Theoretical Foundation of iPledge Campaign

Background: The iPledge Campaign is a 'Women Against Abuse' initiative. This campaign originated in response to the rising incidence of domestic violence in Philadelphia. It embodies the mission of 'Women Against Abuse', by raising awareness of the prevalence and impact of abusive relationships, in order to prevent domestic violence. Objectives: Women Against Abuse wanted to provide a strong theoretical foundation for the iPledge campaign so that it could be studied by other organizations and replicated as per the requirement in different settings. Methods: Researched the existing health behavior theories used to influence the community to bring about the desired change in behavior, through literature review. A detailed understanding of the functioning of the iPledge campaign was taken into consideration to outline the theoretical foundation of this campaign. Results and Conclusion: The iPledge campaign has its concepts rooted in the different theories. This campaign integrates the concepts of Theory of Planned Behavior, Social Cognitive Theory, and Social Marketing Theory. The iPledge campaign attempts to bring about a change in the society by disseminating information, raising the awareness and getting the people actively involved in the cause for domestic violence victims.