FHI 360 broadly defines social marketing as a systematic process of using commercial marketing principles to achieve specific behavioral goals for a social good.
Our experts use social marketing to promote positive change among individuals and within communities throughout the United States and around the world.
We conduct research to understand consumers’ expressed needs and wants, barriers to behavior change and the competitive and contextual forces that shape attractive choices. We use those insights to design and deliver interventions that reduce barriers and increase benefits that matter to the audience and move people to action.
FHI 360 programs have incorporated social marketing to promote insecticide-treated bed nets, condoms and handwashing around the world. In the United States, we use social marketing to promote cessation of tobacco use, access to health care, nutrition and physical activity, HIV testing, immunizations and injury prevention.
We also publish the Social Marketing Quarterly, the longest-running, peer-reviewed journal in the social marketing field.
Learn more about FHI 360’s social marketing work: