Theoretical models
You can use theoretical models or frameworks to inform the development of successful public awareness campaigns as you consider the target audience and what you want the target audience to change1.
These models contribute to the effectiveness of the public awareness campaign by explaining the process that the target audience uses to make behavioral changes.
These models contribute to the effectiveness of the public awareness campaign by explaining the process that the target audience uses to make behavioral changes.
The theoretical models commonly used in child abuse prevention messaging are:
Theory of Planned Behavior
Theory of Planned Behavior is that behaviors are immediately determined by behavioral intentions involving three factors:
- * attitudes toward behavior,
- * subjective norms, and
- * perceived behavioral control.
Using this theory, effective public awareness campaigns may promote the idea that behavior change is positive along with people believing that actual behavior change is possible (attitude and subjective norms) by building confidence and offering specific steps (perceived behavioral control).
Transtheoretical Model
Transtheoretical Model describes the process of change from one behavior to a more beneficial one and involves five different stages when addressing a behavioral change. Public awareness campaigns may be most effective when they target their message with the audience’s level of readiness to change.
