The Social Marketing & Behavior Change Program

From Thinking to Doing:
Using Social Marketing to Change Behavior and Your World

So many times, organizations think people’s “awareness” of their programs and products will spur them to action.  The brutal fact is awareness alone does not always lead people to change behavior.  If you want a target audience to adopt a lifestyle, buy a product, or support your cause, you have to go beyond simply telling them about it.

Tait shows you how to use elements of behavioral psychology and social marketing to stimulate behavior change in your organization and community.  Don’t get the idea that because “behavioral psychology” is used in the description that this will be a geek fest.

Among many other elements, this presentation covers:

• Explicitly stating what you want people to do and building a program targeting that behavior.
• Using research to define who to direct your messages toward…reaching “everyone” is not good enough.
• Reframing your issue to encourage people to act on it…the obvious way is not always the best way.
• Developing an evaluation plan for your program…determining if people are, in fact, changing behavior.

The program is an interactive and multimedia presentation which challenges participants to rethink the way they’re reaching their stakeholders or customers – in particular, what are they asking them to do?

Tait walks his audiences through well-tested tactics (all rooted in the behavioral sciences) that encourage people to behave in ways that could lead to healthier, safer and more sustainable communities.