How does social marketing work? Do these sorts of campaigns effect desired behavioral change?
Research has shown that the first step to individual behavior change is awareness and knowledge. Then the person starts thinking about how the desired behavior may apply to him or her. The next step is to try the behavior. That’s the goal of the Drive Less/Save More Campaign. The Drive Less/Save More Campaign will increase public awareness of transportation choices, especially trip chaining. These sorts of campaigns are proven to work. Consider the efforts to promote the use of seat belts and child safety seats, or encouraging women to avoid alcohol during pregnancy. 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
