Social Marketing and Social Mobilization have evolved differently in the developing and developed nations. Its concepts, practice and application have changed overtime. This blog aims to list down definitions and advantages and disadvantages of the communication strategy models providing comprehensible framework to social marketers and development communication practitioners in working with social issues.
COMBI Model
Also known as COMmunication for Behavioural Impact is a framework for planning and a method for implementation integrating both behavioural and social communication within public health campaigns. This is more of like communication used during outbreak (UNICEF, 2005).
Communication is an integral part in disseminating information especially when it comes to public health. Such in the case of COVID-19 and the conspiracies, the spread of the virus is as fast as the spread of alternative facts online. The “infodemic” (information + pandemic) has undermined public trust and has brought upon layers of confusion, unnecessary debate and panic. This is where the model, when implemented could have been very useful.
Pros
- The method provides more contexts to outbreak prevention and control as most of the details are not aired via media.
- Helps to identify how behavioural and social communication interventions can be planned systematically to encourage everyone in the community dialogue.
- Also aids in the solution during outbreaks.
- Improves knowledge especially in public health information dissemination.
- Gives more backing in the community action through social mobilization.
- Creates a safe and secure environment.
- Aids in designing an effective public health policy.
Challenges
- Failure to identify trustworthy individuals tied to raising awareness
- Questions raised due to credibility of information
- Trainings to enhance credibility
- Liberation and social liberation
- Bridging knowledge gap
CUBE Model
This is a prioritisation tool that helps to address 1. Where, how and with who do we begin the communication strategy, 2. What communication strategies to be used and when and 3. How do we assess problems, prioritise issues and ensure resources for action (UNICEF, 2005)
Pros
- Flexible and can be used at the national, intermediate and peripheral levels, for focus or holistic interventions.
- It can be used for piloting or scaling up programmes.
- Helps to conduct a systematic assessment of a project area.
- Represents different parts and can be used to isolate the study and implement as to what will work best.
Challenges
- Mere-Urgency Effect – focuses on task and time management issues.
- Rebalancing quadrants when confusion arises between urgency.
- Full understanding of the CUBE Model and its functionality.
- Widely used?
8 Step Communication Model
8 Step is a communication planning model that enables users to create an effective and site-specific communication plan. The model will help assess where you are right now, if S.M.A.R.T. goals were applied, defining audience, develop pre-test, select best ways to deliver messages, create an action plan, develop pre-test materials and implementation and evaluation (Communication Resource Center., n.d.). The first half represents the development strategy and the remaining is call to action.
Pros
- Sets realistic and actionable communication goals
- Identify audiences and craft messages specific for such
- Adapts commercial marketing techniques to influence people as a call to action
- Applicability is for majority of social issues plan
Challenges
- Segmentizing audiences
- Prioritization
P Process
This is a tool for planning strategic and evidence-based public health communication campaigns. It is also used to design, implement, monitor and evaluate communication strategies.
Pros
- By using the method to the programs, it helps reduce transmission of HIV and maternal mortality and promotes family planning
Challenges
- As this is a tool, it is only useful as the data and thinking that go each step (Health Communication Capacity Collaborative, 2013).
Strategies, methods and channels of communication to be used must be considered prior to choosing a specific communication model. These are used to foster communication, explore options and evaluate situations, and understand how the audience interprets this and use for their development.
References
UNICEF. 2005. Strategic Communication – for Behavior and Social Change in Southeast Asia. Section2.7.1. pp35-37. Available at http://www.unicef.org/rosa/Strategic_Communication_for_Behaviour_and_Social _Change.pdf. Last accessed 18 August 2014.
UNICEF. 2005. Strategic Communication – for Behavior and Social Change in Southeast Asia. Section 2.7.2. pp37-39
Communication Resource Center. n.d.. Strategic Communication Planning. Available at http://www.sprc.org/library/GLSWorkbook.pdf. Last accessed 20 August 2014.
The New P Process. Available at http://www.who.int/immunization/hpv/communicate/the_new_p_process_jhuccp_2003.pdf
Health Communication Capacity Collaborative (November 2013). The P Process. Five Steps to Strategic Communication. Baltimore: Johns Hopkins Bloomberg School of Public Health Center for Communication Programs.