1. Program Planning: Models and Theories
1/22/04

3. 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

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

5. Planning Models

6. Social Marketing Approach

7. 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

8. 4 “Ps” of Social Marketing
Product
Price
Place (distribution)
Promotion (communication)

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

10. 9 phases
1-5 are diagnostic
6-9 are implementation and evaluation

11. PRECEED-PROCEED Planning Model

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

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

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

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

17. An Ecological Perspective: Levels of Influence

18. Individual Level

19. Interpersonal Level

20. Community Level