| |
|
 |
|
| Create awareness & interest in a need
for change |
| |
|
| Addresses
Why People Don't Change: |
“I don’t know about it” |
| |
|
| |
|
 |
|
| Address values & influences |
| |
Education, Health Belief Model:
Benefits should be addressed early in this stage of your marketing
effort
Risks should be addressed later in this stage of your marketing
effort using persuasion tactics related to the risks |
| |
|
| Addresses
Why People Don't Change: |
“I don’t need to change” |
| |
“I don’t understand it”
“It's not important to me” |
| |
|
| |
|
 |
|
| Persuade, motivate & influence |
| |
Theory of Reasoned Action & Behavioral Modification |
| |
|
| Addresses
Why People Don't Change: |
"I'm not going to try anything new" |
| |
"I'm just not interested " |
| |
"It's too hard to change" |
| |
|
| |
|
 |
|
| Emphasize access & convenience |
| |
Theory of Reasoned Action & Behavioral Modification |
| |
|
| Addresses
Why People Don't Change: |
“I'm too busy” |
| |
"it's not convenient"
"I've had a bad related experience" |
| |
|
| |
|
 |
|
| Maintain the change |
| |
encourage a positive approach to the change;
create support for the change;
give confirmation during and after the change |
| |
|
| Addresses
Why People Don't Change: |
"I've had a bad experience with this
change" |
| |
"It's too easy to take just one puff
off that cigarette (or drink from that bottle) and boom! I'm addicted
again." |
| |
|
This
is a work in progress
What do you think of this
matrix as a reference table for Family Planning Personnel?
Does it make sense?
Is it useful?
C2 Strategies wants
to hear from you with edits, improvements, changes, how this matrix
could be used and how it could be improved.
Do the marketing strategies
and tasks fit with the stages of change?
Are the examples of why people don't change realistic?
Are there others of which you have heard?
Regular updates will be presented
on this web site with your suggestions and edits. Submit
you comments! |
