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Introduce the section (as mentioned above explain what you will be doing and why it is important). This could attract a textbook/website/article reference on the CBSM in general. For example: 

“To approach a behaviour change program, the Community-Based Social Marketing framework has been selected. This comprises………

” Step 1: Select the Behaviour It is important to identify ‘what you want who to do’. Since you have already discussed the ‘who’ under Target Market Selection, this section will comprise the new behaviour that you are hoping the TM will be encouraged to adopt. You might consider the broader behavioural change required (e.g., env. issue of climate change, broad behavioural response is to reduce carbon emissions) and then to identify a specific behaviour (of many) that could be done.


Criteria to use as a check that the behaviour change is on track: 

1. Is this behaviour still divisible? In other words, does it involve several different behaviours? If ‘no’ then bingo!! 

2. Will the adoption of this behaviour impact the sustainability issue (e.g., reduce emissions)? If ‘yes’ we have success!! Note: if adoption of the behaviour would make little difference, then it might be better to consider a different behaviour that will have more impact if the TM adopts it. 


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