Social Marketing
Nutrition and Physical Activity


Plan Components for the Problem Description

III. Behavioral objectivesIII. Behavior

photo of women exercising in a poolThe third plan component is the behavior. Choosing a broad behavior begins the process of selecting specific behavioral objectives which will be written during a later phase. In the problem description phase, complete the following activities to identify the behavior and learn more about it

  • Gather information to help decide which behavior to promote.
  • Identify which potential behaviors are appropriate to address for each broad audience.
  • Identify potential benefits and barriers that the audience faces for changing their behavior.