
Theory of Change Model

Our Theory of Change model comprises of 4 key parts and it is a dynamic and not linear or sequential model.
The central section is a typical change process. However at Exp Social Marketing, we believe there are three key focus pillars that need to be addressed to achieve the desired sustainable change.
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Enabled Environment
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A need to change the environment/community/society norms that are barriers to change before we can get individuals to change their behaviour.
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We also need to get the community to ‘champion’ the behaviour, which will lead to ownership and sustainability.
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Access
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Access is both psychological and physical.
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By enabling the environment we will address psychological barriers.
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We also need to address physical access, even behaviours such as breast feeding have physical barriers i.e. the vicinity of the Baby to the Mother at feeding time.
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Demand Creation
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All successful behaviour change programs should lead to increased demand for the behaviour.
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Exp Social Marketing, through its communication, moves the target through the change process to a point of action and ultimately maintenance, having resolved both the environmental and access needs prior to creating demand.
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