Our Theory of Change
A theory of change is a way to explain how and why we believe change happens. It connects the work we do every day to the broader, long-term outcomes we’re striving for. It lays out our beliefs, our methods, and our assumptions—and keeps us accountable to the communities we serve.
At White Ribbon Alliance UK, Ask Listen Act is our theory of change. It’s how we ensure that people—especially those facing the greatest disadvantage—are not only heard but centred in shaping the solutions that affect their lives. We believe that by asking people what they need, listening with humility and care, and acting with purpose and transparency, we can create more just, responsive, and equitable systems. It’s simple, radical, and proven.
What is Ask Listen Act?
Ask Listen Act is a powerful, people-centred theory of change that puts the needs and voices of individuals at the heart of decision-making—especially in healthcare, social care, and support services. Rooted in respect, dignity, and accountability, this framework challenges systems to do better by doing something very simple, yet often overlooked: truly ask people what they need, listen to their experiences without judgement, and then act on what they’ve shared.
Why it Matters
Too often, people—especially those from marginalised communities—are dismissed, spoken over, or ignored in systems meant to support them. Whether it’s a birthing person navigating maternity care, a survivor of trauma seeking help, or a parent advocating for their child, the pattern is the same: voices go unheard, needs are unmet, and harm continues.
Ask Listen Act is our commitment to break this cycle. It’s about moving beyond consultation and into co-creation. It’s about holding systems accountable to the people they serve. And it’s about ensuring that policies, practices, and care are shaped by those with lived experience.
Our Approach
We embed Ask Listen Act in all our work—whether we’re training healthcare professionals, supporting midwives, educating families, or influencing policy. It’s more than a principle. It’s a practice.
That means:
Asking the right questions in ways that are safe, inclusive, and accessible.
Listening with care, humility, and a willingness to change.
Acting with transparency, urgency, and partnership—so that words lead to real impact.
This method has shaped everything from the Free From Harm training and the What Women Want campaign to the development of our Ethical Assisted Conception Hub, the Free From Harm training programme, and our new IMPACT Framework for assessing equity in maternity care.
It’s also how we created our digital peer support network, published trauma signposting guides, and restructured our advocacy tools to be grounded in community voice—from training for birth workers to working groups with NHS commissioners.
Join Us
We believe that listening is a radical act—and acting on what we hear is even more powerful. Join us in demanding systems that Ask, Listen, and Act—not just for some, but for all.
Explore how we’re using this approach to shift culture, transform care, and centre those who’ve been ignored for far too long.