Social Marketing
Nutrition and Physical Activity


End Products

photo of a checklistDraft Problem Description

Checklist for problem description

  • Statement of the problem.
  • A list or description of the factors that contribute to the problem.
  • List of broad potential target audiences, secondary audiences, and behavior changes (with rationale for each).
  • Summary of any existing data about the problem, audience, and behavior.
  • Models of behavior change that may apply.
  • Best practices or lessons learned from other programs that may be similar.
  • (optional) List of your strategy team members and summary of how decisions will be made.
  • (optional) SWOT (strengths, weaknesses, opportunities, and threats) analysis.

Once you begin writing a draft problem description, it may be helpful to take a step back and assess your progress by answering the following questions:
1. What are your options for a target audience? For a behavior change? For an intervention strategy?
2. Are any of these options more appealing than others? How so?
3. Have you made any decisions? If so, can you supply a strong rationale for those decisions?