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Survey, Marketing & Outreach
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What is it?
A disciplined process to change the behavior of
population segments from undesirable to desirable
ones.
What Can It Be Used For?
Social marketing methods are used to help population
segments exchange one behavior for another. Behavior pairs
such as 1) smoking and not smoking, 2) drinking and not
drinking alcohol, 3) recycling or not, wearing a seat belt
or not, 4) cooking meat to a proper temperature or not, 5)
protecting the wetlands or not, etc. are examples. Social
marketing principles are used for community issues as well.
TBG Expertise
TBG has proven experience in training, designing,
developing, managing, and evaluating social marketing
campaigns. Our team has expertise in population
segmentation to better select receptive populations for
behavior change. With the USDA Food Thermometer Education
Campaign, we successfully designed and developed a campaign
that changed the behavior of a population segment to use
food thermometers in cooking meat. With our expertise in
writing peer-reviewed articles, we were asked to develop a
manuscript that has been submitted for publication review.
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