In the social marketing approach to communications, activities to achieve objectives are based on formative research to uncover the facts related to the intervention, implementation, and testing of messages and behaviors with the target groups themselves, and evaluation to determine the success of the intervention. Research is conducted to understand the cultural, attitudinal, economic, and logistical resistances that prevent people from carrying out the desirable behaviors. Such data proovide critical information to formulate better targeted and more effective messages, which eventually lead to better reception by the public -the ultimate beneficiaries. Well-designed communications are creative. They do not merely convey information in a conventional, factual manner, but deliver a message based upon the knowledge, attitudes, and perceptions of the target group.
Messages contain effective appeals or motivational statements.
Messages must address and respect these concerns, and at the same time appeal for behavior change. Many creative approaches and methodologies of social marketing are similar to the manner in which commercial advertisers approach product promotion.