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Upstream Social Marketing
    Eat your vegetables. Come to our workshop. Stop smoking.
Talk to your kids about sex. Ask, advise, and refer your patients.
   
         
     

Each of these actions can benefit an individual or the entire community, but in order to make it happen, people have to change their behavior.

Promotion is often what people associate with social marketing. However, that’s only a small piece of the picture. Understanding why people are motivated to change (or not change) is necessary. If you don’t understand that, no brochure, ad, or poster will be able to tackle the problem, and, most importantly, your program won’t be sustained when the ads stop running.

Social marketing is about understanding the barriers to and motivations for changing behavior. Social marketing is about helping people move forward on a continuum of change in reasonable steps rather than a giant leap.

Because everyone changes on the installment plan.