Simplified Campaign Theory of Change - RarePlanet

T
o C Theory of Change
RARE | JULY 2011

What is a ToC?

Theory of Change

CR
Conservation Result
Changing our environment
What are we trying to conserve?
Rare’s Theory of Change

CR
Conservation Result
TR
Threat Reduction
Changing level of threat
What are the main threats to biodiversity?
Which can we reduce?
Rare’s Theory of Change

CR
Conservation Result
TR
Threat Reduction
BC
Behavior Change
Changing behavior
What behavior for which group must
change in order to reduce this threat?
Rare’s Theory of Change

CR
Conservation Result
TR
Threat Reduction
BC
Behavior Change
K
Knowledge
Changing minds
What knowledge is needed to increase
awareness and shift attitudes?
Rare’s Theory of Change

CR
Conservation Result
TR
Threat Reduction
BC
Behavior Change
A
Attitude
K
Knowledge
Changing beliefs
Which attitudes need to shift in order for
conversations to take place?
Rare’s Theory of Change

CR
Conservation Result
TR
Threat Reduction
BC
Behavior Change
IC
Interpersonal communications
A
Attitude
K
Knowledge
Changing the dialogue
What conversations are needed for
people to encourage adoption of new
behaviors?
Rare’s Theory of Change

CR
Conservation Result
TR
Threat Reduction
BC
Behavior Change
IC
Interpersonal Communications
A
Attitude
K
Knowledge
Understanding the Barriers
What are the barriers to the
adoption of these new behaviors
other than the need for changes in
Knowledge, Attitude or
Interpersonal Communication?
Social? Political? Economic?
Technological?
Rare’s Theory of Change

CR
Conservation Result
TR
Threat Reduction
BC
Behavior Change
BR
Barrier Removal
IC
Interpersonal Communications
A
Attitude
K
Knowledge
Rare’s Theory of Change
Changing the incentives
How can we remove the barriers to the
adoption of these new behavior change?
Who are the key stakeholders who can help
remove these barriers?

Simplified Campaign Theory of Change
know
•I know the locations of the MPAs in my
village.
•I know the benefits to ME if MPA rules are
followed (and the risk to me if they are not)
•I know how the reporting system works,
when to use it, and who to contact.

Simplified Campaign Theory of Change
feel
•I feel it’s important to “own” and protect the
MPA so we can have more fish to eat.
•I believe it’s worth the short-term sacrifice of
not fishing inside the MPA for the long term
gain of more fish for everyone. “It will pay off”
•I feel reporting is safe, easy to do, is a system
that works, and is part of my duty to report
illegal activity when I see it.

Simplified Campaign Theory of Change
talk
•I will talk about the benefits I feel I
do and will gain from following the
rules and encourage my fellow fishers
to stay strong and “do the right thing”
• I will talk about the information I
have on how to report illegal activities
and the role I feel I play in protecting
my MPA.

Simplified Campaign Theory of Change
do
•I will follow MPA regulations
•I will manage and protect my MPA
•I will report illegal activity to the right
authorities

Simplified Campaign Theory of Change
know
•I know the locations of the MPAs in my village.
•I know the benefits to ME if MPA rules are followed (and the risk to me if
they are not)
•I know how the reporting system works, when to use it, and who to contact.
feel
•I feel it’s important to “own” and protect the MPA so we can have more fish
to eat.
•I believe it’s worth the short-term sacrifice of not fishing inside the MPA for
the long term gain of more fish for everyone. “It will pay off”
•I feel reporting is safe, easy to do, is a system that works, and is part of my
duty to report illegal activity when I see it.
talk
•I will apply peer pressure to my fellow fishers who do not follow the rules.
• I will talk about the benefits I feel I do and will gain from following the rules
and encourage my fellow fishers to stay strong and “do the right thing”
• I will talk about the information I have on how to report illegal activities
and the role I feel I play in protecting my MPA.
do
•I will follow MPA regulations
•I will manage and protect my MPA
•I will report illegal activity to the right authorities