ACSM Implementation Strategies
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The document outlines various strategies for implementing advocacy and social mobilization programs, with a focus on the USAID's Family Advancement for Life and Health (FALAH) framework in Pakistan. It details the necessity of formative research to identify barriers and opportunities while emphasizing collaboration between political, community, and governmental entities to enhance social mobilization efforts. Additionally, it proposes a set of 15 steps aimed at fostering behavior change to support these initiatives.
![The URC proposed framework for its
Communication Intervention Cycle Towards
Social Mobilization (Bandalaria, 2017)
Bandalaria, M. (2017). Module 6 Guide [COMM 380 Class handout]. University of the
Philippines Open University](https://image.slidesharecdn.com/380acsmimplementationstrategies-170504140941/85/ACSM-Implementation-Strategies-7-320.jpg)
ACSM Implementation Strategies
- 1. Advocacy and Social Mobilization: Implementation Strategies University of the Philippines -Open University Myrene Agustin Magabo Doctoral Student March 18, 2017
- 2. Overview: Coverage of this Report I.Module 6 Objectives and Guide II.ACSM Strategies: The URC’s Framework and USAID’s FALAH in Pakistan III.URC’s Implementation Strategies IV.An Outline of WHO’s Strategies V.Reflections and Concluding Thoughts VI.Collaboration and Discussion Questions VII.Proposed 15 Steps Behavior Change Strategies
- 3. Part I Module 6 Objectives and Guide
- 4. Module 6 Objectives and Guide At the end of this module, students are expected to be able to: 1.Discuss the various strategies which can be employed in implementing advocacy and social mobilization programs 2.Develop own strategy based on the context of the implementation of your advocacy and social mobilization programs. Module 6 Guide provides two important materials: •URC. Health Communication and Behavior Change. Retrieved from http://www.urc-chs.com/health_communication_and_behavior_change •USAID. Social Mobilization Strategy. Retrieved from http://www.popcouncil.org/uploads/pdfs/2011RH_FALAH- SocialMobilization.pdf
- 5. Part II USAID’s ACSM Strategies placed under the lenses of URC’s 5-step Cyclical Framework
- 6. USAID’s Implementation Strategies vis-à-vis URC’s Framework USAID’s Family Advancement for Life and Health (FALAH) is examined using URC’s 5-step Communication Intervention Cycle Towards Social Mobilization (Bandalaria, 2017).
- 7. The URC proposed framework for its Communication Intervention Cycle Towards Social Mobilization (Bandalaria, 2017) Bandalaria, M. (2017). Module 6 Guide [COMM 380 Class handout]. University of the Philippines Open University
- 8. An Overview of the FALAH Communication, Advocacy and Social Mobilization (CAM) Strategy Source: USAID. Social Mobilization Strategy. Retrieved from http://www.popcouncil.org/uploads/pdfs/2011RH_FALAH-SocialMobilization.pdf
- 9. In the implementation stage formative research or assessment can be done to analyze: 1. Outcomes of Advocacy Efforts 2. Impacts of Communication 3. Continuing or new barriers 4. Existing Opportunities 5. Unique Cases that arise 6. Effectiveness of Efforts 7. Need for New Strategies As can be seen in from USAID’s Family Advancement for Life and Health (FALAH) in Pakistan (“Social Mobilization Strategy,” pp. 1 – 6)
- 10. Results of FALAH’s formative research: USAID’s Family Advancement for Life and Health (FALAH) in Pakistan (“Social Mobilization Strategy,” p. 2)
- 11. Results also revealed barriers as areas for ACSM target efforts: USAID’s Family Advancement for Life and Health (FALAH) in Pakistan (“Social Mobilization Strategy,” p. 2) 1. Gender Relations – women in Pakistan are less empowered economically 2. Social or Religious concerns– family planning is perceived as “unnatural or wrong” 3. Fear of side-effects thus limiting adaption and continued use 4. Lack of knowledge on available services
- 12. Findings as Justification for
- 13. The FALAH ACSM uses the following Social Mobilization as identified by McKee (1992): • POLITICAL MOBILIZATION: to earn the political and policy commitment in order to have the necessary resource allocations to achieve goals. • GOVERNMENT MOBILIZATION: to gain the cooperation of service providers and other government organizations which can provide direct or indirect support to the program. • COMMUNITY MOBILIZATION: to attain commitment of local political, religious, social, and traditional leaders, as well as local government agencies, non-governmental organizations (NGOs), women’s groups and cooperatives. • CORPORATE MOBILIZATION: to secure the support of national or international companies in promoting development goals, in providing resources or carrying out advertising campaigns. • BENEFICIARY MOBILIZATION: to inform and motivate the program beneficiaries through trainings, establishment of community groups, and communication through traditional and mass media.
- 14. The FALAH Communication, Advocacy and Social Mobilization (CAM) strategy
- 15. Program Implementation with Monitoring Mechanism
- 16. It can be gleaned that monitoring is strategically conducted within the implementation activities: • Training • Health Service Providers Assessments • Peer Assessments • home visits • monitoring by partners • Supportive Supervisions
- 17. Lastly-- • Use of Checklists ensure documentation of evaluations of impacts • Training sustains dissemination • Home visits reinforces implementation • Redesign of strategies strongly possible
- 18. Part III URC’s Implementation Strategies
- 19. ("Health Communication and Behavior Change", n.d., p. 1)
- 20. ("Health Communication and Behavior Change", n.d., p. 1) URC’s Six Behavior Change Strategies can be classified into distinct efforts: Advocacy, Communication, and Social Mobilization.
- 21. Part IV Outline of WHO’s Strategies
- 22. WHO’s Key strategies of social mobilization include Advocacy efforts 1. Advocacy to mobilize resources and effect policy change 2. Communication through media and special events to raise public awareness 3. Alliance Building through partnership building and networking 4. Community Building and participation (WHO, 2006-2016) Adapted from: A Human Rights Approach to TB: Stop TB Guidelines for Social Mobilization, WHO 2001; as cited in WHO 2006 - 2016).
- 23. Part V Reflections and Concluding Thoughts
- 24. In the review of URC, USAID, and WHO ACSM Strategies, three salient insights surface: 1. Advocacy is the engine that drives Social Mobilization. 2. Communication propels advocacy & mobilization efforts. 3. Social Mobilization is advocacy in full realization.
- 25. However, looking through other strategic frameworks, some questions also seem to remain at large, such as: • Aren’t Advocacy and Social Mobilization so highly intertwined? • Is there really a clear distinction between the two when it comes to implementation strategies?
- 26. • Advocacy activities are within the Social Mobilization efforts? • Social Mobilization is within the advocacy efforts? • Social Mobilization has no formal advocacy program? Does it make any difference if…
- 27. These reflective questions triggered by the advocacy framework (Coffman and beer, 2015) as shown in slide 30, and social mobilization strategies (Castillo, 2013) as shown in slide 31.
- 28. In this Advocacy Strategy by Coffman and Beer (2015), communication and mobilization efforts are the working strategies: Source: Coffman, J. & Beer, T. (2015). The advocacy strategy framework A tool for articulating an advocacy theory of change. Center for Evaluation Innovation. Retrieved from http://www.evaluationinnovation.org/sites/default/files/Adocacy%20Strategy%20Framework.pdf
- 29. Source: Castillo, M. (2013). Social Mobilization Strategies. Presentation, SlideShare. For Castillo (2013), advocacy is listed along with IEC, Community Organizing (CO), Training, Alliance building, monitoring and evaluations as Component Strategies of Social Mobilization.
- 30. In the spirit of collaboration, you may opt to share in our discussion any of the following frameworks or implementation strategies that: 1. Provide or show distinct or separate Advocacy, Communication, and Social Mobilization strategies 2. Advocacy strategies that utilize social mobilization and/or vice-versa 3. Successful social mobilization through Communication and not necessarily though a specific advocacy program
- 31. Part V Proposed 15 steps to successful behavior change programs (adapted from Craig Lefebvre’s (2016) 12 Features for Successful Obesity Prevention and Control Programs)
- 32. The success of ACSM rely on behavior change and the following behavior change guidelines are hereby proposed: 1. Identify the Barriers, Challenges and Opportunities 2. Select and concentrate on priority groups or beneficiaries 3. Identify the value that each priority group could find in adopting the desired behaviors 4. Understand and address the incentives and costs of change – financial, opportunity, psychological, social, scarcity, etc. 5. Design messages, materials, services and behaviors that fit people’s reality 6. Position the new behavior as more compelling, relevant, and potentially more valuable to people when they practice it, in comparison to the alternatives 7. Test program strategies and elements before implementation 8. Do not rely solely on mass communication campaigns but communicate at the individual, interpersonal, group, and organizational and community levels. 9. Increase access to information, places, food choices and services that reinforce desired behaviors 10. Establish centers in strategic locations for distribution of materials and services, and create opportunities for members of the priority group to engage in behavior changing activities 11. Utilize community-based programs and citizen engagement to facilitate collaborations and create healthier environments and policies 12. Consider policies that include incentives and disincentives for activity behavior 13. Explore how social networks and social media can influence norms and diffusion of desired behaviors 14. Utilize Edu-entertainment (such as use of compelling stories through print, video blogs, tapping the Power of THONS, etc.) 15. Develop ACSM framework grounded on Communication Theories and Tactical Theories of Change
- 33. References Advocacy, communication, and social mobilization to fight TB A 10-year framework for action. (2006). http://www.stoptb.org. Retrieved from http://www.stoptb.org/assets/documents/countries/acsm/tb_advocacy_isbn.pdf Castillo, M. (2013). Social Mobilization Strategies. Presentation, SlideShare. Coffman, J. & Beer, T. (2015). The advocacy strategy framework A tool for articulating an advocacy theory of change. Center for Evaluation Innovation. Retrieved from http://www.evaluationinnovation.org/sites/default/files/Adocacy%20Strategy%20Framework.pdf dela Pena-‐Bandalaria, Melinda (2012) Advocacy and Social Mobilization COMM380 Module Guide University of the Philippines Open University Health Communication and Behavior Change. URC. Retrieved from http://www.urc-chs.com/health- communication-behavior-change McKee, N. (1992) Social Mobilization & Social Marketing in Developing Communities: Lessons for Communicators. Panang, Malaysia: Southbound.