National Social Marketing Centre

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This practical resource from The NSMC will help you develop, plan and deliver behaviour change projects that work. Drawing on lessons learned through years of research and practical experience, we'll take you through the six key stages of successful projects, and provide tools and templates to support you through the process. 

Public health projects, such as reducing smoking or tackling obesity are probably the best-known examples of social marketing. But the planning guide has been designed to help you apply best practice to any kind of behaviour change project, from encouraging breastfeeding to getting people to drop less litter.

Most social marketing interventions will move through these six stages in turn: Getting started, Scope, Develop, Implement, Evaluate, Follow-up..


We've identified the 'Task Areas' for each stage, describing the kinds of activities you may need to do, with tips and advice on how you might carry them out. And you'll find useful tools and templates throughout to help you at every stage.

If you're just getting started with social marketing, check out our Big Pocket Guide to Social Marketing.

How do I use this guide?

  • The NSMC

    These tools have been developed by The NSMC, the social marketing experts. Find out more about how we can help you deliver behaviour change programmes that work.

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