Social Marketing
Nutrition and Physical Activity



One way to think of the process is start broadly and then narrow or refine your plan over time. You will go through several rounds of decision-making, each round asking you to be more specific in your choice of target audience, behaviors, and intervention strategies.

All of these decisions should be based on data gathered in the problem description and formative research phases.

The initial broad health problem is obesity. This leads to the first decision to narrow the focus to fruits and vegetables. This is then further refined to a more specific behavior, such as substitute a fruit or vegetable for a high-calorie snack. Finally, this is narrowed to a specific objective, such as: Increase by at least 10% the number of the target population substituting fruits or vegetables for higher calorie foods as snacks over a period of 26 weeks.