Advocacy Communication and Social Mobilisation

Advocacy refers to activities that seek to influence the influencers and decision-makers, so as to make TB more central as a public health agenda and enlist their (influencers’) support to create an enabling environment in support of the National TB Elimination Programme (NTEP) to eliminate TB. Advocacy fosters political will, increases financial and other resources on a sustainable basis, and holds authorities accountable to ensure that pledges are fulfilled and results achieved.

Communication is a process people use to exchange information about TB through media, including such channels of communication as mass media, mid-media, and Interpersonal Communication (IPC). Much of the communication effort on TB is concerned with transmitting a series of messages to the people affected by TB through mass media and mid-media, which are necessary but not sufficient. As ‘participation’ and ‘dialogue’ are necessary for effective communication, IPC occupies a place of vital importance. Communication aims to improve knowledge about TB and TB services and change attitudes and practices to encourage people to seek care and complete TB treatment.

Social mobilisation is the process of bringing together different stakeholders and building partnerships to prevent, detect, and cure TB. It targets different sections of the targeted population, say a village community, ward, or other small groupings, and raises awareness of and demand for the TB elimination program. The emphasis here is on community participation and involvement in TB case detection and cure.

Resources

• Operational Handbook on Advocacy, Communication & Social Mobilisation for RNTCP, Central TB Division, MoHFW, GoI, 2014.

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