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Social Marketing and Behavior Change Communication
January 22, 2018 @ 8:00 am - 5:00 pm UTC-4
Muscat – Oman
January 22 – 24, 2018
Arab Foundations Forum held its first capacity-building module in 2018 in collaboration with. Oman LNG Development Foundation (ODF) This module was a three-day program intended to create more effective social marketing campaigns in the Arab region. It providing training on how to deliver effective and sustainable behavior change interventions based on proper planning, strategy, implementation, and monitoring and evaluation.
Facilitated by Saad Darwazeh, the workshop employed an interactive approach and engage participants. It comprised theory, workgroup discussions, case studies, individual projects and group presentations. Some of the topics that were focused on included:
- Creating a problem statement for a social marketing plan
- Explaining the formative audience research process and how it is used to identify, segment, and understand the target audience as well as determine their stage of behavior change
- Developing a detailed intervention design based on selected strategies and audience research findings
- Developing an implementation plan for a social marketing program, including creative development and media mix
This program was attended 25 participants including AFF members: Oman LNG Development Foundation (ODF), New York University Abu Dhabi and Alqasimi Foundation for Policy Research.