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14 The Basics The BEHAVE Framework So, how do you use these marketing principles in the real world? To begin, try breaking down the behavior you want to change so that you can understand what is behind it. Only then can you think about how you might change it. At AED, we have developed a simple way to go about this, something we call the BEHAVE framework. Essentially, it is a worksheet that asks a few simple, but essential, questions: Who is the audience? What do we want members of the audience to do? What are their perceptions about the behavior? What can we do to influence those perceptions? The BEHAVE framework is organized around these key decisions, those that are made all of the time by anyone managing a marketing campaign. It is deceptively simple. As you will discover, however, filling in the blanks requires a lot of informed decision-making. Figure 3: The BEHAVE Framework Target Audience In order to help a specific target audience Who? Know exactly who your audience is and look at everything from their point of view. Action To take a specific, observable action under certain conditions Your bottom line. The audiences action is what counts. Determinants Will focus on: What determines the action Why? People take action when it benefits them. Barriers keep them from acting. Marketing Mix Through: Marketing mix aimed at the behavioral determinants How? Your activities should maximize the benefits and minimize the barriers that matter to the target audience.
The Basics 15 The BEHAVE Framework The framework is based on the presumption that before you even think about an intervention - a message, a system change, an outreach effort, whatever - you need to answer three questions: 1. Who is your target audience, and what is important to that audience? 2. What do you want your audience to do? 3. What are the factors or determinants that influence or could influence the behavior, and are they determinants that a program can act upon? Once you have answered these three questions, then you can consider this final question: 4. What interventions will you implement that will influence these determinants so that the determinants, in turn, can influence the behavior? The answers to these questions are the steps of the BEHAVE framework. As you can see, the questions are sequential, and each response informs the next. You must know a lot about your audience before you can identify the action you will promote. And, you should have decided upon the audience and action before identifying the perceptions worth addressing. Only then will you consider what types of interventions to develop, because the interventions will act on the perceptions that will act on the specific action for that audience. The BEHAVE framework helps slow your thinking down a bit to ensure that your assumptions are valid. Jumping straight from identifying your audience to designing an intervention is tempting, but this approach usually fails. We have all seen it happen: “We need to reach young African-American men; let’s produce a hip-hop video!” someone says. But the video does not connect with the audience or address the reason these men are not engaging in the desired behavior. The project is, therefore, doomed to failure. Using the BEHAVE model is not difficult to do. After all, this approach should not be entirely new to you. Every day, you make decisions based on evidence and assumptions. However, the BEHAVE framework helps slow your thinking down a bit to ensure that your assumptions are valid and that you have thought of everything before you make intervention design decisions. In the social marketing tools section of this book is a blank BEHAVE framework worksheet. Photocopy the worksheet and try using it to help you think through your marketing program. Social Marketing Behavior A Practical Resource for Social Change Professionals
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