Social Marketing
Nutrition and Physical Activity


Write Process and Outcome Objectives

Different types of objectives can be confusing. In this course we talk about SMART objectives, behavioral objectives, process objectives, and outcome objectives.

SMART objectives refers to the method by which objectives are written. They should be specific, measurable, achievable, relevant, and time-specific. All objectives should be written in SMART format.

Behavioral objectives are written to set a clear goal of the specific behavior you want the target audience to adopt. They are usually written in phase 3, strategy development. Both process and outcome objectives are written in phases 4 and 5.

Type of Objective Purpose Sample
Process To determine if the program or intervention is implemented as designed. In the first semester of Kids Walk-to-School, 20 community volunteers will commit to participating in organized walks to school.*
Outcome To determine if the program or intervention has the intended effects. They can be short-term, mid-term, or long-term. Behavioral objectives can be a type of outcome objective. Long-term outcomes can go beyond measuring behavior change to measuring health status. By the end of this school semester, the number of students walking to school will increase by 20%.*

*From Physical Activity Evaluation Handbook, p. 47