1. Social Mobilization Campaign Against Polio 2006 June 2006

2. Objectives:  To increase awareness about the importance of vaccination against polio.  To ensure community involvement in enhancing routine vaccination.  To change negative norms through strategic communication (To change behavior among refusers).  To enhance intersectoral collaboration (Ministry of Endowment, MOE, MOI, MOY, etc).

3. Background:  Responding to the epidemiological situation, two supplementary rounds have been conducted targeting all children under 5 in 14 governorates.  The strategy of the campaign in focusing on quality, demanded a new approach in social mobilization.

4. Preparation of the campaign:  Meeting with HE coordinators from governorates.  Distribution of IEC materials developed in the NCHEI.  Coordination with MOI (TV, local radios, press) & provide them with materials.  Meeting with officials from MO Endowment, MOE, MOY, NGOs at the governorates level for social mobilization.

5. Preparation of the campaign:  Distribution of extra copies of the training film for health workers.  Press conference: With media representatives from radio, television & newspapers (government & opposition).  Preparing the launching at both central & peripheral levels.

6. Launching of the Campaign: I. At the national level: By H.E. Minister of Health & Population. II. At the governorate level: Governors & local councils. All launching activities were covered by different media channels.

8. Interpersonal Communication  Raising awareness through mosques:  AlJoma ’ Prayer.  After daily prayers  Through pamphlets & posters.

9. Raising Awareness In Schools Coordination with MOE in all governorates.  Invitation for vaccination (from students to parents).  The Schools ’ Radio.  Lectures by teachers.  The Wall Magazine.

10. Cars’ Megaphones & Amplifiers  4w drive cars for each district for announcements about the campaign.  Daily visit to remote areas & markets.  5 days work.  Coordination with teams to proceed them.

11. Information Materials  Banners.  Posters.  Stickers.  Invitation.  Cars tapes.

12. 766 Banners

13. 6 in 2006 Brochures

14. 40,000 Posters

15. 500,000 Invitation - Importance of vaccination & the frequent rounds. - Age group. - Strategy of the campaign (house to house). - Date of the round. - Safety of the vaccine. - Collaboration with teams. - Importance of routine immunization.

16. 750 Tapes - Announcements - Songs - Short Drama - Yemeni Nasheed (traditional songs) The tapes are provided to help HE coordinator in the districts. Cars Tapes

17. Mass Media Communication  TV: - Design & pretest. - Live interviews. - Field programs. - Interviews with community leaders. - Round table discussions. - TV Spots: 15 times daily broadcast. - News reports on the campaign. - News reports on the launching activities. - Monitoring & Evaluation.

18. Mass Media Communication  Radio: - Design & pretest. - Raising awareness through 10 local radio stations. - Reproduction of spots & flashes using local accents. - Interviews. - Reports. - Discussions - Monitoring & Evaluation.  Press: - Articles & reports. - Announcements. - Interviews. - Caricatures. - Monitoring & Evaluation.

19. Positive points during the campaign:  Using different methods & channels.  Non verbal impact of TV messages.  Local accents are used.  Involvement of different sectors (MOI, MOE, MOY, etc).  Schools ’ activities (Schedules, lectures, etc).  Local Radio stations.  Cars using megaphones.  Successful intersectoral coordination.  The role of Imams.  Awareness in markets & remote areas.

20. Weaknesses during the campaign:  Week distribution of materials in some areas.  No enough cars.  Language of some messages.  Rumors.  Fatawa by some religious leaders in some districts.

21. Challenges:  Assuring sustainability of vaccination.  Convincing public of the importance of continuing vaccination.  Availability of services/facilities.  Role of local councils.  Interpersonal communication.

22. Future Steps  Continuous awareness on routine immunization  Addressing of the main problems to better analyze them  Identifying and Profiling Audiences  Developing Communication Strategy  Developing Evaluation Plan  Feed back from different stakeholders

23. Thank you