Course Overview
Social Marketing Basics
Phase 1
Module 2
Module 3
Module 4
Module 5
Module 6

Make Strategy Decisions

Develop Product Strategy

For example, formative research showed that tweens in Lexington, Kentucky, believed physical activity would give them more energy and make them look better. Instead of promising a long life free of chronic diseases, the program promoted energy and feeling good about oneself as some of the benefits of physical activity.

Once you have chosen the benefits to promote with your product, you must also consider how you will support those claims. Telling the target audience the benefits of changing behavior is only effective if they experience those benefits. Your messages, materials, and activities should combine to support your claims about the behavior.