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Figure 4: The C-Change Socio-Ecological Model (SEM) 26
Ecological models such as those featured above, and many additional communication and
sociological theories, 27 suggest that interventions aimed solely at individual ―common citizens‖ are
insufficient for fostering behavior and social change. One must include in the design of social change
interventions mechanisms for reaching influential individuals at the community level and at the national
level and one should also aim to shape public opinion more broadly through interpersonal and mass
media channels.
PDEV media programming in Niger and Chad can be explained using ecological models as a
conceptual guide. Sustained social change is increasingly conceived of as achievable only by simultaneous
interventions at multiple levels of society—individual, community and national/political. PDEV media
programming is a robust, ecological approach to social change. As such, it is designed to have impact at
multiple levels. In the 2010 mid-line evaluation and the recently conducted large-scale quantitative endline
surveys (early 2011), impact has been decisively demonstrated at two levels—individual and
community. This impact has been achieved through three years of mutually reinforcing activities that
26
The source of this graphic is C-Change Learning Package for Social and Behavioral Change Communication (V.2),
Module 0, p. 10. The C-Change socio-ecological model is adapted from McKee, Manoncourt, Chin and Carnegie
(2000), Involving People, Evolving Behaviour, Southbound/UNICEF.
27
Including Diffusion of Innovations (Rogers 2003), Social Learning Theory (Bandura 1997), Agenda Setting
(McCombs and Shaw 1991) and Social Convention Theory (Schelling 1981).
9