How does social marketing work? Do these sorts of campaigns effect behavioral change?
Research has shown that the first step to individual behavior change is awareness and knowledge. Then, individuals start thinking about how behaviors may personally apply to them. The next step is to try the behavior. That’s the goal of Drive Less/Save More. It works to increase public awareness of transportation choices, especially trip chaining. These sorts of campaigns are proven to work. Consider the efforts to reduce cigarette smoking. Here in Oregon, sustained social marketing initiatives have dramatically reduced smoking rates. Since the anti-tobacco program began in 1997, there has been a 42 percent decline in per capita cigarette consumption. More people and businesses are recycling in Oregon today as a direct result of sustained public awareness efforts. The use of paid media is an important part of an effective campaign because it reaches a lot of people. It is a highly effective way to increase awareness and inform the public.
