Simplified Campaign Theory of Change - RarePlanet
Simplified Campaign Theory of Change - RarePlanet
Simplified Campaign Theory of Change - RarePlanet
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T<br />
o C <strong>Theory</strong> <strong>of</strong> <strong>Change</strong><br />
RARE | JULY 2011
What is a ToC?
<strong>Theory</strong> <strong>of</strong> <strong>Change</strong>
CR<br />
Conservation Result<br />
Changing our environment<br />
What are we trying to conserve?<br />
Rare’s <strong>Theory</strong> <strong>of</strong> <strong>Change</strong>
CR<br />
Conservation Result<br />
TR<br />
Threat Reduction<br />
Changing level <strong>of</strong> threat<br />
What are the main threats to biodiversity?<br />
Which can we reduce?<br />
Rare’s <strong>Theory</strong> <strong>of</strong> <strong>Change</strong>
CR<br />
Conservation Result<br />
TR<br />
Threat Reduction<br />
BC<br />
Behavior <strong>Change</strong><br />
Changing behavior<br />
What behavior for which group must<br />
change in order to reduce this threat?<br />
Rare’s <strong>Theory</strong> <strong>of</strong> <strong>Change</strong>
CR<br />
Conservation Result<br />
TR<br />
Threat Reduction<br />
BC<br />
Behavior <strong>Change</strong><br />
K<br />
Knowledge<br />
Changing minds<br />
What knowledge is needed to increase<br />
awareness and shift attitudes?<br />
Rare’s <strong>Theory</strong> <strong>of</strong> <strong>Change</strong>
CR<br />
Conservation Result<br />
TR<br />
Threat Reduction<br />
BC<br />
Behavior <strong>Change</strong><br />
A<br />
Attitude<br />
K<br />
Knowledge<br />
Changing beliefs<br />
Which attitudes need to shift in order for<br />
conversations to take place?<br />
Rare’s <strong>Theory</strong> <strong>of</strong> <strong>Change</strong>
CR<br />
Conservation Result<br />
TR<br />
Threat Reduction<br />
BC<br />
Behavior <strong>Change</strong><br />
IC<br />
Interpersonal communications<br />
A<br />
Attitude<br />
K<br />
Knowledge<br />
Changing the dialogue<br />
What conversations are needed for<br />
people to encourage adoption <strong>of</strong> new<br />
behaviors?<br />
Rare’s <strong>Theory</strong> <strong>of</strong> <strong>Change</strong>
CR<br />
Conservation Result<br />
TR<br />
Threat Reduction<br />
BC<br />
Behavior <strong>Change</strong><br />
IC<br />
Interpersonal Communications<br />
A<br />
Attitude<br />
K<br />
Knowledge<br />
Understanding the Barriers<br />
What are the barriers to the<br />
adoption <strong>of</strong> these new behaviors<br />
other than the need for changes in<br />
Knowledge, Attitude or<br />
Interpersonal Communication?<br />
Social? Political? Economic?<br />
Technological?<br />
Rare’s <strong>Theory</strong> <strong>of</strong> <strong>Change</strong>
CR<br />
Conservation Result<br />
TR<br />
Threat Reduction<br />
BC<br />
Behavior <strong>Change</strong><br />
BR<br />
Barrier Removal<br />
IC<br />
Interpersonal Communications<br />
A<br />
Attitude<br />
K<br />
Knowledge<br />
Rare’s <strong>Theory</strong> <strong>of</strong> <strong>Change</strong><br />
Changing the incentives<br />
How can we remove the barriers to the<br />
adoption <strong>of</strong> these new behavior change?<br />
Who are the key stakeholders who can help<br />
remove these barriers?
<strong>Simplified</strong> <strong>Campaign</strong> <strong>Theory</strong> <strong>of</strong> <strong>Change</strong><br />
know<br />
•I know the locations <strong>of</strong> the MPAs in my<br />
village.<br />
•I know the benefits to ME if MPA rules are<br />
followed (and the risk to me if they are not)<br />
•I know how the reporting system works,<br />
when to use it, and who to contact.
<strong>Simplified</strong> <strong>Campaign</strong> <strong>Theory</strong> <strong>of</strong> <strong>Change</strong><br />
feel<br />
•I feel it’s important to “own” and protect the<br />
MPA so we can have more fish to eat.<br />
•I believe it’s worth the short-term sacrifice <strong>of</strong><br />
not fishing inside the MPA for the long term<br />
gain <strong>of</strong> more fish for everyone. “It will pay <strong>of</strong>f”<br />
•I feel reporting is safe, easy to do, is a system<br />
that works, and is part <strong>of</strong> my duty to report<br />
illegal activity when I see it.
<strong>Simplified</strong> <strong>Campaign</strong> <strong>Theory</strong> <strong>of</strong> <strong>Change</strong><br />
talk<br />
•I will talk about the benefits I feel I<br />
do and will gain from following the<br />
rules and encourage my fellow fishers<br />
to stay strong and “do the right thing”<br />
• I will talk about the information I<br />
have on how to report illegal activities<br />
and the role I feel I play in protecting<br />
my MPA.
<strong>Simplified</strong> <strong>Campaign</strong> <strong>Theory</strong> <strong>of</strong> <strong>Change</strong><br />
do<br />
•I will follow MPA regulations<br />
•I will manage and protect my MPA<br />
•I will report illegal activity to the right<br />
authorities
<strong>Simplified</strong> <strong>Campaign</strong> <strong>Theory</strong> <strong>of</strong> <strong>Change</strong><br />
know<br />
•I know the locations <strong>of</strong> the MPAs in my village.<br />
•I know the benefits to ME if MPA rules are followed (and the risk to me if<br />
they are not)<br />
•I know how the reporting system works, when to use it, and who to contact.<br />
feel<br />
•I feel it’s important to “own” and protect the MPA so we can have more fish<br />
to eat.<br />
•I believe it’s worth the short-term sacrifice <strong>of</strong> not fishing inside the MPA for<br />
the long term gain <strong>of</strong> more fish for everyone. “It will pay <strong>of</strong>f”<br />
•I feel reporting is safe, easy to do, is a system that works, and is part <strong>of</strong> my<br />
duty to report illegal activity when I see it.<br />
talk<br />
•I will apply peer pressure to my fellow fishers who do not follow the rules.<br />
• I will talk about the benefits I feel I do and will gain from following the rules<br />
and encourage my fellow fishers to stay strong and “do the right thing”<br />
• I will talk about the information I have on how to report illegal activities<br />
and the role I feel I play in protecting my MPA.<br />
do<br />
•I will follow MPA regulations<br />
•I will manage and protect my MPA<br />
•I will report illegal activity to the right authorities