Hygiene Promotion - IRC International Water and Sanitation Centre

The diagrams are taken from McKee’s book, and are intended to show how socialmobilisation links high-level advocacy with local communication efforts. The two-wayarrows of the “planning continuum” signify that advocacy is a repeated process and isadjusted and taken up by more and more partners as the programme expands.Figure 3. McKee’s ‘Planning continuum’The specific example of the Sanitation for All programme in Bangladesh shows the typesof organisations involved in the different processes. McKee’s model is a generalised one,and needs to be adapted for specific uses, such as hygiene promotion. Nevertheless, itsdefinitions and associations are helpful:“Advocacy is the organization of information into arguments to be communicated throughvarious interpersonal and media channels with a view to gaining political and socialleadership acceptance and preparing a society for a particular development programme.Social mobilization is the process of bringing together all feasible and practicalintersectoral social allies to raise people’s awareness of and demand for a particulardevelopment programme, to assist the delivery of resources and services and tostrengthen community participation for sustainability and self-reliance.Programme communication is the process of identifying, segmenting and targeting specificgroups/audiences with particular strategies, messages or training programmes throughvarious mass media and interpersonal channels, traditional and non-traditional.”IRC International Water and Sanitation Centre 17