In order to reach its objectives, the FS had to address five challenges:
• Mobilize teachers in their daily classroom work to foster a culture of democ•
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racy and productivity among Colombian children. Teach teachers new ways of thinking, feeling and behaving that could be applied to existing teaching habits and routines.This had to be done in ways that wouldn’t mean extra work for them, that they would deem important, and that they would be willing to accept. Design and produce instruments to mobilize the teachers. Generate broad collective action among teachers using their own capabilities and resources. Resolve the question of how a private organization such as FS could undertake a mass mobilization in public schools.
These issues guided the development of the FS Social Communication and Mobilization Program (SCMP) for school principals and primary school teachers.The program focused on 20,000 primary schools, and was designed to develop a shared vision of goals and actions. It recognized that even if the knowledge, institutional capacity and resources for educational reform exist, it is not possible to move forward without the support of the educators and managers within the system.
Communication and Social Mobilization: Criteria and Basic Concepts The SCMP was designed following several key principles. It began by considering how to mobilize the actors, who are the ones who turn the objectives of a reform into daily actions and decisions. Any kind of change also requires a convergence of interests and new ways to understand and organize a given situation. The actors must identify which decisions they can undertake and which materials are at hand to contribute to the final objectives. And even if an educational innovation or reform is properly designed and financed, it also must be well-communicated and capable of generating the enthusiasm needed to carry it out. Too often, communication and mobilization issues are omitted from educational reform. Resources are sometimes assigned to publicity campaigns, but this is not enough for social mobilization. Such mobilization requires individuals working together towards a common purpose. An effective mobilization must focus on “reeditors,” who are those individuals with enough credibility and legitimacy among their
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