emerged from the realization that commercial marketing principles can be used not just to sell products but also to promote ideas, attitudes and behaviors. The purpose of any social marketing program, therefore, is to change the attitudes or behaviors of a target population— for the greater social good.
Combining ideas from commercial marketing and the social sciences, social marketing helps those who are designing development programs to decide:
Which people to work with
What behavior to shape
How to implement a program
How to measure the program’s impact
, a social epidemiologist at PSI
with area specialties in sexual and reproductive health and non-communicable diseases, has previously spoken to us about how to design programs that actively facilitate a market
and why evaluation is so important
in understanding the practical impact of a program in people’s lives. We also asked her “when is social marketing most effective?”
Short answer: when marketing discipline is applied. To her, that means having good insight into the target population and how to integrate a product or behavior change into people’s everyday lives.
Social marketing master class: When is social marketing most effective?