Social Mobilization Campaign (SMC)
KEY COMPONENTS OF SOCIAL MOBILIZATION CAMPAIGN CONCEPTUAL MODEL
Research and Verification:
This component uses a participatory research methodology called Theatre for Development, which involves collection of information using informal interviews, observation and listening. Play scripts are developed from the collected information and participatory drama performances conducted based on the findings and their accuracy verified with the community. The performances also serve to sensitize the target audience on the issues being explored.
Field Worker Training:
The training of government extension workers and their supervisors on community mobilization methodologies and facilitation skills provides the foundation for acceptability and sustainability. The training is a week to two weeks long depending on the background knowledge of the field workers and the end products are plans of action on how the extension workers intend to mobilize communities in their working areas. See photos.
Community Based Sensitization:
Sensitization of communities and training of key community target groups, such as community leaders, school management committees, and teachers on their roles and responsibilities, is the next step in mobilizing communities for change. These target groups collaboratively develop plans of action, which they implement to improve the quality of education at their local primary schools using readily available resources.
Village/Community Based Initiatives:
Schools and communities translate their action plans into a variety of community initiated interventions to solve problems revealed during the sensitizations (for example, establishing vegetable gardens to raise funds for school improvement or teaching life skills to orphans).
SUPPORT COMPONENTS
Mass Communication Interventions:
Using print and electronic media such as radio programs, newspaper articles (Impact of Media), banners, t-shirts, newsletters, calendars, and information brochures to show the impact of initiative is consolidated and expanded beyond the immediate beneficiaries.
Role Model Initiative:
This involves the identification and utilization of those groups or individuals that are performing well to motivate and mobilize those that are lagging behind. Role models have proven powerful grassroots change agents.
Stakeholder Involvement:
To influence policy and ensure sustainability, stakeholders and policy makers are informed and involved in the implementation, from regular briefing sessions and stakeholder meetings to attendance and participation at community based activities.
Monitoring and Assessment:
Ongoing monitoring and assessment ensures progress is being made. This is carried out at all levels (i.e. by the grassroots themselves, the field extension workers and their supervisors, divisional and regional managers, Ministry Headquarters officials, external monitors and project staff).
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