COMBI Mexico Presentation E. Hosein

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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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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WMC, TUNIS

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

Documents

COMBI Mexico Presentation E. Hosein