What is social marketing?
Social Marketing is an application of commercial marketing techniques for the analysis, planning, execution and evaluation of programs designed to influence voluntary behavior in target audiences, and thus improve their personal well-being and that of society (Alan Andreasen, Social Marketing Change).
Since 1997, PASMO has used business and social marketing techniques to implement health programs, including the prevention of HIV and other sexually transmitted infections, and sexual and reproductive health programs for adolescents and women in vulnerable contexts. More recently, PASMO maintains its social marketing focus for the implementation of programs in new health areas such as nutrition, the detection and prevention of gestational diabetes and the prevention of violence and gender-based violence, among others.
Population Services International (PSI), of which PASMO is a network member, carried out a systematic review of all the social marketing studies published between 1995 and 2013 in the areas of HIV, reproductive health, malaria, child survival and tuberculosis implemented in developing countries. After reviewing more than 6,500 studies, PSI found 109 studies that evaluated whether social marketing was able to improve health status. The results of this evaluation found evidence of the effectiveness of social marketing to improve health globally. For more information, please download the attached document.