Step three: Developing your programme

Based on your segmentation, the next stage is to develop and test activities that are likely to affect behaviour change.

You should:

• Look at existing plans in place (regionally and nationally) and see if you can incorporate them into your social marketing programme.
• See if you could involve key local and regional stakeholders to help endorse and implement your programme
• Look at national messages and see if they are relevant to you locally
• Look at the national insights to audience motivations and barriers to reduce drinking and develop a 'barrier and exchange' model which your programme can be based on
• Develop a number of activities that are relevant to your target audience and most likely to change their behaviour. These may include communications techniques, peer-to-peer activity, self help, changes to services or partnerships with stakeholders. The DH is producing guidance about commissioning and the High Impact Changes and this will be available on ALC very soon. More information on the High Impact Changes.
• Test and review your plans with the target audience before rolling them out more widely

See the Resources section for details of marketing materials that you may want to include as part of your intervention.