Community Mobilization toImprove Population Health

Elaine J. Alpert, MD, MPHAdjunct Professor

College of Health Disciplines

HESO 449 January 2011

Community Mobilization Efforts• Help communities identify and take

action on shared concerns• Use participatory decision making• Two major forms:

– Community advocacy– Community organizing / community

building

Community Advocacy• A process in which members of a community

become involved in institutions and decisions that have an impact on their lives.

• Examples:– Lobbying– Phone banking– Letter writing campaigns– Letters to the editor– TV or radio appearances– Op-ed pieces– Community rallies– Lawn signs

Tips forSuccessful Community Advocacy

• Become an expert on the issue– base advocacy stance on solid science

• Identify, develop and nurture relationships with key stakeholders

• Promote new linkages among stakeholders

• Identify, develop and nurture relationships with key decision makers– staff, aides, elected reps, affected individuals

Tips forSuccessful Community Advocacy• Formulate a concise, articulate message

– elevator speech– talking points memo– press release– web site

• Organize others to action– broad representation– splits up the work

Tips forSuccessful Community Advocacy• Make personal visits to policy makers• Use media effectively

– to promote your cause– to get positive press for your allies

• Reinforce message– info packet (include scientific data

sources)– follow up thank you note

Tips forSuccessful Community Advocacy• Volunteer to serve as a resource

– maintain helpful contact• Respond quickly to questions• Follow up with help re:

implementation

Community Organizing• A process by which community groups are

helped to identify common problems or goals, mobilize resources, and in other ways develop and implement strategies for reaching the goals they have collectively set.

• Community organizers work with and develop new local leaders, facilitating coalitions and assisting in the development of campaigns. http://en.wikipedia.org/wiki/Community_organizing

Community Organizing: Features• Inclusion, collective ownership,

relationship building, leadership development

• Focuses on collective vs individual action• Focus on higher s-e levels for

intervention• Brings new voices to the table• Changes balance of power

A Good Community Organizer

• Knows about the community• Has strong communication skills• Has access to appropriate resources

– $$– Space– Parking– Human

• Has excellent leadership skills• Comes from within• Has passion for the issue• Has credibility – professional vs street

Steps in Community Organizing1. Name the issue• Grass-roots or citizen-initiated

From within the community Community more likely to take ownership

• From outside Health board, legislator, well-meaning

outsider Less likely to be trusted, integrated Need to build trust and earn respect

Steps in Community Organizing2. Learn about the community*** • Critical step if from outside

History Geography Make-up Demographics Political leadership Cultural dynamics Ask, look and listen!

• Essential to ask about community concerns

Steps in Community Organizing

2. Learn about the community, cont.• Identify and work with community

gatekeepers know the community, how it functions are the power-brokers even if no formal

titles community members know who they are can make or break the intervention

Steps in Community Organizing

3. Create an action team• Begin with those already interested, get them on

board early (core group)• Identify core group key contact or leader

see the need and have the passion and TIME technical skills (strategy and communication) interaction skills (empathy, problem solving) political skills (what to say and to whom, etc.)

• Broaden and expand (some will be more active) • Don’t spend initial time trying to convert skeptics

Steps in Community Organizing

4. Assess the community• Asset-based community building

Focus on strengths and capacities, not problems

Community capacity assessment• Needs-based assessment

Focus on problems, needs(Both are important)

Steps in Community Organizing5. Develop an Action Plan• Action team (community) sets priorities

Best if by consensus instead of voting Stakeholders must have a role May need a skilled facilitator Turf battles may surface here May need to form task forces,

subcommittees or working groups to deal with turf issues

Steps in Community Organizing6. Execute the plan• Primary strategy plus alternatives• Include input of subcommittees• Build base of support in community

“Town” meetings Door knocking Petitions Media

• Give people specific and achievable tasks• Follow up and maintain visibility

Leadership and ManagementWhat Effective Leaders Do What Effective Managers Do