Module 5:
Social
Mobilization
and the role in
Social
Marketing
A report by Marie
Angelique Rivera
Objectives:
To define and understand social
mobilization
To understand the role of social
mobilization in social marketing and vice
versa
What is social mobilization?
Definition
Involved mostly on building national
consensus and carrying out a broad
educational process through all possible
channels (McKee, 1992)
What is social mobilization?
Definition
Involves all relevant segments of society,
from policy and decision makers to religious
associations, professional groups, opinion
leaders, communities, and inidividuals.
Socmob is decentralized process that seeks
to facilitate developmental change
through a wide range of players engaged
in interrelated and complementary efforts
(Ling and Wilstein, 1998)
Key personalities in Social
Mobilization
National policymakers
Media
Traditionalleaders and religious leaders
Local leaders
Service providers
Program administrators
Program planners
Parents/family members/general public
Approaches in social
mobilization
Political
mobilization
Government mobilization
Community mobilization
Corporate mobilization
Beneficiary mobilization
Social Groups in Partnership
According to de Jong, social mobilization is
based on the principle of social justice. It
refers to organizing society such that all are
expected to contribute to the common
good which will be made available to all
the members for their use and benefit.
Key strategies for social
mobilization: (by De Jong)
Mobilizingresources
Building partnerships
Networking
Community participation
Social mobilization continuum
illustration
Why have partnerships?
According to de Jong, there are different
types of resources available:
Technical
Public and private human resources
Financial
Public and private physical infrastructure
How will a partnership work?
Mutual respect and recognition
Information sharing with the partners
How will a partnership work?
Frequent discussions/meetings with
partners and other stakeholders
Clarity of roles and responsibilities
Forward thinking
Social marketing and social
mobilization in the 21st century
Social media
Social marketing and social
mobilization in the 21st century
Social media
Example: the Yellow Boat of Hope
Social marketing and social
mobilization in the 21st century
Corporate social marketing
Social marketing and social
mobilization in the 21st century
Corporate social marketing
Questioning the authenticity
Social Marketing for Social
Mobilization
Social marketing and social mobilization
Social Marketing for Social
Mobilization
There are four major types of social
mobilization that are necessary for a
social marketing program to proceed.
Social Marketing for Social
Mobilization
These are:
Social marketing for behaviour change
Social marketing for policy or advocacy
Social marketing for resource mobilization
Social marketing to influence or shape
public opinion
Social Marketing for Social
Mobilization
For behaviour change
AUDIENCE: Primary
Example: teenagers on smoking
EXPECTED OUTCOME: Adopt the desired
behaviour
Social Marketing for Social
Mobilization
ADVOCACY
AUDIENCE: policy makers
Example: law makers, organization leaders
EXPECTED OUTCOME: policy formulation to
support
example: municipal ordinance on plastic ban
Social Marketing for Social
Mobilization
Resource mobilization
AUDIENCE: donor agencies/stakeholders
who have the resources to support the
project
Example: UN, USAid
EXPECTED OUTCOME: to make resources
available
example: financial support
Social Marketing for Social
Mobilization
Influence/shape public opinion
AUDIENCE: general public
EXPECTED OUTCOME: for the public to express
opinion to support the adoption of the desired
behaviour
example: protection of child rights
Sources:
dela Pena‐Bandalaria, Melinda (2013) Social Marketing and Social
Mobilization for Development DEVC208 Module Guide University
of the Philippines Open University
dela Pena‐Bandalaria, Melinda (2012) Social Marketing and Social
Mobilization for Development DEVC208 Module Guide University
of the Philippines Open University
Velasco, et. al. 1999. DEVC208 Module (Social Marketing and Social Mobilization
for Development). pp1-9
Discussion:
For
the discussion part, I would like to hear
your answers to the following questions:
What other simple social projects have you
encountered which you think used social
media for marketing and mobilization?
What is your opinion in “corporate social
responsibility?”