We all know behavior change is hard,
And when you work in social marketing,
[Or any health field for that matter]
Deciding on a behavior change can be just as tough!
So how do we answer,
“What behavior change should we focus on?”
Well,
You can start with research.
Look at the numbers,
Focus on issues affecting the most people,
Or ones that causes the worst outcomes.
It can also be helpful to think about
Populations that you can access, reach,
And would be receptive to your message.
You can also use qualitative research.
Get out of the office,
Spend time in the community,
Run focus groups, conduct in-depth interviews,
Engage with advocates, leaders, workplaces
Community members.
Ask, ask, and then ask some more.
Making sure you listen without any assumptions so you can
Focus on the issues that most impact or trouble them.
If money is a concern,
[Or when]
You can stick to issues where funding is available,
What donors, grants, and companies
Discuss, promote, and prioritize
For behavior change.
And for some of you,
It’s a good idea to stick with
Best fits to your company’s mission.
[Sorry, I meant “good idea”]
You could stop here,
Fully stocked with information to make a solid decision.
But where all of this may not give you
A crystal clear answer,
You can certainly add
Personal relevance.
Ask yourself:
“Which behaviors do I most wish were different?”
“Which behaviors am I most able to impact with my expertise or knowledge?”
“Which behaviors would help my coworkers feel more healthy, productive or supported?”
“Which behaviors would help my family, friends, neighbors, etc. improve their health or quality of life?”
“Which behaviors have I changed, or would I change, in myself that may also help others?”
Now these answers don’t take the place of data,
And are definitely not as important
As the clear desires and needs of your community,
Or money, mission or meaning.
But when multiple behaviors are equal,
It can give you an extra variable to consider,
And a behavior change that may be important
To you and your target audience.
