Course Title: Health Education and

Promotion (PHS 323)

Course status: Core
Credit rating: 7.5
Total hours spent:75

TOPIC: Strategies for Health

Education
Strategies for Health Education
• Health education strategies are multifaceted
approaches used to empower individuals and
communities to make informed decisions and engage in
behaviors that support their well-being.

• They encompass various methods, including individual

and community-based interventions, policy changes,
and the utilization of educational technologies.
Strategies for Health Education
• Strategies used in health education to promote
positive behavioral changes include

• Information, education and communication (IEC)

• Behavior change communication (BCC)

• Advocacy, communication and social mobilization (ACSM)

Strategies for Health Education
• IEC focuses on providing information and education
through various channels

• BCC involves engaging with communities to develop

tailored messages and approaches, and

• ACSM utilizes advocacy, communication, and social

mobilization techniques to support behavior change.
Strategies for Health Education
Relationship between IEC, BCC, and ACSM
• IEC provides the foundational knowledge and information.

• BCC builds upon the information by engaging communities in

developing tailored messages and approaches to address
specific behaviors.

• ACSM creates the enabling environment for behavior change by

advocating for policies and mobilizing communities.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• IEC can be defined as an approach which attempts to change or
reinforce a set of behaviours in a “target audience” regarding a
specific problem in a predefined period of time.

• It is multidisciplinary and client-centred in its approach, drawing from

the fields of diffusion theory, social marketing, behaviour analysis,
anthropology, and instructive design.

• IEC strategies involve planning, implementation, monitoring and

evaluation.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• When carefully carried out, health communication strategies help to
foster positive health practices individually and institutionally, and can
contribute to sustainable change toward healthy behaviour.

• Information, education and communication initiatives are grounded in

the concepts of prevention and primary health care.

• Largely concerned with individual behaviour change or reinforcement,

and/or changes in social or community norms, public health education
and communication seek to empower people vis-à-vis their health
actions, and to gain social and political support for those actions.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• Information: Inform the target groups about the cause of disease its
transmission and how to prevent the disease. (Collection of known facts)

• Education: Educate the target groups about techniques of disease

prevention and mode of transmission. (formal training by specialists)

• Communication: A process that informs motivates and helps people to

adopt and maintain healthy practices by using techniques to spread the
knowledge on the disease prevention and health promotion. (two way
process of exchanging or shaping ideas, feelings, and information)
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• IEC is a broad term comprising a range of approaches, activities and
outputs. The most visible component of IEC is frequently the materials,
producer and user (such as posters hanging on clinic walls)

Objective and Goals of IEC

• Objectives
a) To raise the health awareness of the people
b) To enable them to identify health issues, develop positive attitude
towards health care & increase access to new information and
technology of health and health programs for the people
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
Goal
• To raise health awareness of issues, which influence peoples
agendas, help them clarify their values and to acquire knowledge,
skills by means of changing attitudes, beliefs, values, behaviour or
norms within individual or groups of individuals.

The goals may be achieved at different levels

• Cognitive: in terms of increase in knowledge
• Affective: in terms of changing existing patterns of behaviour and
attitudes.
• Psychomotor: In terms of acquiring new skills.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
The essentials of IEC Information, Education and Communication
• IEC combines strategies, approaches and methods that enable
individuals, families, groups, organisations and communities to play
active roles in achieving, protecting and sustaining their own health

• Embodied in IEC is the process of learning that empowers people to

make decisions, modify behaviours and change social conditions.

• Activities are developed based upon need assessments, sound

educational principles, and periodic evaluation using a clear set of goals
and objectives
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• The influence of underlying social, cultural, economic and
environmental conditions on health are also taken into consideration
in the IEC processes.

• Identifying and promoting specific behaviours that are desirable are

usually the objectives of IEC efforts.

• Channels might include interpersonal communication (such as

individual discussions, counseling sessions or group discussions and
community meetings and events) or
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• mass media communication (such as radio, television and other forms
of one-way communication, such as brochures, leaflets and posters,
visual and audio visual presentations and some forms of electronic
communication)

COMMUNICATION
• Communication is a means of imparting or exchanging information by
speaking, writing or using some other medium telephone or
computers.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• Sole purpose of communication is to influence others Communication
Process involves following.
• A. Sender (source) – communicator

• B. Receiver: (audience)-Single person or group of people (Homogenous

audience is better)

• C. Message (content)- It should be Meaningful, based on felt needs,

clear and understandable, specific and adequate, interesting, culturally
and socially appropriate
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• D. Channels (medium)
o Interpersonal communication
o Mass Media
o Traditional or folk media
o Feedback (effect)- Reaction of the audience to the message

The Principles of Communication

• The Communicator’s and Receiver’s Perception: It should be as
close as possible. The health educator should perceive the problems
of people from their point of view before planning health education.

• It means understanding their need, views and interests.

INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• The Message must Embody the Objectives: The language should be
simple, accurate, adequate, clear, specific, significant, applicable,
appropriate, timely and in tune with the mental and socio - economic
level of the audience.

• Communication should be Two-way: Communication from the

sender to the receiver is not very effective, if it does not allow
feedback to the communicator who can modify it as per the needs of
the receiver.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• Communication should Involve as Many Sense Organs as Possible:
Communication is effective when more than one sense organ is
involved.

• When a message is delivered through radio, only auditory sense is

involved, on television both visual and auditory senses are involved.

• Use of senses such as touch, smell and taste would further improve
communication.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• Direct Communication is more effective: Face-to face communication
is effective; more sense organs are involved and immediate feedback
is available.

• Communicator can modify as per the need of receiver. Direct

communication decreases as it becomes distant or indirect (e.g.
telephone or print media).
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
Types of Communication
• One way communication – flow of communication is one way from the
communicator to the audience e.g. lecture methods in class rooms.

• Two way communication – in which both the communicator and the

audience take part e.g. discussion

• Verbal Communication – Direct verbal communication by word of

mouth (spoken word) It involves use of language and words for the
purpose of passing intended message. This may be oral or written.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• Oral Communication – It employs spoken word either direct or indirect
e.g. face to face, over phone chat, notes etc.

• Written Communication – It involves any kind of exchange of information

in the written form i.e. email, text, letter, sms etc.

• Non-verbal Communication – Communication without words such as

bodily movements , facial expressions , gestures , symbolic representation
. In this type messages are relayed without the transmission of words.
• It supplement it with gestures, body language, symbols and expressions.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
Barriers in Communication
• Linguistic Barrier – Language barrier limits effective communication
each major region has its own language.

• Psychological Barriers: These include various mental and

psychological issues like stage fear, speech disorders, phobia etc. it
also includes emotion disturbances.

• Environmental and Physical Barriers: They are the most obvious

barriers like noise, close doors faulty equipment etc. invisibility,
congestion and invisibility etc.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• Cultural Barrier: Different cultures have a different meaning for
several basic values of society, dressing, foods Behavior change
drastically from one culture to another.

• Physiological Barrier: Certain disorders or diseases could also prevent

effective communication e.g. shrillness of voice , dyslexia etc.

• Perception Barrier: Different people perceive the same things

differently. Knowledge of the perception levels of the audience is
crucial to effective communication.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• Barrier should be identified and removed to achieve effective
communication for example if there are physiological barriers, you
can use audio for person who can not see and video for person who
can not hear.

Steps in Health Communication

• Effective health communication involves the transformation of health
knowledge into messages which can be readily understood, accepted
and put into action by intended audiences.

• Following steps have been found to be useful in communication new

health knowledge and skills:
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• i) Define clearly what health behaviour you are trying to promote.

• ii) Decide exactly who in the population you are trying to influence-
the main target audience or secondary target audience.

• For example, the main target audience for child health are mothers’
but mothers’ practices regarding child care are influenced by other
members like father, mother-in law, traditional birth attendant, school
teacher. So, these are secondary target audiences for health massage.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• iii) Ask whether the new health behaviour requires new skills. For
example, following actions may need to be learned.
• Preparation of safe and effective drink for a child with diarrhoea
• Recognizing the signs of diarrhoeal dehydration.

• iv) Knowledge about present health, beliefs and behaviour of target

audiences helps in designing health messages, that will build up the
existing knowledge and beliefs of target audience.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• V) Enquire whether the health behaviour you are trying to promote
has already been introduced to the community. If so, what is their
response.

• vi) Investigate the target audience’s present source of information

about health. It will help you to overcome potential communication
conflict.

• vii) Select communication channels and media witch are most capable
of reaching or influencing target audience. i.e.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• interpersonal channels and media which are most capable for community
leaders.
• mass media — Radio, T.V., Newspaper
• small media — poster, cassettes and leaflets etc.

Do not rely on single means of communication . Mix media so that target
audience receives the same message from all channels.
INFORMATION, EDUCATION,
COMMUNICATION (IEC)
• viii)Design health messages which are:
• easily understandable language preferably local language
• culturally and socially appropriate
• practical, scientifically correct
• brief, relevant and technically correct
• positive statements

• x) Synchronize your educational programme with other health and

development services. Like advise oral rehydration therapy if O.R.S. packets
are available.

• xi) Repeat and adjust messages at intervals to reinforce because people ‘s

health knowledge and behaviour change over a time period.
BEHAVIOR CHANGE
COMMUNICATION (BCC)
Behavior change communication (BCC)
• is an interactive process of any intervention with individuals,
communities and/or societies (as integrated with an overall program)
to develop communication strategies to promote positive behaviors
which are appropriate to their settings.

• This in turn provides a supportive environment which will enable

people to initiate, sustain and maintain positive and desirable
behavior outcomes.
BEHAVIOR CHANGE
COMMUNICATION (BCC)
Phases and Steps for Behavior change communication (BCC)
• BCC is the comprehensive process in which one passes through the
various stages as given below:
• Unaware > Aware > Concerned > Knowledgeable > Motivated to
change > Practicing trial behavior change > Sustained behavior change
Stages of behavior Change
BEHAVIOR CHANGE
COMMUNICATION (BCC)
• There are five stages in behaviour change, from no knowledge of the
problem to practicing desired new behaviour in their daily life.

• These stages bring about behavioural change by triggering people to

become aware of problems, understand desired changes, motivate to take
action, practice the desired behaviour and sustain the change, so that they
adopt healthy, beneficial and positive behaviour.

• This process of learning and behaviour change are made possible by

working with individuals, families and communities through different
communication channels.
Steps of BCC
BEHAVIOR CHANGE
COMMUNICATION (BCC)
• Some people experience difficulties in changing behaviour even if
they are aware of the problem.

• Facilitators may support and encourage the process of learning, taking

actions and maintaining healthy practices in the community in
collaboration with community leaders such as members of Village
Health Committee.

• They can be motivators or role models for people to change and

maintain the healthy behaviour.
BEHAVIOR CHANGE
COMMUNICATION (BCC)
BCC involves the following steps
• 1. State program goals
• 2. Involve stakeholders
• 3. Identify target populations
• 4. Conduct formative BCC assessments
• 5. Segment target populations
• 6. Define behavior change objectives
• 7. Define BCC strategy & monitoring and evaluation plan
BEHAVIOR CHANGE
COMMUNICATION (BCC)
• 8. Develop communication products
• 9. Pretest
• 10. Implement and monitor Primary Health Care Elements and Nurses
Role
• 11. Evaluate
• 12. Analyze feedback and revise
BEHAVIOR CHANGE
COMMUNICATION (BCC)
• Behavior change is influenced by motivation from others (external
influence) as well as from within oneself (internal influence).

• Internal influence plays a significant role in creating more enjoyment

of a behavior change, instilling a sense of ownership of the new
behavior, which in turn instills a sense of ownership of the changed
behavior.

• When designing BCC strategies, enabling factors that affect the

outcome must be considered. The following are some of the factors
which effect BCC.
BEHAVIOR CHANGE
COMMUNICATION (BCC)
• 1. Effective communication

• 2. Enabling environment, which include policies, human rights,

community values and norms

• 3. User-friendly, accessible services and commodities

An Example – Stages of
Behaviour Change
• Stage1 – Village people were not aware of malaria. They listened to a
health talk on malaria given by a clinic nurse, who also presented data
on malaria deaths in the village.

• Step 2 – They learned from the nurse that malaria can kill and is
caused by mosquitoes and that they can eliminate malaria by draining
stagnant water serving as the breading sites.

• Step 3 – Village leaders organised a community activity to clear all

stagnant water in the village and managed to convince the people to
participate.
BEHAVIOR CHANGE
COMMUNICATION (BCC)
• Step 4 – The whole community worked together to dig drains and
destroy stagnant water pools, and established rules not to through
rubbish into the drains.

• Step 5 – The community continued to clean their drainage and clear

stagnant pools once a week. As a result, the villagers became free of
sickness malaria and enjoyed a healthy life.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• Advocacy, Communication and Social Mobilization (ACSM) is considered

as one of the most used approach for communication for development.

• It is widely used for social campaigns aiming at social and behavioral

changes. It opens the channels for stakeholders’ interventions such as
government, media, community people, donors etc.

• Nowadays, even the marketers try to do the advocacy of their social

products with the help of social marketing techniques for their products
especially social products such as sanitary pads, contraceptives etc.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• The three terms; Advocacy, Communication and Social Mobilization

may differ in terms of objectives or target audience, yet they seem to
be overlapping in many ways.

• For instance, Communication strategy cannot work in isolation in

ASCM approach. It is interwoven with advocacy and social
mobilization activities.

• Therefore, they are used combinedly together as an integrated

campaign plan -ASCM.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• Advocacy, Communication and Social Mobilization is an interrelated

approach which is used primarily for development communication.

• These strategies play a vital role in an integrated campaign plan

strategy especially for social message campaigns.

• Advocacy helps in convincing policy makers, community participants

and other stakeholders to take necessary actions concerning the
social project/ program. Advocacy helps in raising funds for the
campaign.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• Communication aids in informing and educating the target audience

through various coordinated communication activities; both at macro
and micro levels.

• Social Mobilization works towards mobilizing the stakeholders to

actively participate in the process of social and behavioural change.

• The need for these strategies arises when the objectives are to bring
social and behavioural changes among the audience.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• It persuades them to adopt certain behavioral practices for their own

betterment and for the positive change in society at large.

• Any issue of development cannot be addressed without using the

ACSM approach.

• These are required to gather support and commitment of the

stakeholders such as government, decision makers, politicians, NGOs,
communities etc.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• These stakeholders can be classified as per the following:

Primary Stakeholders:
• The people who are the key target groups for the campaign. They are
the beneficiaries and therefore they are expected to adopt, act on or
change their behaviour as expected.

• Thus, the betterment in the environment/society affects them

directly. For instance: The primary stakeholders for ‘girl child
education’ campaign is the school or college going girls
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

Secondary Stakeholders:
• Those who have their direct influence on the primary stakeholders are
considered as secondary stakeholders. Their advice, belief and
support have a great impact on the primary stakeholders.

• The social campaign may affect them indirectly. For instance: Parents,
grandparents, relatives or friends can directly encourage and provide
support to the girls to seek primary and higher education.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

Tertiary Stakeholders:
• They are resourceful and experts in the field. They have the potential
to affect the larger groups of primary stakeholders.

• For instance: Educators, Advocacy groups, NGOs, religious leaders,

Opinion Leaders of the community and successful educated women
(from any profession) can be the tertiary stakeholders for promoting
girl child education.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

ADVOCACY
• “Advocacy is understood as taking a position on an issue and
mobilizing actors to influence private and public policies.

• Advocacy actions typically require the formation of communities of

interests/the identification of stakeholders around common goals to
promote policy transformations with the expectation they would
result in social changes.” ( Mefalopulosetal, pg.50, UNICEF, 2019)
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)
Steps for an advocacy plan
• 1. Identify an advocacy challenge or opportunity.

• 2. Determine the key audiences.

• 3. Find out what those audiences currently know or perceive.

• 4. Determine how each audience receives its information.

• 5. Establish measurable objectives for each audience.

ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)
• 6. Define message points for each audience.

• 7. Determine the communication activities to deliver those messages.

• 8. Decide what resources are necessary to complete each activity.

• 9. Establish a timeline and responsible party for each activity.

• 10. Evaluate whether you have reached your objectives.

ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

Some of the tools of advocacy include:

• Media campaigns,
• Public speaking and mobilization of groups for reaching at public
places to raise their voice,
• Picketing,
• Signature campaigns and
• Distribution of literature based on data from credible sources.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

Types of Advocacies
• Types of advocacies can be explained on the basis of its target
audience or its agenda as per the following:

1. Policy Advocacy
• It is used to reach out to the policy makers such as government,
administration and political leaders to make them understand the
need and effect of the issue of concern at local and national levels.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

2. Program Advocacy
• It is about sensitizing the community people about the need and
impact of the action on them.

• Opinion leaders and reference groups are identified and approached

to convince the local audience to take the action.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

3. Media Advocacy
• This strategy is used to convey the public agenda to the policy makers
with the help of media.

• This helps the media in fulfilling its social responsibility towards

important community related issues.

• It is widely used for awareness campaigns related to health

communication and education.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

4. Celebrity Advocacy
• Engaging celebrities for advocating the issues of social or behavioral
change has become a popular strategy for development
communication.

• It helps in raising funds, creating awareness and promoting the

integrated campaign.

• Many initiatives by Government of Tanzania are also using the celebrity

advocacy route as part of their influencer strategy.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• Some examples of celebrities engaged for advocating some health

issues include:

Nandy – UNICEF Goodwill Ambassador for WASH

• Nandy serves as Tanzania's Goodwill Ambassador for UNICEF's Water,
Sanitation, and Hygiene (WASH) program. In this role, she promotes
access to clean water, improved sanitation services, and basic hygiene
practices across the country. Her efforts aim to enhance public health,
particularly benefiting women and children in underserved
communities.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

Diamond Platnumz – Multifaceted Health Advocacy

Diamond Platnumz has actively participated in several health advocacy
initiatives:
Youth Representative in National End Malaria Council: Appointed by
President Samia Suluhu Hassan, Diamond serves as the youth
representative in Tanzania's National End Malaria Council. Leveraging
his substantial social media following, he raises awareness about
malaria prevention, emphasizing messages like "Not every fever is
malaria.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• HIV/AIDS Awareness Campaigns: In collaboration with the Tanzania

Commission for AIDS (TACAIDS), Diamond and his Wasafi Classic Baby
(WCB) team have conducted campaigns to educate youth on HIV
prevention and the importance of safe sex practices.

• He has shared personal experiences to underscore the significance of

these messages.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• COVID-19 Support: During the COVID-19 pandemic, Diamond pledged

to pay three months' rent for over 500 families affected by the
economic downturn, demonstrating his commitment to supporting
community health and well-being.

• Cancer Awareness: In 2018, Diamond participated in a charity event

at the Texas Cancer Center in Nairobi, Kenya, aiming to raise
awareness about cancer and support patients battling the disease.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

Frida Amani – Women's Rights & Environmental Advocacy

• Frida Amani, a Tanzanian rapper and activist, uses her music to
advocate for women's rights and environmental issues. Her song
“Madam President” encourages young women to aspire for
leadership roles.

• She has also represented Tanzania at international forums discussing

the role of art in societal change
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)
Halima Kopwe – Maternal and Child Health
• Halima Kopwe, Miss World Tanzania 2023, has been an advocate for
maternal and child health. She attended the launch of a report on
mother and child health services in Tanzania and praised governmental
efforts to improve healthcare access, including the distribution of
ambulances and medical supplies.

Nakaaya Sumari – Wildlife Conservation & Health

• Singer Nakaaya Sumari has combined her passion for wildlife
conservation with health advocacy. As an ambassador for WildAid, she
supports campaigns aimed at protecting wildlife, which indirectly
contributes to public health by promoting environmental conservation.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

Harmonize, Marioo, and Others – COVID-19 Vaccination Campaign

• Tanzanian artists such as Harmonize, Marioo, and others collaborated
with the Ministry of Health and USAID’s EpiC project to promote
COVID-19 vaccination. They participated in music events like "Mziki
Mnene" to encourage vaccine uptake in regions with low coverage.

Lady Jaydee – Malaria Control Campaign

• Lady Jaydee, a prominent Tanzanian musician, took part in malaria
control campaigns, including events commemorating World Malaria
Day. She helped distribute long-lasting insecticide-treated nets (LLINs)
to children under five, aiming to reduce malaria incidence.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

5. Legal Advocacy
• ‘Legal advocacy is another important technique to achieve changes in
existing laws or implement new laws.

• Filing lawsuits, participating in depositions, and helping plaintiffs may

be strategic actions to promote changes.

• Executive/Legislative and regulatory advocacy are necessary to

support different policies.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

6 Social Advocacy
• The ideas behind social advocacy relate to social justice: that idea that
there is value to the society as a whole when that society defends
and upholds the rights of people in the community who are not
afforded the same dignity due to discrimination. The themes that
relate to social advocacy may include:
● Civil rights
● Individual rights
● Community building
● Communication and awareness
● Human rights violations
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• There are several social activists or advocacy groups and non-profit

organizations that work for different issues related to social justice such
as:

1. Maria Sarungi Tsehai

• Focus: Freedom of expression, democracy, and women's rights.
• Known For: Founder of Change Tanzania, a civic movement promoting
good governance and transparency.
• Platform: Very active on social media, vocal on political reforms and
public accountability.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

2. Fatma Karume
• Focus: Rule of law, judicial independence, and legal reform.
• Known For: A prominent lawyer and former president of the Tanganyika Law
Society (TLS).
• Notable Work: Publicly challenged unconstitutional laws and government
overreach.

3. Anna Henga
• Focus: Gender-based violence, legal aid, and human rights.
• Role: Executive Director of the Legal and Human Rights Centre (LHRC).
• Awards: Winner of the International Women of Courage Award (2019).
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

4. Vicky Ntetema
• Focus: Protection of people with albinism.
• Known For: Investigative journalist whose work exposed ritual killings of people
with albinism.
• Affiliation: Worked with Under the Same Sun; won international awards for her
courage and reporting.

5.Josephat Torner (late)

• Focus: Rights of people with albinism.
• Legacy: Advocated globally against violence and discrimination faced by persons
with albinism in Tanzania.
• Recognition: Subject of international documentaries and campaigns.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

6. Legal and Human Rights Centre (LHRC)

• Focus: Human rights education, legal aid, and civic engagement.
• Issues Addressed: Rule of law, civil liberties, gender-based violence,
and democratic governance.

7. Tanzania Human Rights Defenders Coalition (THRDC)

• Focus: Protecting human rights defenders.
• Issues Addressed: Security and advocacy for activists and journalists.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

8. Tanzania Gender Networking Programme (TGNP Mtandao)

• Focus: Gender equality and women’s empowerment.
• Issues Addressed: Economic justice, gender-based violence, and
health rights.

9. HakiElimu
• Focus: Education rights and public accountability.
• Issues Addressed: Quality, equity, and transparency in education
systems.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)
10. Change Tanzania
• Focus: Civic engagement and good governance.
• Issues Addressed: Corruption, service delivery, and public accountability.

11. Twaweza East Africa

• Focus: Citizen agency and government responsiveness.
• Issues Addressed: Education, health, and access to information.

12. Sikika
• Focus: Health rights and systems strengthening.
• Issues Addressed: Health sector transparency, budget advocacy.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)
COMMUNICATION
• Effective communication with the audience is the key of an ACSM
campaign.

• A well-planned communication strategy is required to persuade decision

makers and other stakeholders.

• It depends largely on choosing the suitable channels of communication

as per the media habits of the target group.

• It helps not only in the advocacy of the issue but also mobilizes the
public and other allies.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• The popular campaigns such as Nyumba ni Choo (Home is a Toilet)

launched in 2017 as part of the National Sanitation Campaign, this
initiative aimed to eliminate open defecation and promote the
construction and use of improved toilets.

• The campaign utilized mass media, community mobilization, and

celebrity endorsements to encourage behavioral change.
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MOBILISATION (ACSM)

• Wazazi Nipendeni (Parents, Love Me) launched in 2012, this mobile

health campaign provided pregnant women with free text messages
containing health advice tailored to their stage of pregnancy.

• The messages covered topics such as antenatal care, malaria

prevention, and safe childbirth practices, reaching over 300,000
women, particularly in rural areas with limited access to conventional
media.

• The success of these campaigns lies in their effective communication

strategy
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MOBILISATION (ACSM)

• Communication needs to be focused on the issue at hand. Defining it

broadly does not help.

• For instance, environment protection is very general and may mean

different things to different people, such as forestation, water conflict
between two states, litter management, air pollution, industrial
emissions, global warming etc.

• Therefore, it is imperative that the issues are defined clearly before

working on its communication plan.
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MOBILISATION (ACSM)

• Clarity about the issue would also help in defining the role of
communication in addressing the issue and its activity plan.

• Research-based material and expertise lend credibility to the position

taken on the issue.

Communication Strategy
• It is important to define the following for devising the communication
strategy:
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MOBILISATION (ACSM)
(a) Objectives:
• The primary objectives of a communication plan for a social campaign
should be to inform, create awareness and to educate the target
audience.

• These objectives can also be specified in terms of numbers or

percentages. It makes the evaluation of communication plan process
easier by measuring the impact against the set indicators.

• The objectives can be set on the basis of SMART goals concept i.e.,
they should be Specific, Measurable, Attainable, Relevant and
Time-bound.
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MOBILISATION (ACSM)

(b) Target Audience/Stakeholders:

• Target audience profile needs to be defined clearly for ASCM
campaign. Target audience profile can be stated on the basis of age,
education, gender, geographical location, religion, community etc.

(c) Message Design:

• The message should be designed as per the expected behavioral
change or response from the target group. Message appeal (rational
or emotional) needs to be considered before designing the message.
It also depends on the form of media selected for communication.
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MOBILISATION (ACSM)

• The content can be oral, written, visual, audio or audiovisual content.

If a combination of media vehicles is used then it should be taken care
for all media forms. The core theme of the campaign should remain
same.

(d) Selection of Media:

• For implementing the communication plan at any level (local,
regional, national or international), the right selection of media is
important to ensure the expected target group reach and frequency
of the message.
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MOBILISATION (ACSM)

• For local and regional level local or hyperlocal print editions, radio
stations or TV channels can deliver the message to the selective target
audience.

• The significance and impact of community media cannot be

overlooked when it comes to an integrated ACSM campaign.

• National /International level dailies, magazines, radio stations, TV

channels, online media and social media platforms can play an
effective role in reaching to the audience nationally as well as globally.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• Social media (blogs, dedicated apps, YouTube channels, podcasts play a

vital role in communication for development. It helps in advocacy, resource
mobilization and social mobilization.

The communication activities can be implemented at the following

levels:
Interpersonal Communication
• Interpersonal communication activities can be planned to ensure face
to face communication with the policy decision makers, affected
group, opinion leaders, community members etc.
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MOBILISATION (ACSM)

• Such activities may include meetings, group discussions, addressing

during community gathering, organizing induction cum training
sessions etc.

• Interpersonal communication is effective when the size of the target

group is small. It is also more effective when it is required to approach
the government officials, media representatives, opinion leaders,
political leaders etc.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

Mass Communication
• If the size of the target group is large and also if it is required to
communicate at national or international level, then it demands mass
communication strategies with the use of mass media such as
Television, Radio, Newspapers and social media.

• For example: Vaccination drive during pandemic, Covid-19 was

executed at mass communication level with the extensive use of mass
media both at the country and local levels.
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MOBILISATION (ACSM)

Participatory Communication
• Participatory communication activities play an important role in
achieving behavioral change in the underprivileged sections of
society.

• It is also significant for rural communication. It is to ensure a dialog-

based communication between the community people and the other
allies.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• It is an effective form of communication used for mobilizing people

and encourages them to participate actively.

• It can be best achieved with the help of community media such as

Community radio. Popular folk media such as folk dances or folk
music can also be used for education cum entertainment purpose.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

SOCIAL MOBILISATION
• The process in which all the stakeholders are brought together to
contribute to an integrated campaign is known as social mobilization.

• Social mobilisation aims at empowering individuals and communities

to identify their needs, their rights, and their responsibilities, change
their ideas and beliefs and organize the human, material, financial
and other resources required for socioeconomic development.
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MOBILISATION (ACSM)

Key actors in social mobilization may include:

• Heads of state,
• Government ministries and parastatals,
• The donor community,
• Civil society (including religious organizations, community-based
organizations, nongovernmental organizations),
• Political and traditional leaders,
• Families and individuals at all levels, especially the global, national
and district levels.
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MOBILISATION (ACSM)

The key strategies of social mobilization include the following:

● Networking and building partnerships

● Garnering community participation

● Organising special events to raise public awareness

● Resource mobilisation and bringing policy change

ADVOCACY, COMMUNICATION AND SOCIAL
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Case Studies on Social Mobilization in Tanzania
• Advocacy, Communication, and Social Mobilization (ACSM)
are crucial for promoting behavioral change and driving social
and political change in Tanzania, particularly in areas like TB
control.

• ACSM in Tanzania encompasses advocacy (influencing decision-

makers), communication (targeting individuals/groups), and
social mobilization (building community support).

• These approaches are used to address issues like delayed

health-seeking, inadequate access, stigma, and poor adherence
to treatment.
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MOBILISATION (ACSM)
• Advocacy, communication, and social mobilization (ACSM) has been
identified by WHO as a critical component of effective control of TB
and leprosy.

• The MOHCDGEC is committed to integrating ACSM into health

planning and programming. ACSM has three distinct sets of activities
which have the shared goal of bringing about behavioural change:
1.Advocacy: Primarily works to change the behaviour of public
leaders or decision-makers.

2.Communication: Generally, targets individuals or small groups in

the public.

3.Social mobilization: Aims to secure community-based support.

ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• Interventions under one area may beneficially influence

or facilitate processes in the other areas.

• ACSM complements the health system in achieving TB

and leprosy control through empowering communities,
garnering political and financial support, and addressing
the challenges of individual and social behavioural
changes. These challenges include:

• Delayed health-seeking behaviour.

ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)
• Inadequate access to TB and leprosy diagnostic health
facilities.

• Inadequate knowledge of TB and leprosy symptoms and signs.

• Stigma and discrimination.

• Misconceptions and myths surrounding TB and leprosy.

• Poor adherence to TB and leprosy treatment.

• Insufficient resource allocation to TB and leprosy control.

ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• The MOHCDGEC is implementing a National Strategy for

Coordinated Response to Tuberculosis and leprosy,
which will guide implementation of ACSM in TB &
Leprosy interventions in the country.

• The strategy outlines the following five-point framework

for ACSM action to ensure that health care workers,
decisionmakers, and communities are engaged
effectively:
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MOBILISATION (ACSM)

1.Improving case detection and treatment.

2.Combating stigma.

3.Empowering people affected by TB, MDR TB, TB/HIV and

leprosy

4.Mobilizing resources from the community.

5.Advocating for political commitment and leadership.

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MOBILISATION (ACSM)

ACSM activities
Advocacy:
• Conduct of national advocacy meetings with top ministry
management.

• Conduct of advocacy meetings with top regional and

district political staff and decision-makers.

• Identification of potential international and local partners.

ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• Conduct of advocacy meetings with potential stakeholders for

resource mobilization.

• Enforcement of implementation of TB/HIV policy at the

national, regional, and district levels.

• Identification of community groups for partnership in TB/HIV

control.

• Conduct of quarterly follow-up visits to remedy identified gaps

in implementing advocacy activities.
ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)
Communication:
• Conduct training of program staff and health care providers on
effective communication.

• Regular supportive supervision and mentorship in communication.

• Training of school teachers to teach pupils and students about TB

and TB/HIV.

• Involvement of media in panel discussions, television

documentaries, and radio and television spots.

• Orientation of media staff in TB and HIV care and control.

ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)

• Printing and distributing of information, education, and

communication materials for TB and HIV care and
control.

• Documentation of best practices.

• Conduct of monthly, quarterly, and annual meetings for

information-sharing.

• Conduct of regular supportive and mentorship visits.

ADVOCACY, COMMUNICATION AND SOCIAL
MOBILISATION (ACSM)
Social mobilization:
• Conduct of sensitization meetings to influential people and
the community at large to reduce stigma among TB and
TB/HIV patients.

• Conduct of resource mobilization meetings for influential

people and community leaders.

• Training of community’s own resource persons in

identification and referral of TB suspects to health facilities.

• Formation of TB and TB/HIV care and control clubs.

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