Campaigns to End Violence against Women and Girls - Virtual ...

However, to ensure that survivors actually use the number advertised, multiple factors
that encourage or prevent them from calling the line need to also be taken into account.
For example, where domestic violence (DV) is widely considered to be a normal part of
married life, women may feel they may be rebuked if they call the hotline. In that case,
the theory of change needs to determine how to make it clear to DV survivors that their
calling the helpline is legitimate, will be welcomed and may contribute to improving their
situation.
Nevertheless, the fact that a theory of change is not easily expressed in a few words
does not mean it won’t be effective. Examples or visualization, such as the map by
Raising Voices shown below, help to identify the main drivers of change.
It is recommended to draw on existing theories, e.g. from social psychology and
communication science, when determining an appropriate theory of change for
behaviour change campaigns.
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Campaigns December 2011