By David Lee on January 13, 2011 · tagged as , ,

What if we didn’t have target audiences but co-creators?

Craig Lefebvre put together a wonderful list of “what ifs” for social marketing for his blog On Social Marketing and Social Justice. I think this list also is appropriate to consider in prevention programs.

  1. didn’t have target audiences – but co-creators
  2. didn’t have distribution systems – but places where people could play
  3. didn’t use focus groups – but designed research to fit the puzzle and people
  4. didn’t assess knowledge and attitudes – but sought insight into people’s motivation and values
  5. didn’t start with analyzing people – but first assumed that it was something in their environment
  6. didn’t create messages and stories – but focused on crafting exchanges
  7. didn’t track program output – but what, how often and from where people saw and heard from us
  8. didn’t aim at target audiences – but served people
  9. didn’t focus on changing behaviors – but offered people new ways to solve problems, meet their needs and reach for their dreams
  10. didn’t focus on evaluation as the end of the process – but sustainability as the start of the next one

Wouldn’t this be a good way to think about prevention?

David Lee

More Posts by David Lee

David S. Lee, MPH, is the Director of Prevention Services at the California Coalition Against Sexual Assault where he provides training and technical assistance on prevention. David manages the national project PreventConnect, an online community of violence against women prevention practitioners, funders, researchers and activists. For over 27 years David has worked in efforts to end domestic violence and sexual assault.

{ 3 comments… read them below or add one }

Ashley January 14, 2011 at 9:51 am

I really like this! # 5 is my favorite. I agree this is important to consider in prevention programs because prevention is social justice – social justice is prevention.


Carol Plummer January 18, 2011 at 6:06 pm

Is it possible to use some of this for an article I am working on? How would you like me to cite it, if so?


David Lee David Lee January 19, 2011 at 8:55 am

Please use this. For this blog please use the URL as a link — you can check in with Craig Levebre about the original blog


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