The goal may be a change in the behavior of the individual, but that may be accomplished by changing the environment that influences behavior. The product is the desired outcome, for instance eliminating drunk driving. The price is what it will cost the individual to change their behavior, for instance abstaining from drinking, taking a taxi, or choosing a designated driver. Place is where the product is found, such as a non-alcoholic coffeehouse, or bar which offers designated drivers free sodas. Promotion is getting the message out, using media such as billboards, posters, radio advertisements, newspaper articles etc.
Communication is an essential tool of a social marketing campaign.
However, it only works if the prevention specialists and concerned community members, educators, parents or students have done their homework and adopted realistic goals. These goals include identifying the target audience and testing the materials and messages. All the slick advertising materials in the world won't catch on if the slogan isn't acceptable to the target audience, or the message is placed in a source they don't use. Be sure materials are culturally sensitive. Campaigns appealing to elementary students are not likely to be effective on high school students and vice versa.