The presence of a means of carrying out the objectives. How and where to respond positively. The existence of an agency that enables an individual to translate motivation into action. Adequacy and Compatibility- ability and effectiveness of the agency in performing its task. A successful social change campaign depends on a society s readiness to adopt a particular objective, or change, and this readiness varies at different times.
Social campaigns are developmental and they go through phases.
Change agent- an individual or group that attempts to bring about a social change. Individuals or groups who are the target of appeals for change. Communication and distribution pathways through which influence and response are exchanged between agents and adopters. The term social marketing has come to be defined as a social-change management technology involving the design, implementation, and control of programs aimed at increasing the acceptability of a social idea or practice in one or more groups of target adopters. Social marketing uses the concepts of market segmentation, consumer research, product concept development and testing, directed communication, facilitation, incentives, and exchange theory to maximize the target adopters response.