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