ABSTRACT
How can policymakers best support choosing and implementing a social marketing approach to citizen behavior change efforts? Chapter 10 suggests that once policymakers distinguish for others that social marketing is a powerful behavior change alternative to education and law, they have three roles to consider: 1) Ask key questions that will help determine if the social marketing approach is the best option; 2) Support program planners to secure resources and partnerships; 3) Help ensure the social marketing plan follows key principles for success. For each of the three roles, five specific actions are identified.
