The Steps of Change

The Steps of Change 2013

The Steps of Change is based on the findings of 60 years of Diffusion research on how people change. Diffusion findings about the change process were adapted by AOC into this simple conceptual tool for audience research and communication planning. The Steps of Change shows examples of typical obstacles at each step of the change process, what kinds of interventions may help overcome them, and whether mass media or interpersonal channels are likely to work best.

AOC can train your team to work with the Steps of Change and improve their audience research and analysis, and design of communication interventions.

Permission to use the Steps of Change is freely granted, as long as credit is given to Barbara A.K. Franklin, PhD and All One Communication for its design.


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