Community Mobilization to Improve Population Health Elaine J. Alpert, MD, MPH Adjunct Professor College of Health Disciplines HESO 449 January 2011

Community Mobilization Efforts Help communities identify and take action on shared concerns Use participatory decision making Two major forms: –Community advocacy –Community organizing / community building

Community Advocacy A process in which members of a community become involved in institutions and decisions that have an impact on their lives. Examples: –Lobbying –Phone banking –Letter writing campaigns –Letters to the editor –TV or radio appearances –Op-ed pieces –Community rallies –Lawn signs

Tips for Successful Community Advocacy Become an expert on the issue –base advocacy stance on solid science Identify, develop and nurture relationships with key stakeholders Promote new linkages among stakeholders Identify, develop and nurture relationships with key decision makers –staff, aides, elected reps, affected individuals

Tips for Successful Community Advocacy Formulate a concise, articulate message –elevator speech –talking points memo –press release –web site Organize others to action –broad representation –splits up the work

Tips for Successful Community Advocacy Make personal visits to policy makers Use media effectively –to promote your cause –to get positive press for your allies Reinforce message –info packet (include scientific data sources) –follow up thank you note

Tips for Successful Community Advocacy Volunteer to serve as a resource –maintain helpful contact Respond quickly to questions Follow up with help re: implementation

Community Organizing A process by which community groups are helped to identify common problems or goals, mobilize resources, and in other ways develop and implement strategies for reaching the goals they have collectively set. Community organizers work with and develop new local leaders, facilitating coalitions and assisting in the development of campaigns.

Community Organizing: Features Inclusion, collective ownership, relationship building, leadership development Focuses on collective vs individual action Focus on higher s-e levels for intervention Brings new voices to the table Changes balance of power

A Good Community Organizer Knows about the community Has strong communication skills Has access to appropriate resources –$$ –Space –Parking –Human Has excellent leadership skills Comes from within Has passion for the issue Has credibility – professional vs street

Steps in Community Organizing 1. Name the issue Grass-roots or citizen-initiated From within the community Community more likely to take ownership From outside Health board, legislator, well-meaning outsider Less likely to be trusted, integrated Need to build trust and earn respect

Steps in Community Organizing 2. Learn about the community*** Critical step if from outside History Geography Make-up Demographics Political leadership Cultural dynamics Ask, look and listen! Essential to ask about community concerns

Steps in Community Organizing 2. Learn about the community, cont. Identify and work with community gatekeepers know the community, how it functions are the power-brokers even if no formal titles community members know who they are can make or break the intervention

Steps in Community Organizing 3. Create an action team Begin with those already interested, get them on board early (core group) Identify core group key contact or leader see the need and have the passion and TIME technical skills (strategy and communication) interaction skills (empathy, problem solving) political skills (what to say and to whom, etc.) Broaden and expand (some will be more active) Don’t spend initial time trying to convert skeptics

Steps in Community Organizing 4. Assess the community Asset-based community building Focus on strengths and capacities, not problems Community capacity assessment Needs-based assessment Focus on problems, needs (Both are important)

Steps in Community Organizing 5. Develop an Action Plan Action team (community) sets priorities Best if by consensus instead of voting Stakeholders must have a role May need a skilled facilitator Turf battles may surface here May need to form task forces, subcommittees or working groups to deal with turf issues

Steps in Community Organizing 6. Execute the plan Primary strategy plus alternatives Include input of subcommittees Build base of support in community “Town” meetings Door knocking Petitions Media Give people specific and achievable tasks Follow up and maintain visibility

Leadership and Management What Effective Leaders Do What Effective Managers Do