Communications and Social Marketing Essentials

Communications are an integral part of active living. Changing the infrastructure or environment may not be enough to alter a community's behavior or lifestyle in order to increase rates of physical activity and better the health outcomes. The adage "if you build it they will come" may not always be applicable. People often need to understand the benefits of physical activity and active living to take advantage of the infrastructure.

Raising awareness and changing behavior can come as a result of various communication tactics such as educating media, policy makers and the public via advertising, media relations, special events, Internet, direct mail, community mobilization, branding, grassroots education, and public service announcements. Communications should not be seen only as a tool or channel by which the project connects with the public.

Presentations, news releases and brochures etc. are only successful if they have been researched and if they truly connect with the audience that is targeted. In order to successfully build awareness of active living, make sure that the partnership understands the needs, values, and most effective media outlets of the targeted audience.