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

Make Strategy Decisions

Choose a Behavior

As you choose an audience segment, you'll also make a final decision about what behavior you want the audience to do. Choosing one segment over another will probably have implications for the behavior you choose.

The specific behavior should be relevant to the health problem and feasible for the audience segment. For example, asking someone who currently eats around a half-cup of fruits or vegetables a day to start eating two and a half cups or more is probably not achievable. It may be most appropriate to choose a behavior that moves the audience towards the "gold standard" of recommended behavior, especially if they are not currently close to meeting that standard.