SUMA/Orchard Social Marketing is a partnership between two social marketing firms formed in 2002. They have conducted social marketing campaigns on a wide range of topics from adolescent health to vaccines. Social marketing is a process aimed at promoting behavior change through research-driven campaigns. It differs from traditional advertising in its focus on behavior change, consumer research, and holistic approaches. Effective social marketing campaigns are built on formative research with target audiences to inform all aspects of campaign development.

3. A dolescent Health A sthma A frican American B reastfeeding C ancer C ommunity Preparedness D iabetes D omestic Violence Prevention & Education E mergency Rooms E arly Childhood Intervention F ruits & Vegetables F lu Prevention F it Kids G en X H ispanics H IV Care I mmunizations J uice K issing Doesn’t Cause AIDS L egal Aid L itter Prevention health L iteracy M edicaid N urses O besity O steoporosis P erinatal HIV Q uestions about all this R espiratory Health S uicide Prevention T obacco Cessation T raining & T echnical Assistance U ndocumented Workers V accinations WIC W ebsite Usability for People with Disabilities Y outh Risk Behavior Survey Z obey

4. Social Marketing is a DISCIPLINE geared to promote behavior change . Social Marketing is a distinct process .

6. A good campaign should be built like a sturdy and buoyant boat. Plus, an understanding of the final destination, and the limits of what this little boat will carry.

10. Social Marketing Model

11. Steps for a Successful Campaign

15. Qualitative Research Allows the Audience’s Voice to be Heard

26. Instruments

28. Screener Project Name Population Gender Terminate Continue Age Usually a range Language What language are you comfortable speaking in a group setting? Essential Info Program Involvement, profession, receiving services Income Working with FLP- includes family size… Do you make less than? Race How would you describe your ethnicity or race? Disqualifiers Have you or anyone in your family… Open Ended Question What is the most important issue…

38. Competition

43. Pre-Test Basics Brainstorm Questions Category Example Question Attractiveness What do you think….? Acceptability How well does this catch your attention? AND does it catch you in a positive or negative way? Comprehensibility What does this say/mean? What is this asking you to do? Motivational What would you do after reading this? Relevance Who do you believe this was designed for? What will you do after reading/seeing/hearing this?

47. Evaluation Phase: Measuring Knowledge, Attitudes and Behavior Change

48. QUESTIONS?