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Social Marketing
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In designing a social marketing campaign, IDE seeks
answers to an additional set of research questions:
o What are the health problems to be addressed? o
Which behaviors will improve the situation? o
Which useful changes can social marketing motivate individuals to
make?
o
Who is using positive behaviors in the community? Why?
What are their dreams and fears? Whom do they listen to? Who are
the decision makers? |
In
contrast to traditional information, education, and communication (IEC)
campaigns, which focus on the information to be transferred, social marketing
campaigns begin with the participants and use information about their existing
knowledge, attitudes, and practices to design messages to motivate behavior
change. Instead of simply telling people about the importance of a health issue,
social marketing links the issue to the realization of an individual’s own
dreams. 
