After the assessment and before the “ask”: Planning for social mobilization Colette Chabbott, Adjunct Faculty International Education Program, George Washington

After the assessment and before the “ask”:

Planning for social mobilization

Colette Chabbott, Adjunct FacultyInternational Education Program,

George Washington [email protected]

All Children Reading by 2015:From Assessment to Action

Washington, DCApril 12-14, 2010

Structure of presentation Main messages Terminology Crafting a communications tool

Using modified Spitfire approach What can communities do?

Pratham as an example and a non-example Literacy Boost

All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Main messages: # 1 & # 21. To date, Early Grades Reading Assessments

(EGRA) alone have not led to spontaneous social mobilization and effective action.

2. In addition to conducting & analyzing an assessment, in each context, would-be socialmobilizers need to identify

A. potential target audiences for mobilization;B. for each target audience, do-able, yes-able actions or

interventions they can take to support children’s literacy; &

C. for each target audience, cost-effective communication tools that clearly explain how to take those actions.


Main messages #3 & #4

3. Many exemplary reading interventions and communications tools exist somewhere, but before they can be scaled up successfully in a new place, each must be adapted, piloted and simplified several times.

4. Partnerships including government and civil society organizations can help to move the social mobilization process along more quickly.


Social mobilization: why is everyone talking about it?

An education crisis is calling for extraordinary measures.

Governments have resource limitations must mobilize additional resources to scale up.

Sustainable scaling up commitment by broader group of stakeholders


Social mobilization: two types

Mass mobilization Very large scale, often national Involves services of professional mass marketing firm

Community mobilization Usually involves a change agent organizing/mobilizing at

the community level Often involves civil society organizations working at the

grassroots/school level


Social mobilization & communications Communications media:

radio & TV announcements billboards and posters advertisements in newspapers contests, festivals adult literacy materials and newsletters

Lots of success in public health, only a few successes in educationMeena



Crafting communication tools*

1. Start with strategy, end with tactics.

Strategy = select goal + identify decision maker + select target audiences + identify messages + select tactics/media

_______________________________* The following slides represent a modification of the Spitfire Smart Chart© approach.


Crafting communication tools

2. Make hard choices.

3. Tailor the communication to the audience.


Step 1a: What is your goal?

Broad, long term, by 2015: 100% of children complete quality primary school[ quality = all children independent readers]

Measurable, short-term, by end 2011 :75% of children read at grade level by end of G2 in 2011


Step 1b. Who are your decision-

makers?

Budget authorities

Ministry of Education

Teachers

Parents


2a. What are your assets & challenges?

Internal: Funds Staff time & expertise Reputation Spokespeople

External: Allies/coalitions Opposition/competition Timing Research


2b. What do you need communication for?

To frame People are talking about poor quality education but not

about the role of reading in improving it

To fortify and amplify People are talking about children dropping out by Grade

4, but not about what goes on in Grades 1-3.

To reframe People are talking about poor quality education as a

government problem, not one they can affect


Step 3a: Pick your audience(s) Students Parents Teachers, principals Community leaders Unemployed, educated youth Education officers at decentralized level of

government

“Targeting everyone means you reach no one”


Evaluate each audience separately.

Step 3b: What are they thinking?

Use focus groups to explore:

How ready are they to take action? How can you help:

More knowledge? More willpower? Reinforcement for action in progress?

What are THEIR core values/perceptions?

“Perceptions matter MORE than facts.”All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Evaluate each audience separately:

Step 3c. What will be your message?

What value will you tap into? (YES-able)

What misperceptions will you have to overcome? (DO-able)

What is the simplest thing you can ask them to do?


Step 3c.1:What can parents & teachers do?


ExamplesPratham ASER training

Pratham Read India

Pratham Library


Step 3c.2What can parents & teachers do?

-------------------Banerjee, A. V., R. Banerji, et al. (2008). Pitfalls of participatory programs: evidence from a randomized

evaluation in education in India. Policy Research Working Papers. Washington, World Bank: 34. Hirschman, A. O. (1984). Getting ahead collectively: grassroots experiences in Latin America. New York,

Pergamon.



Step 3d: Who will be the messenger?

Who will they listen to?

Who can reach them? Who is their social reference group?

Can you show a trusted leader taking action?



Step 4: Communication activities

Tactics

Timing

Assignments

Budget


Step 5: Measure your success


Main messages: # 1 & # 21. To date, Early Grades Reading Assessments

(EGRA) alone have not lead to spontaneous, large-scale social mobilization & effective action.

2. In addition to conducting & analyzing an assessment, in each context, would-be socialmobilizers need to identify

A. potential target audiences for mobilization;B. for each target audience, do-able, yes-able actions or

interventions they can take to support children’s literacy; &

C. for each target audience, cost-effective communication tools that clearly explain how to take those actions.


Main messages #3 & #4

3. Many exemplary reading interventions and communications tools exist somewhere, but before they can be scaled up successfully in a new place, each must be adapted, piloted and simplified several times.

4. Partnerships including government and civil society organizations can help to move the social mobilization process along more quickly.


For the working group1. a. What is your goal?

b. Who are your decision-makers?2. b. What do you need communication for?3. a. Pick your audience. b. What are they thinking? (Who will do focus groups?)

c. What is the message for this audience? c.1. What can this audience do individually? d. Who will be the messenger? (What is the private

sector role?)

4.* Tactics 5.* How will you measure success?


Why such big programs in India?


Documents

After the assessment and before the “ask”: Planning for social mobilization Colette Chabbott, Adjunct Faculty International Education Program, George Washington