Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behavior in a sustainable and cost-effective way.

Benefits people and society and Behavior :

The goal of social marketing is always to change or maintain how people behave _ not what they think or how aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing. This is the value _ perceived or actual _ as it is defined by the people who are targeted by a social marketing intervention. It is not what is assumed to benefit them by the organisation that is trying to encourage the behavior change.

Planning Guide & Toolkit

This practical resource from The GROWSALE will help you develop, plan and deliver behaviour change projects that work. Drawing on lessons learned through years of research and practical experience, we’ll take you through the six key stages of successful projects, and provide tools and templates to support you through the process.

How do I use this guide?

Using this guide is very easy. You can either work through it in a systematic way following the planning process

Typically, scoping involves

It is critical to develop a rounded understanding of your audience and what moves and motivates people to behave in the way they do, including the key influences, incentives and barriers.


Crucial to this is undertaking pre-testing of ideas with the audiences, checking that the evidence and assumptions are relevant and actionable, and adjusting plans accordingly.

Account Management

Each account is updated to include latest brand updates and changes to match current marketing objectives.

Intended Outcome

A product or service that will be valued by the target audience, that will support the desired behavior change.

Marketing Analysis

Each account is updated to include latest brand updates and changes to match current marketing objectives.

Sharing your results

The communication of your results is a key responsibility for all social marketing practitioners and therefore one of the most important elements of the follow-up stage.

Preparing For The Launch Of The Intervention

The tasks you will need to consider include: preparing for the intervention launch; spotting opportunities and dealing with problems during delivery; monitoring and evaluating the process as it unfolds; gathering feedback from staff and stakeholders involved in delivery; and monitoring the wider environment for any changes or developments that might bear upon the intervention.

Depending on the feedback from key stakeholders, you may be required to adjust the implementation plan.  A key concern throughout is the successfully delivering the intervention and achieving the desired impact on the target audience’s behaviour within the timescales you have identified.

Preparing For The Launch Of The Intervention

This Is Where You Gear Up And Get All The Key

This includes: getting the necessary clearance and go ahead from, for example, senior managers; securing stakeholder approval where necessary; and ensuring that key stakeholders are properly bought-in.

Monitor external developments

What is it?

Monitoring the wider environment for changes that might have a bearing on the intervention.

Why do this?

Observing the wider environment for any changes (positive or negative) that might have a bearing on the intervention allows you to keep the intervention up to date and consistent with trends and developments in your area. It helps keep your intervention fresh and responsive.


Try and avoid looking only at the detail of your own intervention and getting too bogged down in the demands flowing from it.Keep an eye on the wider picture and remember that there will be many others in different parts of the country facing similar challenges. Stay ‘tuned-in’ to new priorities emerging that might affect your project. Stay engaged with the wider social marketing community and the growing stock of good practice available