How do theoretical models contribute to your understanding of the behaviour?

How does theory explain the undesirable behaviour and its causes

How does an analysis of the ‘history’ and context of the behaviour clarify your understanding of the behaviour?

Do other previous social marketing interventions shed light on the occurrence of the behaviour?

Do other previous social marketing interventions shed light on how the behaviour should be tackled?

How has the target audience been segmented to better understand behaviour?

Is the behavioural change…

o   replacing an undesirable behaviour with a new one?

o   adopting a new (additional) behaviour not yet practised?

o   focusing on an undesirable behaviour that the target audience does not identify as undesirable?

o   focusing on relapsed audiences in order to persuade them to reinitiate the behavioural change?

o   focusing on a new audience e.g. victims rather than offenders?

How well has the intervention been designed?

How well does the intervention address the behavioural change issue?

What evidence is there that this intervention has led on / learnt from previous ones?

What evidence is there that this intervention has incorporated behaviour theory into its design / activities

How appropriate are the initiatives of the intervention?

How might the social issue continue to be addressed in the future?