Program Planning: Models and Theories 1/22/04

Why Theories and Models? Builds clarity in understanding targeted health behavior and environmental context. Directs program planning - why, what and how? Directs evaluation as integral part

Explanatory Theory = Theory of the Problem Change Theory = Theory of Action

Planning Models

Social Marketing Approach

Key Concepts of Social Marketing Consumer orientation not expert driven Concentrates on a defined target group Must understand what drives current behavior and what “levers” can be used to drive and maintain new behavior

4 “Ps” of Social Marketing Product Price Place (distribution) Promotion (communication)

PRECEDE-PROCEED (Green and Kreuter) Systematic planning process Empowers individuals with understanding motivation skills active engagement in community affairs

9 phases 1-5 are diagnostic 6-9 are implementation and evaluation

PRECEED-PROCEED Planning Model

What is a Theory? Set of concepts, definitions, and propositions Systematic view of events or situations Allows explanation of events or situations

Applying Theories to Health Promotion Different theories work in different situations Combinations of theories are often most effective

A Good Fit Theory Is logical Is consistent with observations Is similar to those used in previous successful interventions for a similar situation

Two Main Options Change people Change the environment The most powerful approaches do both

An Ecological Perspective: Levels of Influence

Individual Level

Interpersonal Level

Community Level