Education and communication

strategies for different

groups and settings
OUTLINE
Approaches to Nutrition Education
Social Marketing
Social Mobilization
Nutrition Advocacy
Community Organization
Approaches to Nutrition Education

• A way of means of reaching

something
Approach • A method used in dealing with or
accomplishing a project or a
program

• Plan of action resulting from an

Strategy approach intended to
accomplish a specific goal
Social marketing
• In the past, it was called advertising.
• Why do you think advertising is effective?

According to Jazmines (1998), advertising is effective because

people look at advertisement (since they are attractive and eye-
catching) for information.

Products mentioned in print ads or commercials seem more

available and more reachable compared to seldom-advertised or
“non-existent” brands.

Furthermore, ads are potent opinion molders

Social marketing
Example of a nutrition campaign:

VIDEO
Social marketing

• Laursen (1995) Seeks to achieve behavior change by using

consumer based marketing principles.

Target Populations needs > Service provider terms

Differences between Social Marketing
and Commercial Marketing
Commercial Marketing
Uses a standard formula
Funded by investments &privately
accountable
Delivers products which have clear
identity
Provides immediate satisfaction
Considers itself successful if market
share increases by 2-3%
Is motivated by profit
Normally sells positive purchasing
actions
Aims at people with purchasing power
Social Marketing
Requires a complex strategy
Funded by taxes/donations & publicly
accountable
Delivers product which are often
abstract
Is less immediately satisfying
Aims at achieving large market shares
of 30-90% increase (behavior change)
Is not motivated by profit
Sometimes involves avoidance
behavior
Frequently aims at poorest
populations
Social marketing
• A key hallmark of social marketing is DEMAND CREATION.
• Services, products or behavior to be promoted are accessible and
available to the audience.
• Thorough understanding of the audience wants, desires, values
and needs.

• The strategy adopts the four Ps of marketing, namely

product, price, place, and promotion.
Products
The behavior, good, service or program exchanged for a price.

• What are the benefits of the behavior change to members of the

target audience

• What needs or wants do they have that the product (behavior

change, program or policy) can fulfill?

• What is the competition for the product

Price
• The cost to the target audience member, in money, time,
effort, lifestyle or psyche of engaging in the behavior.

• What will the behavior change “cost” each target audience

member in money, time, effort, lifestyle or psyche?
• Do target audience members perceive the cost to be a fair
exchange for the benefit they associate with the behavior
change?
• How can cost be minimized
Place
• The outlet(s) through which products are available or
situations in which behavior changes can be made.

• What are target audience members’ perceptions of the place?

• What barriers (cost) does place create, and how can they be
overcome?
Promotion
• A combination of advertising, media relations, promotional
events, personal selling, and entertainment to communicate
with target audience members about the product.

• What is the current demand among target audience members for

the behavior change?
• What messages can best influence demand?
• What promotional materials and activities are appropriate for the
message?
• How can be those materials and activities best be delivered to
target audience members?
Social Mobilization
"a process of generating and sustaining the active and co-ordinated
participation of all sectors at various levels to facilitate and accelerate
the improvement of the situation of children, women, and other
vulnerable groups.

The need for social mobilization is based on the following concerns:

(a) children, and often women, are powerless;
(b) programme resources for solving problems are limited; and
(c) concerns for children and women go beyond a project basis.

The aims of social mobilization are to hasten the delivery of basic services and
to promote convergence and generate resources for children and women's
programmes“

(UNICEF, 1995).
Social Mobilization
Components of social mobilization are:
1. Information, Education and Communication
2. Training
3. Advocacy
4. Networking
5. Community Organizing
Advocacy
• Advocacy among policy-makers, key personalities, groups and
organizations.
• Advocacy is a planned communication effort to persuade
decision makers at policy, planning, and management levels to
adopt necessary policies and allocate resources for a cause.

Training of programme implementors

• Training enables personnel to acquire the necessary skills for the
delivery of services.
• The implementor also uses training to improve people's
knowledge, appreciation, and mobilization, of community
resources to achieve the desired outcome, usually for local and
individual empowerment.
Information, education, and communication (IEC)
• the development, production and distribution of appropriate
printed materials such as brochures, pamphlets, posters, leaflets,
and flyers;

• radio spots, plugs, jingles, documentaries, and schools on-the-air;

• video and other audio-visual materials like slide-tape

presentations and film showings; and

• messages integrated into communication programmes, services,

and products of allied agencies.
Networking, establishing
linkages, and building alliances
• This includes networking, establishing linkages, and building alliances
with those who can actually and potentially act on the problem.

• The implementor of social mobilization builds alliances and linkages not

only with families in the community, but also with institutions, agencies,
and organizations.

• Among potential allies of the community are the non-governmental

organizations (NGOs), people's organizations, self-help groups, and local
government executives.

• These networks allow communities to maximize limited resources and

services to a level where their inputs have a much greater impact.
Community Organizing
• Community organizing to empower parents, families, groups, and
the whole community, is used to build their capacity for problem
solving, decision making, and collective action, thus developing
and strengthening their networks.

• Community organizing allows community members to recognize

their problems and needs, decide on what they can do and how
they can act collectively, that is, pool ideas as well as human and
physical resources, and together benefit from all available
resources and services.
Social Mobilization Analysis
1. Definition and description of a situation on a problem.
• Nature
• Extent and distribution
• Family and social context
• Wider socio-economic context

2. Analysis of existing responses

• Caps or discrepancies between problems and responses
• Actions needed to reduce discrepancies

3. Assessment of unmet needs

• Legislative and policy reponses
• Progammatic or project responses
• Other action needed
Four levels at which Soc Mob reaches
out to the entire community
• Government Organizations and service
• Community leadership engagement
• Corporate and business mobilization
• Beneficiaries of the desired change are informed and
motivated through public awareness and other activities.
BIDANI
“Barangay Integrated Development Approach to Nutrition
Improvement.”

• It is a nutrition oriented “bottom-up” participatory multi-

disciplinary holistic development approach that is community
based where people generate their own development
program according to their problems, needs and resources
with several key components chosen and implemented by
people themselves.

• Infuses nutrition as an entry point, explicit goal and objective,

vital intervention component, deliberate outcome and
indicator of a development program.
ADVOCACY
• It is the active support, act of pleading or arguing in favor of
something, such as a cause, idea, or policy.

• Act of persuading people using verbal or non-verbal, oral or

visual communication to bring about a voluntary change in
judgment so that they will support a cause and adhere to a
belief they may not held before.

• It specifically refers to winning the political commitment of

national policy and decision makers.

• Advocacy for major health initiatives such as AIDS and MND

are often generated internationally.
Three Stages of Advocacy
Planning
• A sequence of decisions culminating in an agreement regarding
what will be done, where, when, how and by whom.

Preparation
• A series of actions including preparation of manpower,
development of advocacy materials, allocation of money and
management of the entire process.

Implementation
• Is a sequence of activities which are closely monitored and
evaluated to achieve the agreed upon objectives.
Four Categories of Audience for an
Advocacy Program
Beneficiaries
• Individuals or groups who stand to benefit directly from a positive
outcome of the advocacy interventions
Decision Makers
• Individuals or group with power or authority to take action to
bring about the changes being sought
Partners or Allies
• All individuals or group and organizations who hold a similar view
or position on the issue or cause and who are sufficiently
convinced and committed to join in a coalition to fight for a cause
Adversaries
• Individuals or groups that hold a view or position different from
or opposed to the issue or cause being advocated for.
Advocacy Strategies
• Advocacy by Vision – when you set eyes on a specific target
• Advocacy for Example – done when you show proof that the
program can work. “to see is to believe.”
• Advocacy by Mandate by full recognition of one’s duties and
responsibilities
• Advocacy by role modeling through enhanced credibility or
riding on the popularity of role model
• Advocacy by Alarm or Urgency that something must be done,
mentioning the consequences of inaction.
• Advocacy by Persuation of political safety and benefit that the
action has no political or financial risks and the benefits are
available.
Community Participation
• Is recognized as a crucial element of successful development
programming.

• It is an education process which enables community members

to identify problems and needs and increasingly assume
responsibility for planning and managing actions to address
the community needs hey agree to be necessary.

• Refers to community at primary level, where agenda is set by

beneficiaries themselves.

• In this approach, nutrition stands very little change of being

identified as a priority problem or priority need.
FOUR KINDS OF PARTICIPATION
• Cheap Labor Participation
• community will provide free labor and donate materials in the
spirit of self help.
• Cost Sharing Participation
• Advocates at least token contributions by community members in
cash or in-kind efforts.
• Contractual Obligation Participation
• Establishing a minimal local infrastructure to manage and
maintain service. (MOA)
• Community Decision-Making Participation
• Engages the genuine commitment and widespread support of the
community through a broad based education process and open
decision making processes.