International Journal of Advanced Education and Research

Authors
Sheena O

Abstract
Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole. It takes the same principles used in selling commercial goods. Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way. The major areas where social marketing techniques where utilised are health promotion, injury prevention, environmental protection and community mobilisation. If the attitudes and behaviour changes we are encouraging are still not perceived as beneficial, acceptable and attainable by the priority population, it may not be worthwhile to develop a social marketing campaign at this time.