Step 3.6: Write the goal for each intervention.

What To Do

In this step you will:

  • write the goal for each intervention you have selected
  • clarify the process through which the intervention will achieve the goal
  • share your completed strategy with stakeholders and other decision-makers

When the separate interventions meet their individual goals, you should have met your overall program goal. In the next phase, you will define measurable objectives for each intervention goal.

How To Do It

Most effective social marketing interventions include multiple interventions woven together. For each intervention you selected, write a goal that sums up its role in impacting behavioral determinants.

Try to go further and explain how each intervention is expected to work to support or influence the audience to adopt the new behavior.

For example, the goal of a peer-led workshop with female college students could be to lower the barriers of fear and lack of skill in negotiating condom use with male sex partners. That goal could be achieved by providing support, practice with various scenarios and modeling.

Review your selected interventions and their associated goals as a group. Do the interventions in the mix:

  • lower the barriers to change that your audience segment faces?
  • offer the benefits that you have identified for the audience segment?
  • support one another to offer what the audience wants?
  • use resources effectively and avoid unproductive duplication?
  • stay within your budget?

After you are satisfied that your mix of selected interventions is feasible to mount and will result in achieving the overall behavioral goal for your audience segment, your strategy is complete. Share your strategy with stakeholders and other decision-makers, make any adjustments they require, and agree to move ahead to the next step.

Example:

The Teens Stopping AIDS campaign shows how, within a multi-component campaign, one component intervention can reinforce another by addressing the some of the same goals and by making target audience members aware of the other intervention.

Knowledge Check

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Complete My Plan

Go to your My Plan file and enter your intervention selections in Step 3.6.

You can fill in the Behavior Change Goals in My Model now too!

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