Step 4: Set behavior objectives and target goals

My topic is air pollution 

All expectations of the worksheet for identifying target audience’s priority behavior is complete. The goals, belief, knowledge and behavior objectives are clearly described.

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STEP 4: SET BEHAVIOR OBJECTIVES AND TARGET GOALS

Objectives

4.1 Behavior Objective:
What, very specifically, do you want to influence your target audience to do
result of this campaign or project (e.g., plant native plants)?

as a

4.2 Knowledge Objective:
Is there anything you need them to know in order to act ( e.g., how to identify native
plants at the nursery)?

4:3 Belief Objective:
Is there anything you need them to believe in order to act ( e.g., native plants can be
beautiful and easier to maintain)?

Goals

4.4 What quantifiable, measurable goals are you targeting? Ideally, these are stated in
tenns of behavior change ( e.g., increase in sales of native plants). Other potential
target goals are campaign awareness, recall, and/or response and changes in knowl­
edge, belief, or behavior intent levels.

. ,.

Refer to Worksheet B on page 519 in this Appendix.

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