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FROM ADVOCACY TO SOCIAL MARKETING: The Amajuba Child Health and Wellbeing Research Project

FROM ADVOCACY TO SOCIAL MARKETING: The Amajuba Child Health and Wellbeing Research Project. Tim Quinlan HEARD (Health Economics and HIV/AIDS Research Division) 19 th May 2009. ACHWRP: Projected 5-yr project (2003-2007) Two aims:

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FROM ADVOCACY TO SOCIAL MARKETING: The Amajuba Child Health and Wellbeing Research Project

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  1. FROM ADVOCACY TO SOCIAL MARKETING: The Amajuba Child Health and Wellbeing Research Project Tim Quinlan HEARD (Health Economics and HIV/AIDS Research Division) 19th May 2009

  2. ACHWRP: Projected 5-yr project (2003-2007) Two aims: 1) compare welfare of orphans with ‘non-orphans’ in the context of HIV/AIDS (via: 3 annual surveys of approx 700 children plus their caregivers); 2) Facilitate the design of a coherent district-level child welfare management plan (via advocacy) INTRODUCTION

  3. 2002 (ongoing): Consultation with local govt. depts 2003: Linkages (e.g Mapping of NGOs and CBOs; create ‘community advisory committee) 2004: ‘Feedback’ (e.g.newsletters; radio; local presentations; informal referral to social workers; MOU with Dept social welfare) 2005: Local conference 2006: RAPID project (Outcome mapping –Advocacy plan) 2007/8: Advocacy plan = extensive interactions (e.g. Rschrs. on local govt task groups; create NGO representative forum) 2008-9: Social Marketing project History of ACHWRP Advocacy

  4. Outcome mapping exercise Define mission and focus for ACHWRP team to achieve 2nd aim ID Key strategic partners (Depts. Educ; Social welfare); ID means – more intensive interaction with Govt and NGO child welfare agencies Advocacy Plan: - Find opportunities for ‘engagement’ Successes: - Govt & NGOs respond to assistance from the research team - Movement towards welfare agencies working together Challenges: - HEARD initiatives seem not to work fast enough. - Initiative always from HEARD (activity stops when HEARD not involved) . ADVOCACY 2007-2008

  5. Social Marketing exercise - Response to challenges/limitations of advocacy - 6 phases: Baseline/Situational Assessment of HEARD's efforts and progress and opportunities with govt agencies Design of Social Marketing Plan Implementation of Plan Dissemination of a District-Level Child Welfare Management Plan Take up of the Management Plan Project Reporting Duration: 1 year (Sept. 2008 – Sept. 2009) ACHWRP Social Marketing

  6. Process Project Level Phases: Build Ability Monitor Implementation Build Knowledge & Conviction Build Credibility/Trust Build Awareness Build Motivation Secure Commitment Build Capacity Build Opportunity RAPID/outcome mapping Advocacy work

  7. Build Ability Monitor Implementation Build Knowledge & Conviction Build Credibility/Trust Build Awareness Build Motivation Secure Commitment Build Capacity Build Opportunity Social Marketing

  8. Essentially: 3 core ‘activities’; 2 ‘sub-activities’: 1 post-marketing follow up 1) Market segmentation 2) Communications (+ Local ‘champions’ support) 3) Experimental implementation of child welfare management plan (CWMP) (+ Formal approval) Plus: M&E of CWMP implementation SOCIAL MARKETING FORMATBuilding knowledge, conviction, ability, motivation & opportunity

  9. Situational assessment identifies: Who to target (differentiate government agencies according to roles, interests & accessibility) What to communicate to target markets (key messages) - How to influence target markets (identify problems & opportunities for child welfare) Market segmentation

  10. Local Govt & Municipalities Rotary Clubs NGOs & CBOs BroadReach Khulisa Management Services Provincial leadership Special Project (district & local municipal level The Valley Trust Legal Aid Board Special Project (district & local municipal level Dept of Home Affairs Dept of Public Works Aids Foundation of South Africa (AFSA) Amajuba District Municipality SAPS Dannhauser Local Municipality youthaids HEARD Nurturing Orphans for Aids Humanity (NOAH) Newcastle Local Municipality FBOs Ward Committees South African Social Security Agency (SASSA) Children in Distress Network (CINDI) Starfish National Association of Community Care Workers (NACCW) Utrecht Local Municipality Dept of Health CSOs Dept of Social Development Newcastle CSO Exco Unsung Heroes Dept of Education Media in Education Trust Arcelo-Mittal Parents of Vulnerable Children Isolezwe Newspaper (Zulu) Child-Headed Households Peer Educators Local ABSA Branch Newcastle Chamber of Commerce Level 1: Willing and Able Ukhozi FM (Zulu) Teachers w/in Schools OVCs Ilanga Newspaper (Zulu) Learners within School System Children <18 years old Traditional Healers Listed companies from outside the district & province Broader South African Public Level 2: Willing but Unable Rapport Newspaper (Afrikaans) The Mercury (English) Level 3: Un-willing but Able CSI Africa Amakhosi Metro FM: www.positivetalkservices.co.za Newcastle Community Radio Station Level 4: Un-willing and Unable Newcastle Advertiser www.health-e.org.za Level 5: Willing but Uninvited Citizens Private Sector & Media

  11. Core means = ‘journey mapping’ (child’s routes to services including barriers, gaps, etc) Reveal vulnerability of children in district Lack of service access via dissemination (fact sheets; press media: video) of statistics on service access; Key points in legislation (child rights,etc) Indicate opportunities for reducing vulnerability ‘systems analysis’ showing presence of resources [ infrastructure, funding] but inadequate deployment due to ‘silo-ism’; lack of effective procedures, etc; to suggest opportunities for ‘co-ordination’) Suggest basis for a DCWMP ‘Referral’ system for child to be directed as necessary from one agency to another to ensure access services (= means for ‘co-ordination’) Experimental implementation of DCWMP showing that it can be done Communications

  12. ‘Journey mapping’ Emphases include: ‘Shaming’: Video that deliberately shows the struggle faced by children to get services from different depts. (innoculation – DoH; Birth registration – Home Affairs; Social grants –Social welfare; Protection – Police/judiciary; School access/support -Education) Press releases (e.g. gaps between ‘rights’ and actual implementation by govt depts; Challenges/opportunities e.g. duplication of services; gaps between numbers requiring services and numbers actually reached; locations where services needed [via ACHWRP data] Communications/….

  13. Experimental illustration of DCWMP: 2 wards: establish referral system linking govt and NGO agencies & offices 1 ward:‘control site’ (no referral system but service access monitored) 1 ward: ‘outlier’ model (establish a ‘one-stop shop’) Implementation of ‘district child welfare management plan’

  14. Begins with experimental implementation (referal back to baseline situational assessment and theoretical principles of Soc. Marketing) Includes training of govt staff on the referral procedure Use of existing govt facilities (GIS; IDP dept) ‘local champions’ to assist with Monitoring Will involve NGOs (pressure groups) Continues post-Sept 2009 (to check there is actual ‘take up/buy-in’) M&E of DCWMP

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