Rare Theory of Change

Rare and its partners always identify a conservation bright spot (a successful case study) on which to base the design of any cohort. Next, we reconstruct the formula for success – the factors, conditions, and sequence of events that led to positive change.

Rare calls this formula its “Theory of Change.” We do not launch a cohort without a solid Theory of Change, although strategy is continually refined during implementation.

Localizing the Theory

While a common Theory of Change is used by all campaigns participating in the cohort, local implementing partners adapt it to the needs and cultural norms of their communities. The Rare Theory of Change works all over the world, but only because strategies are tailored by local leaders and campaign messages are delivered by local voices.

Following are the steps that go into each Theory of Change. Rare and its cohort partners create a monitoring plan and target outcomes for each stage in this Theory.

Improve Knowledge
Make people aware of the nature around them and how their behavior affects it.
 

Shift Attitudes
Speak to people on an emotional level about the personal, cultural, and economic benefits of protecting nature.

Spark Conversation
Get people talking to each other about the issues. Research correlates community dialogue with increased likelihood of change.

Remove Barriers
Identify barriers — social, economic, political, or technological — that are prohibiting behavior change. Provide alternatives or solutions.

Change Behaviors
Promote sustainable alternatives or solutions to key target audiences through the Pride campaign.

Reduce Threats
Measure the reduction in human behavioral threats to biodiversity, such as overfishing or illegal logging.

Advance Conservation
Track changes in the health/population of the species or habitat being targeted for protection.