Why should program managers use theory to develop a communication campaign?
A. Behavioral theories help programs to understand why people behave the way they do. With this understanding, programs develop effective strategies to encourage healthy behavior or change unhealthy behavior. “Programmers don’t have to reinvent the wheel. They can use theories to provide a framework to help them work more efficiently and effectively, to reach their target audience.” — Ruwaida Salem [Listen to the interview] Case Study In Ghana Life Choices Program Increases Use of Modern Contraceptives Program Goals The Life Choices program sought to re-energize the national family planning program and to reposition the concept of family planning as relevant and beneficial to couples in Ghana. It sought to dispel myths and build social support for family planning. • In 1998, 45 percent of married women had a stated desire to delay the birth of their next child or stop childbearing altogether. • Only half of these women were using some form of family planning. • Nearly 40 percent of fa
Related Questions
- If PSI is not the only organization doing the BCC communication and there is another organization doing a big BCC campaign in the same program area, doesn’t PSI take credits of others’ work?
- Why should program managers use theory to develop a communication campaign?
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