Program Planning: Models and Theories

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Program Planning Models and Theories

• 2005

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Why Theories and Models?

• Builds clarity in understanding targeted health
  behavior and environmental context.
• Directs program planning - why, what and how?
• Directs evaluation as integral part

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Explanatory Theory Theory of the
Problem Change Theory Theory of Action
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Planning Models
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Social Marketing Approach
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Key Concepts of Social Marketing

• Consumer orientation not expert driven
• Concentrates on a defined target group
• Must understand what drives current behavior and
  what levers can be used to drive and maintain
  new behavior

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4 Ps of Social Marketing

• Product
• Price
• Place (distribution)
• Promotion (communication)

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PRECEDE-PROCEED (Green and Kreuter)

• Systematic planning process
• Empowers individuals with
• understanding
• motivation
• skills
• active engagement in community affairs

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9 phases

• 1-5 are diagnostic
• 6-9 are implementation and evaluation

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PRECEED-PROCEED Planning Model
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What is a Theory?

• Set of concepts, definitions, and propositions
• Systematic view of events or situations
• Allows explanation of events or situations

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Applying Theories to Health Promotion

• Different theories work in different situations
• Combinations of theories are often most effective

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A Good Fit Theory

• Is logical
• Is consistent with observations
• Is similar to those used in previous successful
  interventions for a similar situation

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Two Main Options

• Change people
• Change the environment
• The most powerful approaches do both

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An Ecological Perspective Levels of Influence
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Individual Level
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Interpersonal Level
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Community Level