Theory of Change

GenWell’s Theory of Change is grounded in the belief that human connection is a foundational, upstream driver of our health, well-being, and the strength of our society. At a time when social isolation, disconnection, and loneliness are on the rise, our approach focuses on shifting awareness, building understanding, and inspiring action at a population level.

By educating Canadians on the importance of social health, empowering them with simple, practical tools to build connection into their everyday lives, and catalyzing collective action through national campaigns and shared moments, we aim to normalize connection as a core part of how we live, work, and engage with one another. Through this sustained behaviour change, we believe we can strengthen individuals, communities, and institutions, creating a more connected, resilient, and thriving Canada.