Social Marketing
Nutrition and Physical Activity


Step 1: Analyze Information Gaps

III. BehaviorIII: Behavior

Think Broadly
You may want to think about connecting the behavior to some larger benefit (for example, self esteem) that people desire. What emotional ties can be linked to your behavior? People don't buy commercial products only for their technical attributes (the type of rubber in the soles of the shoes, the quality of the material in the jeans). They buy the image and emotions that go along with the product (I'll be a better basketball player, or I'll get attention from others). However, you can only promote benefits that people can or will actually experience from doing the behavior.

Also, think broadly about potential barriers. There may be environmental and policy issues that are real barriers, but the target audience may not even be aware of them.