The Behavioural Drivers Model - A Conceptual Framework for Social and Behaviour Change Programming

Summary

Vincent Petit’s UNICEF map asks “Why do people do what they do?”, joining up 25 theories and models so programmes stop defaulting to a communication campaign. Its deepest layer is meta-norms, “underlying ideologies and unwritten rules” that create and maintain everyday norms. Drawn in full, it concedes, the model would be “a system map closer to a plate of spaghetti”.

Rationale

Meta-norms are its nearest thing to a deep disposition. But it keeps the individual as the unit of change; our own map nests self within community and society.