CommunicationforBehaviouralImpact COMBI

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1st Meeting of the Subgroup on Advocacy,
Communication and Social Mobilization at Country
Level
Communication-for-Behavioural-Impact
(COMBI) World Health Organization Mediterranean
Centre for Vulnerability Reduction (WMC),
Tunis Dr Everold Hosein, Communication Advisor
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Overview of COMBI

• WMC WHOs international centre for social
  mobilization, training, and operational research
  coordinates COMBI programmes, now present in
  over 40 countries worldwide.

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COMBI in Action
Lymphatic Filariasis Dengue Fever
Leprosy Tuberculosis Malaria
HIV/AIDS Other
Ukraine
Kazakhstan
Moldova
Afghanistan
Bahamas
Bangladesh
Nepal
Dominican Republic
Myanmar
Cuba
St. Lucia
India
Laos
Belize
Honduras
Barbados
Philippines
Burkina Faso
Guatemala
Sudan
Thailand
Trinidad and Tobago
Panama
El Salvador
Liberia
Nicaragua
Cambodia
Malaysia
Costa Rica
Sri Lanka
Ghana
Uganda
Suriname
Ecuador
Venezuela
Indonesia
Kenya
Brazil
Tanzania
Angola
Zanzibar
Mozambique
Bolivia
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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 to specific 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, precise
• behavioural goals orobjectives.

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Planning Principle 2

• COMBI Mantra 2
• Do nothing.
• make no posters, no t-shirts, no
• pamphlets, no videos, no caps, etc
• do nothing
• until one has carried out a situational
• market analysis in relation to
• preliminary 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 C onvinced that it is worthwhile.
• __________________________________________________
  __________________________________________________
  ______
• In time, we make the D ecision to do something
  about our conviction
• and later we take A ction 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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THE FOUR CS

• C Consumer Need/Want/Desire
• and 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
  relation
• to 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 Communication
• Integrated, 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. Community Mobilization
5. Point-of-service-promotion
3. Advertising
4. Personal selling/ Interpersonal communication
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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 sector partnerships

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COMBI 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 data provided 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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Some 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