1. ACSM at Country Level Sub Group Meeting
Advocacy, Communication and Social Mobilization (ACSM): Your Ally in TB Prevention and Care Efforts
Nicole S. Schiegg
ACSM at Country Level Sub Group Meeting
Cape Town, South Africa
5 November 2007

2. What is the goal of ACSM? To support your TB efforts by:
Improving case detection and treatment adherence
Combating stigma and discrimination
Empowering people affected by TB
Mobilizing political commitment and resources for TB

3. Key Elements for Implementation
Where do I start?
Key Elements for Implementation

4. Key Elements for Implementation
Planning → Implementation
Create a national partnership/ task force
Charged with planning, implementing and evaluating all activities
Conduct an ACSM Needs Assessment
Review epidemiological data
Identify priority populations
Determine behavioral goals
Develop a Workplan and Budget
Match behavioural goals and targeted audiences with activities
Establish benchmarks and process/impact indicators
Implement activities
Develop, pre-test and produce materials
Organize advocacy events, social mobilization activities, etc.
Monitor and evaluate results
National/ district/ provincial levels

5. Partnerships: Leverage Skills and Resources
Identify the stakeholders.
Establish communication channels.
Ensure the free flow of information.
Draw up and communicate the strategy clearly.
Ensure that time frames are realistic and that deadlines are met.
Plan and evaluate both partnership and intended change.
Establish partnership working as the “usual way of doing business”.

6. Needs Assessment Who are the audiences?
What are behavioral goals to be addressed?
What are the barriers?
What are your past experiences and current activities?
Who are the stakeholders and what are the assets?

7. Establishing Baseline Data
Available TB data and analysis:
Epidemiological (new TB cases, people living with TB, death rate, etc.)
Available Data to inform ACSM:
Administration-policy analysis
financial analysis, policy barriers, stakeholders analysis…
Education-Media analysis
literacy rates, circulation/audience stats
Socio-behavioural?

8. What is a KAP survey? Knowledge, Attitudes and Practices survey
Statistically-representative study of a given population
Uses a pre-determined questionnaire
Collects data that can be used for evidence-based decision-making in program planning

9. Why conduct a KAP survey?
Data helps you set priorities (i.e., to determine the most common problems).
Establishes baseline level of knowledge and baseline practices (to measure change as a result of interventions).
Data contributes to advocacy (i.e., to show the magnitude of a problem).

10. Other Ways to Collect Data
DHS Surveys
Focus group discussions
In-depth individual interviews (i.e.; with TB patients or medical providers)
Observation of patient-provider interactions
Exit surveys with TB patients
Key informant interviews
Stakeholder meetings

11. ACSM Process: Activity Indicators
M&E Framework for ASCM
ACSM Process: Activity Indicators
ACSM Impact
Advocacy Outcomes:
Knowledge of opinion leaders
Political commitment in policy and reports
Coverage advocacy activities/campaigns
Increased budget allocations
Increased
Suspect rates
Communication Outcomes:
Knowledge of population
Coverage IEC activities/ campaigns
Decreased
Drop-out rates
Social Mobilisation Outcomes:
Partners/communities joint action (NTP)
Coverage partners/communities TB plans
Increased capacity

12. Resources & Technical Assistance
How can I overcome obstacles?
Resources & Technical Assistance

13. Ways you can ask for help…
The design of formative behavior or demographic research studies or protocols (ex. KAP surveys, focus groups etc.) to establish baseline data, to identify target audiences and to determine behavior change targets;
Data interpretation to aid message development and to also identify target audiences;
Managerial assistance to develop ACSM strategy and to guide roll-out activities;
Project management training around project implementation at all levels;
Development of tools or instruments for ACSM monitoring and evaluation, which is required by the Global Fund;
Micro-planning training for implementation at sub-levels.

15. Plans for 2008 EMRO ACSM Planning Workshop
Country Technical Assistance Missions
Consultant Training
Consultant Guide

16. Contact Information
Ms Young-Ae Chu (Country-Level ACSM) -
ACSM at Country Level Website: