Post on 03-Apr-2018
transcript
7/28/2019 COMBI Mexico Presentation E. Hosein
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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
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WMC, TUNISOverview of COMBI
WMCWHOs international centre for socialmobilization, training, and operational researchcoordinates COMBI programmes, now present inover 40 countries worldwide.
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WMC, TUNIS
COMBI in Action
Sri Lanka
IndiaNepalAfghanistan
PhilippinesaosMalaysia
Bangladesh
SudanNicaraguaGuatemala
UkraineMoldova
Lymphatic Filariasis Dengue Fever Leprosy Tuberculosis Malaria HIV/AIDS Other
Ghana
MozambiqueZanzibarTanzania
Kenyaganda
Burkina FasoMyanmarBelize
BrazilCosta Rica
Dominican RepublicCubaEl SalvadorHonduras
Indonesia
ThailandCambodia
BahamasSt. LuciaBarbadosTrinidadand Tobago
SurinamecuadorPanama
Venezuela
Bolivia
Liberia
Angola
Kazakhstan
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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 tospecific healthy behaviours.
COMBI is social mobilization with a
behavioural bite.
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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, precisebehavioural goals orobjectives.
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Planning Principle #2
COMBI Mantra #2:
Do nothing.
make no posters, no t-shirts, no
pamphlets, no videos, no caps, etcdo nothing
until one has carried out a situational
market analysis in relation topreliminary behavioural
goals/objectives.
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HICDARM: GETTING THE
BEHAVIORAL RESULT
First, we H ear about the new behavior
then, we become I nformed about it
and later
Convinced that it is worthwhile.
__________________________________________________________________________________________________________
In time, we make the D ecision to do something about our conviction
and later we take
Action 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
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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
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WMC, TUNISTHE FOUR CS
C= Consumer Need/Want/Desireand 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 relationto the Competition. (No longer theP 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 = CommunicationIntegrated, Engaged Communication
Using the Five-Point Star Blend of Communication Interventions
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COMBIs five integrated
communication actions
1. Administrative Mobilization/
Public Relations/Advocacy
2. CommunityMobilization
3. Advertising4. Personal selling/
Interpersonal
communication
5. Point-of-service-promotion
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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 sectorpartnerships
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WMC, TUNISCOMBI 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
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TB COMBI Kerala/India Results
Partial Implementation; based on dataprovided 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.
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WMC, TUNISSome 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