What is social marketing?

Tentative Definition

The term ‘social marketing’ refers to the use of commercial marketing principles and techniques to promote a cause, idea, or behavior that will improve the health or well-being of the target audience or the society as a whole. Although it borrows techniques from business marketing, in social marketing, benefits accrue to the individual or society rather than the marketer’s organization.

Adapted from: Promoting Health Micro-Insurance Schemes to Local Communities. Workshop Documentation. ILO/STEP 25-28 May 2004.