You don’t have to be a marketing expert to practice social marketing. It does, however, help to understand a few basic marketing principles: ä Know your AUDIENCE (really!) and put them at the center of every decision you make. Social marketing begins and ends with your target audience. In order to understand why your audience isn’t doing what you want them to do, you must understand what barriers are getting in their way. Understand also that you are not the target audience! ä It’s about ACTION. The process of heightening awareness, shifting attitudes, and strengthening knowledge is valuable if, and only if, it leads to action. Be clear in what.
