Ever wondered what social moblization is?

April 3, 2010
Today I received a CD from Carmen, the Canadian Red Cross project manager for the net distribution. She indicated it had been made for the campaign. Curious, I popped it into the computer to listen.

The songs are in Kirundi, the local language and were great! I asked Carmen for more details and learned that the six-song disc is part of their social mobilization strategy.

Social mobilization is an integral part of the Canadian Red Cross malaria program. Through both local and larger-scale activities, communities are encouraged to participate in the net campaign. It is important that people know details about the campaign and also its importance.

For this campaign, the Burundi, Belgium and Canadian Red Cross' planned both grassroots and mobilization and promotion on a grander scale. Some activities are already complete, while more will take place after the distribution. With support from international partners, this strategy has already reached thousands of people.

Red Cross volunteers play an important role in this strategy. Early in the project, the conducted a door-to-door census to determine the number of nets needed. This allowed them to not only count people, but spread the word about the campaign. Later, they made a second visit to distribute the vouchers that will be exchanged for nets, providing another opportunity to communicate.

For wider promotion, the CD was produced. Local muscians recorded songs about malaria prevention to bring attention to the campaign and provide valuable information. All radio stations in the area have the disc and are encouraged to play the songs.

Other activities included creating t-shirts, hats, posters and banners to increase campaign visibility. A radio public service announcement was also created, and the communications officer for the Belgium Red Cross noted that she'd heard it being played this morning on her drive the office.

The campaign kicks off tomorrow with an event where media is expected to attend, which will help reach even more people. When the distribution has ended, the final step is the hang-up campaign, where volunteers go door-to-door to ensure proper net usage.