Social Marketing
Nutrition and Physical Activity


Make Strategy Decisions

III: BehaviorWrite Behavioral Objectives

The purpose of a behavioral objective is for you to be very clear about what you want the target audience to do in response to your program. Even if your program is designed to develop policy and environmental changes, you still have a behavior that you'll ask your target audience (or a secondary audience) to do. Other objectives, such as those used for process and outcome evaluations are different from those used to identify and measure behavior change in your target audience. You will write those objectives in phase 4.

You won't be able to tell if your behavioral objective is achievable or relevant unless you know who your target audience is. What is achievable for one group may not be achievable for a different group.