Social Marketing
Nutrition and Physical Activity


Make Strategy Decisions

III: BehaviorWrite Behavioral Objectives

If you don't have specific baseline data on the behavior for your audience, write the objectives as specifically as possible without this information. Once you begin the intervention plan to collect this baseline data from the participants. At that time, you should go back to your objectives and revise them so that they are appropriately specific and measurable.


You may be required by your funding agency or your own organization to write objectives for your program or intervention. These objectives are not necessarily the same as behavioral objectives for a social marketing intervention. Check with your funding agency to find out what type of objectives they require. You may need to wait to write process and outcome objectives until you've started working on a detailed program plan and a monitoring and evaluation plan in phases 4 and 5.