AED | Center for Social Marketing and Behavior Change

CSMBC creates and provides access to tested and targeted tools and resources to help our clients Do Better at Doing Goodsm. Our sought-after tailored technical assistance and trainings are designed to increase organizations' capacity and understanding of how social marketing can move them closer to their behavior change goals.

BEHAVE Framework
CSMBC’s approach, as a leader in the field of social marketing, incorporates continual learning into new techniques that help our clients achieve their goals. Our proprietary behavior change planning model is a straightforward process for getting from the overarching goal of a program to the specific actions designed to meet that goal. The BEHAVE Framework has become a well-known tool for clearly and simply moving behavior change campaigns forward.

The BEHAVE Framework, grounded on the principle that that asking the right questions leads to the right answers, helps clients distill their challenge into four questions:

Who are you trying to reach? (target audience)
What do you want them to do? (action)
What are the factors that influence or could influence the behavior? (determinants)
Which actions will be most effective in addressing the factors? (interventions)

After considering these questions, CSMBC can help create interventions, actions and materials to bring about the desired change in behavior.

CDCynergy
The CDCynergy: Social Marketing Edition was developed by CSMBC, adding social marketing principles, tips, tools, worksheets and case studies to the existing CD-ROM planning tool created by the Centers for Disease Control and Prevention (CDC). Building on the original CDCynergy model designed to help program planners develop and execute health communication programs, CSMBC revised the material to outline the steps and substeps to guide the thinking, planning, and logistics needed to execute a successful social marketing program. CDCynergy: Social Marketing Edition addresses four core program-planning phases essential to any social marketing approach:

Planning and formative research
Program design
Implementation
Assessment and evaluation

Upon completion of the new CD-ROM, AED piloted a two-layered “train the trainers” course and end-user workshop to give state health officers the knowledge and skills they need to maximize the information on the CD-ROM.

Social Marketing Lite
This little book is designed for people interested in social marketing who don't have big bucks. It showcases issues, themes, definitions, and case studies related to social marketing. Throughout, there are low-cost suggestions about how "thinking like a marketer" can improve social change programs. Two extended case studies illustrate the application of social marketing in designing specific programs in different
settings – one on HIV/AIDS prevention and the second about education reform in an Asian country.

Find out how CSMBC can help your organization Do Better at Doing Goodsm.
Contact us at: CSMBCinfo@aed.org


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