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🌍 **Why is a strong Theory of Change (TOC) essential?** At Population Media Center, our Theory of Change model is the backbone of our success. It’s effective because our programs meet people where they are, leverage scientifically-backed social change theories, and reach millions with entertaining and inspiring stories that trigger measurable behavior change. As Natalia Cereser, our VP of International Programs, emphasizes: _"Theory of Change is the great answer to the question, 'Why does it work?' This is why we develop a TOC for each design. Remember, there is nothing more dangerous than having great results and not understanding the why, because you might stop having those results and will not know how to move forward."_ This is why every PMC initiative is guided by a robust TOC, ensuring we not only achieve impactful outcomes but also understand the pathways that lead to them. Understanding the 'why' allows us to sustain and scale our efforts, bringing lasting change to communities worldwide. Check out our latest Theory of Change work in #Ethopia guided by Amy Henderson Riley, DrPH, MCHES with Population Media Center Ethiopia (and DKT Ethiopia) #TheoryOfChange #SocialImpact #BehaviorChange #GlobalHealth #PopulationMediaCenter #SBCC #SocialAndBehavioralChange #EntertainmentEducation #ResearchAndEvaluation #Ethiopia

On.point TOC maps out how actions lead to desired outcomes, ensuring focus, evaluation, and informed decision-making for effective program implementation.

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