Social mobilisation

Social mobilisation is the term used to describe a planned effort to mobilise population groups, community and political leaders and other stakeholders behind a set of programme objectives and activities. A social mobilisation campaign could include a National Day (for example, for Sanitation) launched by the President or a top political leader. Groups within society, including NGOs, local administrators, schools, and government departments can be invited to undertake special activities up to and on the Day, and efforts made to ensure maximum media coverage. Social mobilisation can be a means of expanding communications channels and putting across messages about public health or environmental protection to a wide range of audiences. (See also Communications techniques.)