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Social Marketing overview
What is social marketing?
“An approach to societal problems involving the use of innovative and traditional market planning, market strategy, marketing analysis, and marketing management techniques to enhance the individual’s and society’s well being”
(Wasek, UNICEF 1985)
“The whole business from Consumer’s (client’s) point of view”
(Drucker, 1986)
SUSTAIN’s Social Marketing Initiative will serve to:
- Stabilize and/or expand demand for high quality FP/RH and MCH services among clients as well as further interest in FP/RH and MCH benefits and efficiencies with private sector health leaders.
Outreach and Promotional Activities:
USAID SUSTAIN launched a national multimedia campaign for the period mid July-December 2010. Using the slogan “Contraception: Safe and Reliable Choice”. The Ad campaign is being carried out in collaboration with the Ministry of Health, among others prestigious institutions. The campaign involves important messages for TV, radio, TV PR, pres PR, billboards, bus banners, and website banners in internet social networking to advance and support demand for quality FP/RH and MCH programming. In addition, colorful point of service materials supporting awareness of benefits of FP/RH and post-abortion care (PAC) programs for clients and prospective clients through existing networks of partner facilities. |
