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Here is a more detailed explanation of these criteria, in a training course lasting no more than one hour on the Sadeem platform:

8- Analyze competitors to understand and realize the advantages that competitive behavior brings from the perspective of individuals and how we can make our alternative behavior more attractive.

7- The alternative behavior must be clear (what will happen to individuals when they cease or engage in the undesirable behavior) and what they will gain could be a reward or a punishment.

6- Use one of the marketing models in product development (marketing mix or service mix) as this will transform all the prior information into practical programs that contribute to influence.

5- Clearly segment the audience and identify the target segment, which requires conducting specialized research and a specific mechanism for segmenting the community and selecting the priority segment. Remember that if you address the entire community, you will discover that you haven't addressed anyone!

4- The ability for creative and innovative analysis of the results of the beneficiary study, through which we will provide creative solutions and understand motivations, obstacles, and desires.

3- Programs should be built according to one of the scientific theories specialized in behavior because human behavior is complex, and we need scientists and experts to explain what is happening. To know the theories, we need to communicate with specialists according to the problem to choose the most suitable.

2- Study the beneficiaries using research tools and review previous studies to effectively meet the needs of these individuals, as we must understand them and their current behavior well.

1- There should be clear behavioral objectives (what do you want certain individuals to do), and this is one of the issues that distinguishes social marketing from others. We are not just talking about awareness but about real impact.

In 2007, a group of researchers analyzed over 50 social campaigns to understand what the most important criteria are that, if applied in a campaign, increase the success rate. They found these eight criteria:

Dr. Nayef bin Hamad Al-Jaber