You have just graduated with a marketing degree and will soon commence working as a social marketing (behavior change) consultant in a government agency: Your first project is to develop a social marketing program/campaign to get drivers in your city to stop texting while driving. Many of your colleagues are unfamiliar with social marketing, so your boss has asked you to share your knowledge with them and also lead this project. 

First, describe what social marketing is and outline its key characteristics (you may like to compare it with commercial marketing).

Next, identify the level of change and social marketing stream most relevant to this work project.

Finally, outline a social marketing program/campaign, that integrates all 4Ps that could address texting while driving behavior in your city.