Social Marketing
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Using Evidence to Select Interventions

Based on what you know about your audience, you can analyze existing interventions to determine if they apply to your particular audience and behavior. Think about the existing interventions as a starting point that will most likely need further refinement to meet your audiences' needs. Note any modifications that will need to be made. Most importantly, don't ignore your research results to adopt a program because it will be easy to implement.

The social marketing planning process supports the use of evidence-based approaches and interventions. Broad-level approaches (i.e., Community Guide) do not include information on how to implement the approaches. Those decisions are driven by what you learn during the problem description and formative research phases about

  • Barriers.
  • Incentives.
  • Motivators.
  • Key influencers.
  • Partner resources.
  • Other parameters unique to your audience.