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From Behavior to Strategies 41<br />
Determinants and the Concept of Exchange<br />
From Determinants to Program Activities<br />
Using your research and the analysis of your audience, the last step is to link the three or four<br />
priority determinants, and the benefits and barriers to interventions, or program activities. This<br />
linking requires a bit of science and creativity. You must answer the question: Can these determinants<br />
be changed and, if so, can my program activities help these changes?<br />
Some determinants may not be easily changed, and you may decide to put your program efforts<br />
(and resources) into those that can be more easily affected.<br />
Use the strengths of program activities to guide the matching. For example, mass media can<br />
reach more of your audience and is a better way to promote social norms or attitudes. Workshops<br />
and one-on-one interventions can more effectively instill skills and self-efficacy.<br />
When matching program activities to determinants, also ask yourself:<br />
• How can we promote the benefits?<br />
• How can we minimize the barriers?<br />
• Are there certain activities that are better suited to subsegments of my target audience?<br />
Spotlight on <strong>Social</strong> <strong>Marketing</strong><br />
Projects<br />
Helping children and families maintain<br />
a healthy weight through We Can! —<br />
a national program that integrates<br />
community mobilization with national<br />
media and partnerships.<br />
Partner: NHLBI<br />
<strong>Social</strong> <strong>Marketing</strong> Behavior A Practical Resource for <strong>Social</strong> Change Professionals
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