Social marketing applies commercial marketing principles to create behavior change among a target audience, which in turn will benefit society at large. Effective social marketing includes strong branding, robust distribution networks, and appropriate pricing strategies, ranging from commercially profitable, to subsidized, to free. Social marketing reaches people with quality products and services they need at prices they can afford. A variety of communication channels, including mass media, community mobilization, and interpersonal communication create demand for products and services, and promote correct use.
Social marketing is used to promote products such as condoms and oral contraceptive pills, as well as to increase demand for services. Social marketing programs are informed by market and consumer research and are measured to ensure equity, efficiency, and effectiveness.
Key Resources for FP Social Marketing:
- Social Marketing: A Practical Resource for Social Change Professionals (AED, 2009)
- Social Marketing Guides page in the Community-Based Family Planning Toolkit (K4Health)