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

Plan Components for the Problem Description

III. Behavior

photo of women exercising in a pool The third plan component is the behavior. Choosing a broad behavior begins the process of selecting specific behavioral objectives which will be written during a later phase. In the problem description phase, complete the following activities to identify the behavior and learn more about it

Gather information to help decide which behavior to promote.
Identify which potential behaviors are appropriate to address for each broad audience.
Identify potential benefits and barriers that the audience faces for changing their behavior.