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Social Marketing

 

          Social marketers use consumer-based models to design behavior change messages for target populations. Social marketing proves beneficial in selling “products”--prevention messages--to specific “consumer” groups--populations at risk for substance abuse and violence. Social marketing techniques create research-intensive, audience-centered interventions. For a social marketer, an effective prevention initiative begins by understanding the audience, clarifying the core message, and assessing available resources. Changing behavior patterns requires knowledge of current behaviors, particularly those that predispose populations to violence and substance abuse or enable it to continue. Social marketing programs are also designed to be benefits-oriented. Uniquely tailored to specific audiences, well-designed programs stress how the benefits of behavior change outweigh the perceived costs of making lifestyle changes. Due to a great number of inquiries about promoting prevention programs, resources have been provided on the website at your disposal.


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Office of Safe Schools
325 West Gaines Street, Room 554
Tallahassee, FL 32399-0400
Phone: 850.245.0416
Fax: 850.245.9978