Audience-Driven Demand, Design and Delivery (ADDED) Framework

ADDED is a theory-based socio-ecological model to address a range of individual, social, and structural determinants of social and behaviour change (SBC) across health and development sectors. It represents FHI 360's behaviour-centred approach to SBC, as well as their emphasis on supporting positive social change.





The approach seeks to understand what people demand and to design and deliver interventions to address their needs, using a range of participatory methods, such as human-centred design and other participatory approaches. It also ensures that audiences and communities are involved throughout: from the design of SBC strategies through their delivery and evaluation.

The ADDED approach builds on a socioecological model for change to address multiple levels of influence on behaviour and applies specific SBC tactics based on where audiences fall on a spectrum of behavior change to (a) increase desire or demand for healthy behaviours, products, and services; (b) move audiences from intention to action; (c) support behavioural maintenance; and (d) facilitate individual and community advocacy for change. With regard to the latter, FHI's approach to SBC capacity strengthening and institutional strengthening applies a systems lens, working with actors throughout the SBC system to strengthen individual-, organisational-, and systems-level capacities and structures in sustainable and meaningful ways.