Make Strategy Decisions
Choose a Behavior
The "ideal behaviors" are those identified in guidelines, recommendations or documents like the Healthy People goals and objectives. While you can plan for long-term outcomes that meet the ideal goals, short term behavioral objectives should fall somewhere between baseline behaviors and the ideal, unless the target audience's current behaviors are very close to the ideal.
Also, you must choose an actual behavior, and not just knowledge or
attitudes. Changes in knowledge or attitudes may precede behavior change, but
should not be the end goal of a social marketing program.
The nutrition and physical activity behaviors that you will probably be working
with are permanent, complex lifestyle changes, which are more difficult to
change than single actions or simple, repeated actions.
Page 27 of 48 in Strategy Development