At the end of the module, you should be able to:

 Describe the different models and frameworks for social mobilization

 Develop a model appropriate for your social mobilization program

To jump-start this discussion, assuming that you are going to develop a social

mobilization program for Mental Health awareness, which framework are you going
to adopt? From your chosen framework, what changes are you going to make (if there
is any) to fit in to your audience' situation and needs?

I would like to share my insights in response to your report, Ma’am Lorena.

Although, not included in the report, I would like also to share the Social Mobilization Framework of
Navarro (1996) as included in DevCom 208: Communication, Social Marketing, and Social Mobilization
by Velasco, Cadiz, & Lumanta (1999) that can be adopted for a mental health awareness program.
Although the framework seems to be too classic, it is still one of the basic tool and guide for budding
socmob planners.

1. Social Mobilization Framework (Navarro, 1996)

The Social Mobilization Framework (Navarro, 1996 as
cited by Velasco, M.T., 1999) can be practically
adopted as a tool to guide a mental health awareness
campaign since it integrated relevant social
mobilization major process and elements. These are:
advocacy, networking/alliance building, community
organizing, and capability building, in which are
facilitated by communication. In this framework,
communication is situated at the center which serves
as the ‘hub’ of the social mobilization effort. This
means that communication is a powerful tool in
facilitating the the process of social mobilization in
order to achieve the desired action of the
stakeholders.

For a mental health awareness program, community organizing could be best used to empower local
leaders, parents, families, groups, and the whole community (Stuart, 1995 as cited by Velasco et al,
1999). Velasco et al (1999) stated that community organizing is the basic element in mobilization at the
grassroots level.

This also implies that all stakeholders including individuals and community groups would have an
avenue to identify and understand well their own issues that affects their lives, and would have a chance
to think of solutions from their level to improve their situation. When a community wants to prevent, to
cure, and to improve the situations of the individuals suffering from mental health problems and the
stigma, they will have to take the initiative to improve the situation, and as they do the process, they
discover what they can do to solve the problem. In this scenario, empowerment has taken place,
according to Valdecana et al (1996) as cited by Velasco et al (1999).
Community organizing activities would enable people to perceive the problem, recognize what they can
do, and eventually work their way out of it (Velasco et al, 1999). In community organizing, a project
manager for social mobilization can initiate group discussions with the stakeholders and enable them to
participate in the problem identification and solving, and eventually own the intervention.

Secondly, Advocacy is an important element of socmob. Valdecana, et al (1995) as cited by Velasco, et al

(1999) defined advocacy as one way of “convincing, persuading, and motivating individuals and entities”
to understand that there is a problem existing where it needs appropriate policies and strategies that
can be adopted to solve the problem.

According to Velasco, et al (1999), there are two things constantly associated with advocacy efforts.
These are: Policy Support and resource generation. For a mental health awareness program, policy
support can be used to seek help from legislators, planners, politicians, etc. to create sound policies and
laws that would improve the well-being of individuals suffering from mental health disorders and to
improve the mental health care practice and services. On the other hand, resource generation would
follow as it seeks additional funding provision for the program.

Third, socmob implementers can also use capability building to enhance the knowledge, attitude, skills
and competencies of the people

Thus, communication as one important element of social mobilization will be primarily aimed at:

 Facilitating strategic communication approach in every aspect of the project which includes
identification of sources of messages, messaging, selection of appropriate media, etc.
 Serving as a linker among partners and other stakeholders in various activities set in the plan;
 Providing information for problem solving, decision-making, and collective action in community
organizing;
 Facilitating the learning process in capability building; and

Facilitating dialogue in the IEC campaigns and related activities.