The first step in a social change campaign is convincing the targeted individual that the behavioral change being recommended is worth adopting
The target audience believes to be true about an issue. Where beliefs among the target audience are inaccurate, it is not unusual to set the initial focus of the campaign around an education campaign designed to modify beliefs as a pre-requisite for behavior change
Refers to what the target audience feels towards an issue irrespective of what they know to be true. Attitudes are therefore more emotionally based than belief
More deep seated than either beliefs or attitudes and refer to overall ideas as to what is right and what is wrong. Consequently they are the hardest element of the ideas product of change