With the ‘theory of change’ model as a starting point, I used a lot of ink thinking through my final project for Intro to Civic Media. As the theory of change model instructs, I began by thinking of the outcome of the project and worked my way back through it until I had determined the very first step. I realized while writing that I needed to ask and answer more questions about the project than I had anticipated.
The biggest challenge I faced with my model was that I did not know what aspect I wanted to focus on regarding the role of breast cancer marketing on cancer culture. All roads, or arrows in the case of the diagram, lead to the term “awareness.” What is “awareness” exactly? How do corporations think they are making consumers more “aware” of breast cancer by selling pink products? What does it mean to be aware of a cause? Does awareness create action?