Our theoretical frameworks
At MSI, we look at communications through the lens of behaviours. This is why we developed the behaviour change framework. A quick refresher below, full guidance is saved here.
An individual’s behaviour is shaped by social factors (including, but not only, social norms) as well as by broader environmental factors.
A successful behaviour change intervention works to affect multiple levels, as shown by the diagram above.
Our behaviour change frameworks are complemented by our work on strengthening health systems at different levels. This HSS (health-system strengthening) framework is divided according to the socio-ecological model as well.
As the diagram shows, the strategy for sustainable demand is made up of three key components: government partnerships (capacity-building); community engagement; and gender and social norms. Social norms are an essential feature of our strategy to build a long-term enabling environment, where individuals are empowered and free to choose the SRH services that are right for them.