Use of role models
Provides examples of how to change.
Increases confidence in ability to change behaviour.
Persuades audience of positive benefits of change.

Affective impact
Affective/emotional responses encourage attention to and retention of information.
Emotions create opportunities for identification.

Links to social and cultural narratives
Information can be easily integrated into social expectations, norms, values, and political, and economic culture of affected audience.
Intervention is applicable to audience's everyday lives.
Intervention is presented in a narrative form familiar to audience.

Personalisation
Message is reinforced interpersonally.
Attention is individualised.
Messages are developed with issues and concerns of affected population in mind.

Cognizance of impediments and facilitators
Links programme to services or supplies.
Reflects infrastructure accurately.
Capitalises on formal and informal supporting norms and structures.

"Modeling and Reinforcement to Combat HIV: The MARCH Approach to Behavior Change" by Christine Galavotti, PhD, Katina A. Pappas-DeLuca, MA, and Amy Lansky, PhD. American Journal of Public Health 2001; Vol. 91, No. 10, pps. 1602-1607. Click here for the article on the American Journal of Public Health website.