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Social and Community Mobilization
Social and community mobilization engages civil society and community organizations to promote social norms that support collective health objectives and challenge harmful practices. URC uses a wide variety of mobilization approaches to engage individuals, families, communities, media outlets, and government and NGO partners to commit to better health and social outcomes.
Mobilization at work
In Benin, URC partnered with journalists, community radio stations, and local theater groups to generate powerful communication strategies for individual communities. The Integrated Family Health Project not only engaged community leaders to deliver health-related messages, but also provided training and support to develop the messages, building a cadre of professionals capable of using media to address future health and development needs.
Through USAID’s Promoting Malaria Prevention and Treatment Program (ProMPT) in Ghana, URC worked with the National Malaria Control Program to strengthen prevention and control and expand successful malaria interventions nationwide. We helped revise the national malaria behavior change communication strategy and assisted in social mobilization campaigns for the distribution of bed nets. Social mobilization was a successful channel for advocacy and information dissemination, gaining strong community support for, and commitment to, malaria prevention. Analysts estimate that the campaign was responsible for more than 70% of the observed increase in the use of insecticide-treated bed nets.