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Social marketing2. Listen to the people you hope will change.Ask what matters to them,talk about how your targetbehaviour fits into their overall life. Get them to talk aboutincidents, episodes, events that made a difference to them.Look for what they want to get out of the behaviour and whomatters to them.3. Decide what you think matters.Compare people who do what you want with those whodon’t. Look for changing trends over time. Describe who youwant to change as though they were a character in a novel youwanted readers to know. What are they like, where do theylive, how do they act out the behaviour you care about? Bythis time, you should realize that you have several audiences -different segments to be reached in different ways.4. Can your thinking be generalized?Take the points you have decided are critical; such as thebenefits you think they care about, the kinds of messages andwords you think will work, and the kinds of spokesperson andchannels you think they believe in. Test your assumptionswith a representative survey.5. Deliver benefits people want.Deliver benefits, not information. Solve barriers people face,don’t just “educate” them. This means that service deliveryand communication have to be planned together, with onecomplementing the other. Service delivery provides thebenefits, but communication helps people believe benefits arereal and credible. Persuade as well as inform. Make peoplefeel good about change. Touch their lives with hope anddon’t scare them into denial.6. Monitor effects.You will make mistakes. To find and fix them, you need tomonitor what’s going on. Don’t just evaluate your programmewhen it’s all over. Selectively monitor those things youexpect to make a difference as the programme progresses.Monitor by looking for indicators of the behaviours youexpect to change.Further ReadingBandura, A. 1986. Social Foundations of Thought and Action: A SocialCognitive Theory.Englewood Cliffs, NJ: Prentice Hall.Bandura, A. 1977. Self-efficacy: Toward a unifying theory of behavioralchange. In Psychological Review, 84, 191-215.19
Planning education to care for the earthBecker, G. S. 1976. The Economic Approach to Human Behavior.Chicago, The University of Chicago Press.Fishbein, M. and I. Ajzen. 1975. Belief, Attitude, Intention and Behavior:An Introduction to Theory and Research. Reading, MA: Addison-Wesley.Fishbein, M. and S.E. Middlestadt. 1989. Using the Theory of ReasonedAction as a framework for understanding and changing AIDS-relatedbehaviors. In V.M. Mays, G.W. Albee, and S.F. Schneider (Ed.), PrimaryPrevention of AIDS, (pp.93-1 10). London. Sage Publications, Inc.Green, Lawrence W., Marshall W. Krauter, Sigrid G. Deeds and Kay B.Partridge. 1980. In Health Education Planning: A Diagnostic Approach.Mayfield Publishing Company.Kirscht, J. 1988. The health belief model and predictions of health actions.In D. Gochman (Ed.), Health Behavior: Emerging Research Perspectives,(pp. 27-41). New York. Plenum.Kotler, P. and A. R. Andreasen. 1991. Strategic Marketing for Non-profitOrganizations, Fourth Edition. Englewood Cliffs, NJ. Prentice Hall.Kotler, P. and E.L. Roberto. 1989. Social Marketing: Strategies for ChangingPublic Behavior. New York: The Free Press.Manor, R.K. 1985. Social Marketing: New Imperative for Public Health.New York. Praeger.Prochaska, J., & DiClemente, C. 1983. Self change process, self-efficacy anddecisional balance across five stages of smoking cessation. In A. R. Liss,Advances in Cancer Control: Epidemiology and Research. New York.Rosenstock, I. M., V.J. Strecher, and M. H. Becker. 1988. Social LearningTheory and the Health Belief Model. Health Education Quarterly, Vol.15(2): 175-183. Summer.Rosenstock, I. M. 1974. Historical origins of the health belief model. InHealth Education Monographs, 2:328-335.Smith, W. A. 1991. Organizing Large-Scale Interventions for SexuallyTransmitted Disease Prevention. In J. N. Wasserheit, S. O. Aral, K. K.Holmes and P. J. Hitchcock, Research Issues in Human Behavior andSexually Transmitted Diseases in the AIDS Era, (pp. 219-242). Washington,DC. American Society for Microbiology.Solomon, D. S. 1989. A Social Marketing Perspective on CommunicationCampaigns. In Rice, R.E. and Atkin, C.K.(Ed.) Public CommunicationCampaign, pp 87-104. Sage Publications. Newbury, California.Figure 5:20
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Page 9 and 10: ForewordMy introduction to IUCN - T
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IUCN education in Sahel and West Af
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