Developing a Social Marketing Behavior Change: The Case of "Show Racism the Red Card"

Show Racism the Red Card (SRtRC), established in 1996, is a UK anti-racism educational charity organization. Getting a new idea (show racism the red card) adopted is difficult, even it is obviously right. Many thoughts require a long period of years from the time when they was born to the time when they are widely adopted. Therefore, a common problem for many individuals and organizations is how to speed up the rate of diffusion of their thoughts and it is the same to the SRtRC. It is suggested that it is good to wide SRtRC´s target audience in a long-term perspective and it is better for SRtRC to detail the website contents to individual characteristics. For SRtRC, it is vital to justify the intervention with an on-going view so that it can achieve a measurable behavior change among its target audience in a long-term development.