Theory of Change (ToC)
A Theory of Change (ToC) is a road map that plots the journey from where we are now to where we want to be. The ToC serves to create a common vision of long-term goals, how they will be reached, and how progress will be measured along the way. A ToC forms the basis for strategic planning, and it clearly articulates how shifting behaviors and social norms will reduce threats to biodiversity. There are seven elements of a Pride campaign ToC: Conservation Result points to the conservation target (ecosystem or species) the campaign is trying to conserve, and what the expected long-term result is. Threat Reduction points to the main threats to the conservation target that can be reduced. Behavior Change focus on the human behavior that must change in order to reduce the identified threat. Barrier Removal identifies the barriers to adoption of the new behavior and how can they be removed. Interpersonal Communication describes what conversations are needed to encourage people to adopt the new behavior. Attitude identifies what attitudes must shift for these conversations to happen. Knowledge is the cognition needed to increase awareness and help shift these attitudes.
• Campaign site and thematic knowledge and experience
• A prior analysis of site conditions including geographic scope, conservations targets, threats and contributing factors.
• Clear long-term goals of implementing partner
Some of the key elements of success related to the ToC include, a clear, unequivocal connection between the expected conservation result, and the threat the campaign is trying to reduce. Even though the selected threat may not always be the most important menace to the conservation target, it has to be one that can be mitigated through human behavior change. Likewise, identifying a specific behavior change that is directly linked to the selected threat is vital.