Presentation on theme: "WMC, TUNIS Communication-for-Behavioural- Impact (COMBI) World Health Organization Mediterranean Centre for Vulnerability Reduction (WMC), Tunis Dr Everold."— Presentation transcript:
WMC, TUNIS Communication-for-Behavioural- Impact (COMBI) World Health Organization Mediterranean Centre for Vulnerability Reduction (WMC), Tunis Dr Everold Hosein, Communication Advisor 1st Meeting of the Subgroup on Advocacy, Communication and Social Mobilization at Country Level
WMC, TUNIS Overview of COMBI WMC – WHO’s international centre for social mobilization, training, and operational research – coordinates COMBI programmes, now present in over 40 countries worldwide.
WMC, TUNIS COMBI in Action Sri Lanka India Nepal Afghanistan Philippines Laos Malaysia Bangladesh Sudan Nicaragua Guatemala Ukraine Moldova Lymphatic Filariasis Dengue Fever Leprosy Tuberculosis Malaria HIV/AIDS Other Ghana Mozambique Zanzibar Tanzania Kenya Uganda Burkina Faso Myanmar Belize Brazil Costa Rica Dominican Republic Cuba El Salvador Honduras Indonesia Thailand Cambodia Bahamas St. Lucia Barbados Trinidad and Tobago SurinameEcuador Panama Venezuela Bolivia Liberia Angola Kazakhstan
WMC, TUNIS What is COMBI? 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.
WMC, TUNIS Planning Principle #1 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.
WMC, TUNIS Planning Principle #2 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.
WMC, TUNIS HICDARM: GETTING THE BEHAVIORAL RESULT First, we H ear about the new behavior then, we become I nformed about it and later C onvinced that it is worthwhile. __________________________________________________________________________________________________________ In time, we make the D ecision to do something about our conviction and later we take A ction on the new behavior We await next R e-confirmation that our action was a good one and if all is well, we M aintain the behavior
WMC, TUNIS Other Tools for the Situational Marketing Analysis Force Field Analysis SWOT Analysis DILO (Day in the Life Of) MILO (Moment in the Life Of) TOMA (Top of the Mind) Analysis
WMC, TUNIS THE FOUR C’S 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
WMC, TUNIS COMBI’s five integrated communication actions 1. Administrative Mobilization/ Public Relations/Advocacy 2. Community Mobilization 3. Advertising 4. Personal selling/ Interpersonal communication 5. Point-of-service- promotion
WMC, TUNIS Capacity in social mobilization should be built horizontally and vertically Involve key personnel responsible for social mobilization planning, implementation and management Build on existing infra-structure Promote public-private sector partnerships
WMC, TUNIS COMBI Guide 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
WMC, TUNIS TB COMBI Kerala/India Results 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.
WMC, TUNIS Some lessons learnt 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