Environmental pollution
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comm4253_chap7_2020.pptxBehavior Objectives and Setting Target Goals
Chapter 7
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Setting Campaign Objectives
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Behavior: What do you want your audience to do?
Set of 5 criteria helps to narrow down behavioral choice
Impact, willingness, measurability, market opportunity, & market supply
Knowledge: What do you want your audience to know?
Refers to objective information provided to your audience. Not opinion.
Belief: What do you want your audience to believe?
Refers to messages aimed at altering attitudes, opinions, or feelings
Criteria for Selecting Behavior
Relative to other behavior options, how does a given social behavior rate in terms of:
Impact
Willingness
Measurability
Market opportunity
Market supply
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Behavioral Objective: Energy Conservation
| Behavior | Impact | Willingness | Measurability | Market Opportunity | Market Supply |
| Switching to fluorescent light bulbs | |||||
| Use less hot water | |||||
| Adjusting thermostat setting | |||||
| Line dry your wet laundry |
Rate Each Scale 1-5 where 5 is high.
Best guesses relative to others on the List
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Knowledge Objectives: Examples
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Information to motivate behavior
% of women who have heart attacks
Why cigarette butts are harmful to environment
Amt. of energy saved by unplugging unused electronics
Information to assist audience to do the behavior
How to prepare for an earthquake
Phone number for battered women
Belief Objectives: Examples
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Beliefs can be influenced via messages as well.
Increased physical activity will help you sleep better
You are at risk texting and driving
Proper disposal of your pet’s waste makes a difference
Beliefs are individual perceptions & often can be identified via looking at different models of behavior change
Specifying Target Goals
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Social campaigns need to identify specific projected goals they hope to achieve.
Changes must be attributable to the campaign.
Goals should be described using the SMART acronym.
Specific
Measurable
Achievable
Relevant
Time-bound
Resources for Setting Target Goals
A variety of options are available to provide benchmarks that can be used to help set target campaign goals.
Here are some examples...
CDC’s Behavioral Risk Factor Surveillance System
Healthy People 2020
Data from peers in other agencies
Data from nonprofits and foundations with a related focus
Academic studies
Federal agencies
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Alternative Means for Goal Setting
In situations where clear benchmarks are not available, the campaign can focus on setting goals for:
Campaign awareness
Knowledge change
Beliefs
Response to campaign elements
Intent to change
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