The Community Readiness Model is a theory-based model that is strategic in nature. It is designed both to assess and to build a community’s capacity to take action on social issues. It partners well with social marketing research by providing a framework for assessing the social contexts in which individual behaviour takes place and by measuring changes in readiness related to community-wide efforts. This article describes the theoretical roots of the model and describes how the model can be used as a tool for formative research, programme evaluation and as a catalyst for community mobilisation.
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