How-To: Learn how you can build a campaign to advance behavior change for social good

The AMADC has partnered with the Social Marketing Association to bring you an interactive session about social marketing, a behavior change practice. Social marketing -- not to be confused with social media marketing -- uses of commercial marketing principles to influence human behavior for societal good.

Behavior change is not easy. If it was, we would all exercise regularly and eat healthy. Even when we know something is the right thing to do, we don’t always do it. We’re human: our actions are influenced by peer pressure, personal motivations and values, convenience, cost, and the list goes on. By understanding how our target audience sees the behavior we are promoting, including the benefits it would bring and any barriers that may stand in the way, we can implement a campaign that is informed and effective. With research and pilot testing, a successful campaign “marketing mix” will include various messages, psychology-based communication tactics, and diverse channels and outreach strategies. Finally, continuously evaluating a social and behavior change campaign is important to make sure it is impactful.  

This How To will give you various tools and strategies to help advance behavior change for social good.


11:30am – 12:00pm Registration and Lunch Buffet
12:00pm – 1:30pm Speaker Presentation and Q&A


  • When

  • Wednesday, October 18, 2017
    11:30 AM - 1:30 PM
    Eastern Time

  • Where

  • Georgetown University CCPE
    640 Massachusetts Ave NW
    Washington, District of Columbia 20001

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