Stage of behavior change | Social marketing objectives | Sample messages |
---|---|---|
Knowledge: "I know I should" | Provide target audience with knowledge about the desired course of action: | Â |
 | • Manager: Support the new depression care program; | • Manager; "I know I should support this program." |
 | • Provider: Utilize the program; and | • Provider: "I know I should refer my depressed patients to this program." |
 | • Veteran: Seek treatment for depression. | • Veteran: "I know I should get treated if I'm depressed." |
Desire: "I want to" | Create desire by presenting image of benefits of new behavior: | Â |
 | • Manager: Better patient outcomes and potential for additional funding; | • Manager: "I want to enhance my facility's reputation and obtain additional funding." |
 | • Provider: Increased patient compliance with depression treatment; and | • Provider: "I want my patients to have improved mood." |
 | • Veteran: What life could look like after depression is treated. | • Veteran: "I want to enjoy my life more fully." |
Skills and resources: "I can" | Provide skill set, tools, and resources to enable implementation of desired course of action: | Â |
 | • Manager: Resources to implement the depression care program; | • Manager; "I know how to implement this program." |
 | • Provider: Tools and staff support to utilize the program; and | • Provider: "I know how to refer my patients to this program." |
 | • Veteran: Facilitated access to the program. | • Veteran: "I know how to get treatment if I'm depressed." |
Optimism:"It's worthwhile" | Demonstrate real or potential outcomes related to desired course of action: | Â |
 | • Manager: Depression care program improves outcomes for a reasonable cost; | • Manager: "The program's quality or financial benefits are worth the cost." |
 | • Provider: Patients have improved mood and are healthier; and | • Provider: "My depressed patients are getting better." |
 | • Veteran: Quality of life improves. | • Veteran: "I feel better." |
Facilitation: "It's easy" | Demonstrate the desired behavior is feasible | Â |
 | • All segments: Enhance self-efficacy for implementing, utilizing, or accessing the program (e.g. through social modeling); and testimonials from similar others about their positive experiences. | • All segments: "I am like you, and this depression care program works for me. It can work for you." |
Stimulation: "I'm joining in" | Use stimuli to create action, i.e., adopt new behavior: | Â |
 | • Manager: Primary care clinics are beginning to refer patients to the program; | • Manager: "We're seeing benefits from this program." |
 | • Provider: Patients begin to comply with depression treatment; and | • Provider: "I'm learning how to utilize the program." |
 | • Veteran: Small steps toward improved mood. | • Veteran: "I haven't felt really down in a week." |
Reinforcement: | Show that positive outcome will help individuals form new personal habits | Â |
 | • All segments: Personal mastery experiences accumulate; and feedback from managers, providers, and veterans regarding their progress. | • Manager: "We're making the depression care program work." • Provider: "I routinely refer my depressed patients to this program." • • Veteran: "I'm not letting depression control my life." |