Transcript COMBI Mexico Presentation E. Hosein []

1st Meeting of the Subgroup on Advocacy, Communication
and Social Mobilization at Country Level
WMC, TUNIS
Communication-for-BehaviouralImpact (COMBI)
World Health Organization Mediterranean Centre
for Vulnerability Reduction (WMC), Tunis
Dr Everold Hosein, Communication Advisor
Overview of COMBI
WMC, TUNIS
• WMC – WHO’s international centre for social
mobilization, training, and operational research –
coordinates COMBI programmes, now present in
over 40 countries worldwide.
COMBI in Action
Lymphatic Filariasis
Dengue Fever
Leprosy
Tuberculosis
Malaria
HIV/AIDS
Other
WMC, TUNIS
Ukraine
Kazakhstan
Moldova
Bahamas
Afghanistan
Bangladesh
Dominican Republic
Nepal
Cuba
St. Lucia
Myanmar
Honduras
Belize
Barbados
India
Laos
Burkina Faso
Philippines
Guatemala Panama
Trinidad
Sudan
Thailand
El Salvador
Liberia
Nicaragua and Tobago
Cambodia
Malaysia
Costa Rica
Sri Lanka
Ghana
Ecuador Venezuela Suriname
Uganda
Indonesia
Kenya
Brazil
Tanzania
Angola
Zanzibar
Mozambique
Bolivia
What is COMBI?
WMC, TUNIS
• COMBI is carefully planned and monitored
social mobilization directed at the task of
mobilizing all societal and personal influences
on an individual and family to prompt
individual and family action with respect to
specific healthy behaviours.
• COMBI is social mobilization with a
behavioural bite.
Planning Principle #1
WMC, TUNIS
• COMBI Mantra #1:
Do nothing….
make no posters, no t-shirts, no
pamphlets, no videos, no caps, etc…
do nothing,
until one has set out specific, precise
behavioural goals orobjectives.
Planning Principle #2
WMC, TUNIS
• COMBI Mantra #2:
Do nothing….
make no posters, no t-shirts, no
pamphlets, no videos, no caps, etc…
do nothing …
until one has carried out a situational
“market” analysis in relation to
preliminary behavioural
goals/objectives.
HICDARM: GETTING THE
BEHAVIORAL RESULT
WMC, TUNIS
First, we
then, we become
and later
H
I
C
ear about the new behavior
nformed about it
onvinced that it is worthwhile.
__________________________________________________________________________________________________________
In time, we make the
and later we take
We await next
and if all is well, we
D
A
R
M
ecision to do something about our conviction
ction on the new behavior
e-confirmation that our action was a good one
aintain the behavior
Other Tools for the Situational
Marketing Analysis
WMC, TUNIS
•
Force Field Analysis
•
SWOT Analysis
•
DILO (Day in the Life Of)
•
MILO (Moment in the Life Of)
•
TOMA (Top of the Mind) Analysis
THE FOUR C’S
WMC, TUNIS
C = Consumer Need/Want/Desire
and Related Product/Service/Behavior. (No longer the “P” for Product.)
–We do not sell a product/service/behaviour
–We offer a solution to your Need/Want/Desire
–We do not create Needs/Wants/Desires; we
respond to what is there; if latent, we bring to the top-of-the mind.
C = Cost in relation to benefit/value and in relation
to the Competition. (No longer the“P” for Price)
–Not just price; but time, effort, etc.
–Reducing cost by incentives affects cost/value ratio
–Increasing value by brandingaffects cost/value
C = Convenience to get product or
service or to carry out behaviour.
(No longer the “P” for Placement)
C = Communication
Integrated, Engaged Communication—
Using the Five-Point Star Blend of Communication Interventions
COMBI’s five integrated
communication actions
WMC, TUNIS
1. Administrative Mobilization/
Public Relations/Advocacy
5. Point-of-servicepromotion
4. Personal selling/
Interpersonal
communication
2. Community
Mobilization
3. Advertising
Capacity in social mobilization should be
built horizontally and vertically
WMC, TUNIS
• Involve key personnel responsible
for social mobilization planning,
implementation and management
• Build on existing infra-structure
• Promote public-private sector
partnerships
COMBI Guide
WMC, TUNIS
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For health planners, programme
managers, NGOs, and other agencies
Offers comprehensive and innovative
managerial insight to planning social
mobilization and communication for
behavioural impact
Provides many examples of what has
and what has not worked
Introduces readers to 10 steps of
COMBI planning
TB COMBI Kerala/India Results
WMC, TUNIS
• Partial Implementation; based on data
provided by the State TB Programme
Impact Assessment – Sputum Examinations:
• Quarter # 1, 2003:
45, 497 patients getting sputum test.
• Quarter #1, 2004:
54, 808 patients getting sputum test
Government reported result: 20 % increase.
Some lessons learnt
WMC, TUNIS
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Well-researched behavioural goals focus efforts and results in clear,
consistent messages
Strategic planning is a pre-requisite to materials production and
communication training
Implementation commitment
Organizational restructuring
Working with competent local advertising agencies
Good possibilities for private sector partnership and support
May or may not need external personnel in implementation
Fosters two-way dialogue between “communities” and
services/organizations – improves community-organization
relationships