Social Marketing
Nutrition and Physical Activity


End Products

At the end of phase 1, you should be able to do two things:
1. Draft a problem description.
2. Identify information gaps.

Draft Problem Description
All of the information gathered so far will be used to draft the problem description. There is no set format for a problem description. It is nice to have a detailed document where everything is written down, so that you can refer back to it if you need to justify any of your decisions. However, it is more important that you think through each of these elements as you begin your planning process.

The problem description is a working document for your benefit, and will be regularly revised as you move forward. You may abandon some options, add new information, or revise the content based on new knowledge you gain. So, it isn't necessary to spend time making it look nice unless you need to share it with your partners or with your funding agency.


You will want to note the secondary data and specific sources that support your decisions. If an issue arises that requires some discussion later, you will be able to review supporting data and your rationale for the decisions you make.