What is a theory of change?

A theory of change serves as a comprehensive framework that outlines the logical connections between activities and their intended impact within a public communication campaign. It details how specific actions will lead to the desired outcomes or changes in behavior, attitudes, or social conditions. This includes identifying the underlying assumptions and the context within which these changes are expected to occur.

By clearly articulating the causal pathways and mechanisms of change, a theory of change helps stakeholders understand the rationale behind the chosen strategies. It also serves as a guide for evaluating the effectiveness of the campaign and making necessary adjustments along the way. In essence, it is not simply about what is being done; it is about the strategic thinking that underpins the actions taken and the predicted outcomes of those actions.

Other options, such as outlining financial resources or planning distribution techniques, do not address the fundamental conceptual groundwork necessary for understanding how change is achieved, making them less relevant to the core purpose of a theory of change.