Introduction to Advocacy, Communications

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Introduction to Advocacy, Communications Social
Mobilisation (ACS)

• Module 1
• 26 Sept 2005

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Why should we consider ACS in TB control?

• ACS is integral to everything we do in TB
  control. DOTS, Public Private Mix,
  community-based care, TB/HIV, etc.
• It requires a decentralized approach and strategy
  with centralized supervision, support and
  monitoring.
• ACS is a necessary investment!

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Cough to cure Path of ideal behaviors in
Tuberculosis ControlBarriers
Poor knowledge of TB symptoms Poor knowledge
of TB care and cure Stigma related to TB
diagnosis Low risk perception
Misperception Of costs Preference for non- DOTS
health serv. Attitude about Health
service Stigma Social norms
Poor knowledge Diagnosis steps Expectations Medic
al service (x-ray vs sputum)
Poor knowledge Length treatm Poor knowledge On
side-effects
Poor knowledge Length treatm Poor knowledge On
side-effects
Poor knowledge Length treatm Poor knowledge On
side-effects
Individual/ community
Continue Treatment
Begin Treatment
Complete Diagnosis
Go to DOTS
Seek Care
Complete Treatment
Time, cost, Distance to DOTS Lack of linkage,
Referral between Providers Missed diagnosis By
non-DOTS
Providers poor Knowledge Providers
poor Inter-pers comm Lack of resource Poor
quality of Service (waiting) Time, costs,
distance
Time, cost, Distance to DOTS Poor quality
of Service/ lack of referral No adequate info/
educ. Lack of support (PMO)
Time, cost, Distance to DOTS Poor quality
of Service No adequate info/ educ. Lack of
support (PMO)
Time, cost, Distance to DOTS Poor quality
of Service No adequate info/ educ. Lack of
support (PMO)
System
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The TB patient at the centre

• Recognizing individual needs, possibilities and
  circumstances
• Addressing knowledge, beliefs, attitudes

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TB, a disease of society
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Addressing Challenges

• Consolidate, sustain, advance achievements to
  date
• Enhance political commitment
• Address the health workforce crisis
• Strengthen health systems, especially PHC
  delivery
• Accelerate responses to the TB-HIV/AIDS emergency
• Mobilize communities and the private sector
• Invest in RD to shape the future

2nd Ad Hoc Committee, Montreux 2004
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ACS is a necessary investment
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What is ACS?Definitions

• Advocacy Activities designed to place TB high
  on the political and development agenda, foster
  political will, increase financial and other
  resources on a sustainable basis.
• Communication Increase knowledge among general
  public about TB and TB control services, improve
  interpersonal communication between patients and
  program providers contributing to behavioral
  change.
• Social Mobilization The mobilization of
  communities for action to fight stigma and
  eliminate TB as a public health threat.

Bottom Up
Top Down
360 degree loop
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5 days course
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ObjectivesModules 1-5

• After this week, participants will be able to
• Describe concepts and frameworks to change
  behaviour to improve TB control
• Discuss advocacy, communication and social
  mobilization approaches at different levels of
  society, and apply basic frameworks for needs
  assessment, strategy, planning, monitoring
• Learn to apply various advocacy, communication
  and social mobilization practical tools,
  specifically to learn media skills, and
  message-development

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Introduction to Advocacy, Communications Social
Mobilisation (ACS)

• Module 1
• 26 September 2005

12
Module 1

• Objectives
• Discuss how messages are processed and learn
  about behaviour change
• Develop Media skills through practicing message
  development and media-interviews
• Exercise
• Discuss case-studies on TB risk communication
• Practice speaking to the press

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Process of behaviour change
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Message Content

• What you want to achieve
• Why to want to achieve it
• How you propose to achieve it
• What action for audience to take

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Message Elements
Keep It Short Simple

• Content/Ideas
• Language
• Source/Messenger
• Format
• Time and Place

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The Cognitive Process
Person A Idea Message formation
Person B Receive info Message interpretation
Message
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Pleasure-Pain
Praise/ Positive reinforcement
Criticism/ Negative experience
Repetition
Avoidance
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Communications Strategies
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Channels of communication

• One-on-one channels
• Visits, discussions, telephone contact, personal
  invitations, counselling, help-desk/hotline, fact
  books, stories, pamphlets, photographs

• Good for
• Support behaviour/attitude change (Persuade,
  motivate)
• Personal questions
• Fill info gaps
• Flexible to individual schedule/ needs

• Not good for
• Reaching large population
• Preventing communicators' biases
• Need specific trained staff

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Channels of communication

• Group channels
• Group discussion, seminar/ workshop, religious
  services, meetings, performances, celebrations,
  sports events, exhibitions, fairs, theatre,
  rallies, demonstrations

• Good for
• Interaction/ explain details
• Building consensus
• Support behaviour/attitude change
• Audience, language, context

• Not good for
• Personal questions/ issues
• Encouraging participation of special groups
• Reaching large population
• Tackle barriers

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Channels of communication

• Mass media
• Radio, TV, newspaper, booklets, posters, flyers/
  leaflets, loud speaker, announcements, miking,
  videos/films, press kits, media guides, town
  criers, gong gong beater, promotional materials,
  logo's, advertising

• Good for
• Creating awareness
• Short messages/ basic facts
• Popularize message
• Reinforcing/ festive
• Reaching many people

• Not good for
• Interaction
• Detailed explanations
• Context, language
• Saving expenditure
• Reaching key groups