Although every task is different, there are factors that academics and practitioners agree can increase the likelihood of success in behaviour change social marketing. It remains deceptively difficult to actually follow these principles, let alone do them well, because there are myriad factors that can get in the way; availability of resources, leadership philosophies, personalities, political imperatives, degrees of community support, etc. So regard these as a guide and an inspiration. Think of these principles as musical chords. The music you make depends on which chords you use, how you arrange them and how you play them. If you can compose a symphony, then go for it – but remember that hearts and minds have been moved with just three chords.