote transparency and accountability in
public affairs.
• It is also directed against the caste system. It has
specific programmes for disadvantaged groups like
Women, the Scheduled Castes and Tribes and people

48. • Janmabhoomi has activated the Gram Sabha, which is
convened every three months and presided over by
the Sarpanch, the Mandal president, the ward
member and government officials.
• The above examples show us how:
1. Work Together – Have Fun Together!
2. Consolidation will Help to Solve the Urgent
Problems Successfully
3. Forum on Social Mobilization: When the Dreams
Come True

49. SUMMARY
• Social Mobilization is a broad scale movement to engage
people's participation in achieving a specific development goal
through self-reliant efforts.
• It involves all relevant segments of society: decision and policy
makers, opinion leaders, bureaucrats and technocrats,
professional groups, religious associations, commerce and
industry, communities and individuals.
• It is a planned decentralized process that seeks to facilitate
change for development through a range of players engaged in
interrelated and complementary efforts.
• It takes into account the felt needs of the people, embraces the
critical principle of community involvement, and seeks to
empower individuals and groups for action.

50. REFERENCES
• https://SOCMOB_TRAINING_MODULE_SOMALIA__2__%28A
utosaved%29.pdf
• https://www.who.int/healthpromotion/social-mobilization/en/
• http://www.fao.org/3/ad346e/ad346e07.htm
• “social mobilization”– ILO, www.ilo.org › ipecinfo
• https://slideplayer.com/slide/6992330/
• IGNOU(2017). Public Health and Primary health Care Skills.
ISBN:978-93-86607-98-0

51. THANK YOU