Social marketing : expanding access to essential products and services to prevent HIV/AIDS and to limit the impact of the epidemic
Social marketing has become an increasingly popular way of addressing serious health issues in developing countries. By using traditional commercial marketing techniques, social marketing makes much-needed products available and affordable to low-income people. In the mid-80s, condom social marketing emerged as an effective tool against the spread of HIV/AIDS. This document defines social marketing, as well as highlighting the three key lessons learned in promoting condom social marketing. These include the fact that seed money can effectively be used to leverage additional resources for major public health impact; social marketing can be applied to new products and services; and social marketing can help create an enabling and supportive environment for behavioural change. The document also discusses UNAIDS’ role in social marketing.