Social Marketing
Nutrition and Physical Activity


Scenario 4


"I thought I convinced Dr. Richards about the importance of learning more about our specific audience but he still had concerns with the idea of encouraging small behavior changes instead of the gold standard."

Dr. Richards "I don't understand why so much emphasis is being put on small behavior changes, like eating one more cup of vegetables. Don't we want everyone to be meeting our recommendations? Why should we put all our time and effort into changes that won't even get us to that point? With that same amount of manhours and money, we could mail brochures about obesity prevention to every state household."


"This is hard! He doesn't seem to understand the steps needed for behavior change. What should I say to help explain this concept?"