After the assessment and before the “ask”: Planning for social mobilization Colette Chabbott, Adjunct Faculty International Education Program, George Washington University All Children Reading by 2015: From Assessment to Action Washington, DC April 12-14, 2010

Structure of presentation  Main messages  Terminology  Crafting a communications tool Using modified Spitfire approach  What can communities do? Pratham as an example and a non-example Literacy Boost All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Main messages: # 1 & # 2 1. To date, Early Grades Reading Assessments (EGRA) alone have not led to spontaneous social mobilization and effective action. 2. In addition to conducting & analyzing an assessment, in each context, would-be social mobilizers need to identify A. potential target audiences for mobilization; B. for each target audience, do-able, yes-able actions or interventions they can take to support children’s literacy; & C. for each target audience, cost-effective communication tools that clearly explain how to take those actions. All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Main messages #3 & #4 3. Many exemplary reading interventions and communications tools exist somewhere, but before they can be scaled up successfully in a new place, each must be adapted, piloted and simplified several times. 4. Partnerships including government and civil society organizations can help to move the social mobilization process along more quickly. All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Social mobilization: why is everyone talking about it?  An education crisis is calling for extraordinary measures.  Governments have resource limitations  must mobilize additional resources to scale up.  Sustainable scaling up  commitment by broader group of stakeholders All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Social mobilization: two types  Mass mobilization Very large scale, often national Involves services of professional mass marketing firm  Community mobilization Usually involves a change agent organizing/mobilizing at the community level Often involves civil society organizations working at the grassroots/school level All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Social mobilization & communications  Communications media : radio & TV announcements billboards and posters advertisements in newspapers contests, festivals adult literacy materials and newsletters  Lots of success in public health, only a few successes in education Meena All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Crafting communication tools * 1. Start with strategy, end with tactics. Strategy = select goal + identify decision maker + select target audiences + identify messages + select tactics/media _______________________________ * The following slides represent a modification of the Spitfire Smart Chart© approach. All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Crafting communication tools 2. Make hard choices. 3. Tailor the communication to the audience. All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Step 1a: What is your goal?  Broad, long term, by 2015: 100% of children complete quality primary school [quality = all children independent readers]  Measurable, short-term, by end 2011 : 75% of children read at grade level by end of G2 in 2011 All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Step 1b. Who are your decision-makers?  Budget authorities  Ministry of Education  Teachers  Parents All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

2a. What are your assets & challenges?  Internal: Funds Staff time & expertise Reputation Spokespeople  External: Allies/coalitions Opposition/competition Timing Research All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

2b. What do you need communication for?  To frame People are talking about poor quality education but not about the role of reading in improving it  To fortify and amplify People are talking about children dropping out by Grade 4, but not about what goes on in Grades 1-3.  To reframe People are talking about poor quality education as a government problem, not one they can affect All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Step 3a: Pick your audience(s)  Students  Parents  Teachers, principals  Community leaders  Unemployed, educated youth  Education officers at decentralized level of government “Targeting everyone means you reach no one” All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Evaluate each audience separately. Step 3b: What are they thinking? Use focus groups to explore: How ready are they to take action? How can you help:  More knowledge?  More willpower?  Reinforcement for action in progress? What are THEIR core values/perceptions? “Perceptions matter MORE than facts.” All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Evaluate each audience separately: Step 3c. What will be your message? What value will you tap into? (YES-able) What misperceptions will you have to overcome? (DO-able) What is the simplest thing you can ask them to do? All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Step 3c.1: What can parents & teachers do? All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Examples Pratham ASER training Pratham Read India Pratham Library All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Step 3c.2 What can parents & teachers do? Banerjee, A. V., R. Banerji, et al. (2008). Pitfalls of participatory programs: evidence from a randomized evaluation in education in India. Policy Research Working Papers. Washington, World Bank: 34. Hirschman, A. O. (1984). Getting ahead collectively: grassroots experiences in Latin America. New York, Pergamon. All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Evaluate each audience separately. Step 3d: Who will be the messenger? Who will they listen to? Who can reach them? Who is their social reference group? Can you show a trusted leader taking action? All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Evaluate each audience separately. Step 4: Communication activities  Tactics  Timing  Assignments  Budget All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Step 5: Measure your success All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Main messages: # 1 & # 2 1. To date, Early Grades Reading Assessments (EGRA) alone have not lead to spontaneous, large-scale social mobilization & effective action. 2. In addition to conducting & analyzing an assessment, in each context, would-be social mobilizers need to identify A. potential target audiences for mobilization; B. for each target audience, do-able, yes-able actions or interventions they can take to support children’s literacy; & C. for each target audience, cost-effective communication tools that clearly explain how to take those actions. All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Main messages #3 & #4 3. Many exemplary reading interventions and communications tools exist somewhere, but before they can be scaled up successfully in a new place, each must be adapted, piloted and simplified several times. 4. Partnerships including government and civil society organizations can help to move the social mobilization process along more quickly. All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

For the working group 1. a. What is your goal? b.Who are your decision-makers? 2. b. What do you need communication for? 3. a.Pick your audience. b. What are they thinking? (Who will do focus groups?) c. What is the message for this audience? c.1. What can this audience do individually? d. Who will be the messenger? (What is the private sector role?) 4.* Tactics 5.* How will you measure success? All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010

Why such big programs in India? All Children Reading by 2015: From Assessment to Action Washington, DC, April 12-14, 2010