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What is the
Keystone Design Framework?

Over the years, PSI has successfully evolved a social marketing approach that is based on key principles we believe help ensure the successful design and delivery of interventions. These principles represent our marketing discipline and they maintain that PSI intervention should be:

  • Grounded in deep health area expertise
  • Underpinned by consumer and market insights, informed by behavioral therapy
  • Focused on the vision of a sustainable market
  • Harnessing commercial marketing principles and practices
  • Applying a user-centered, creative approach to design
  • Focused on value for money
  • Leading through learning

To help PSIers apply these principles to our work, we created the Keystone Design Framework, a simple yet rigorous approach to help PSIers apply marketing discipline to the design and implementation of public health interventions.

What are four major phases in the
Keystone Design Framework?

01

Diagnose

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02

Decide

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03

Design

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04

Deliver

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At the end of the process, design teams should have:​

Project
Summary

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Implementation
Plan

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Theory of
Change

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Supporting
Documentation

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Read the full positioning paper detailing our approach. To view Keystone process documents and more information, Click Here

Getting
Started

Connect with PSI if you are just getting started with a Keystone program design project, or are wondering if the process if right for your program.

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