Social Cognitive Theory
Processes of Change
The Condom Pledge is an organizational meta-network and social marketing campaign that aims to normalize condom use in young populations around the world. To do so, we employ techniques from three of the most widely esteemed theories of health behavior change.
The Condom Pledge is an organizational meta-network and social marketing campaign that aims to normalize condom use in young populations across the globe. Given the public health theorem that impact = reach x effectiveness, we extend our reach and magnify our effectiveness by targeting countries where access to social media is high and yet social approval of condoms is low. Accordingly, we have translated our advocatory efforts into nine languages for dissemination in East Asia, Southeast Asia, and Latin America.
Our founding blueprint is also deeply rooted in three of the most widely esteemed theories of health behavior change: interorganizational relations theory (IOR), the transtheoretical model (TTM), and social cognitive theory (SCT). With regard to IOR, we aim to forge promotional networks with HIV-prevention organizations worldwide. The goal of these networks is reciprocal: to first encourage the organizations to adopt our campaign and to then assist them in increasing their visibility. With myriad organizations endorsing a shared mission, we hope to achieve concerted action in advocating for global condom use.
Drawing upon the TTM, we also acknowledge that the behavioral adoption of condom use occurs in stages and that progression among stages must be guided by process of change variables. We therefore utilize the variable of self liberation by crafting our central message in the form of a behavioral contract known as "The Condom Pledge." This contract also represents an optimal strategy through the lens of SCT, which regards self-regulation, observational learning, and environmental determination as key constructs in the molding of health behavior. Specifically, the contract advances these constructs by allowing for goal setting among individuals, social role modeling among peers, and facilitation of the two strategies among organizations. We then expect the interplay of these personal, interpersonal, and organizational level factors to contribute, in turn, to the final TTM variable of social liberation by positively changing norms about condom use.