Social marketing is the use of commercial marketing techniques to promote the adoption of behavior that will improve the health or well-being of the target audience or of society as a whole. Social market ing is not a stand-alone awareness raising tool; it is rather a framework or structure that combines classic promotional tools with knowledge from many other scientific fields such as economy, psychology, sociology, anthropology, and communications theory to understand how to influence people's behavior. Improving the current situation regarding sanitation and water in your area is very much connected with changing or adapting behaviors of the local community. By applying social marketing principles, you can positively influence current behaviors and therefore improve the well-being of the local community.
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1 Notes compiled by S. Keller and M. Kropac. Social Marketing (RR).