2 new publications to sustain social marketing programs

Two new publications provide practical advice to help managers of family planning social marketing programs advocate for this type of programming and make these programs more sustainable. 

The first, a brief, outlines the many benefits of social marketing programs. The returns on investing in social marketing programs include increased access and choice, quality products, and sustainability. Social marketing has been shown to be an effective intervention to increase the use of health commodities by target populations. USAID has successfully built equitable markets for health products and increased healthy behaviors through this intervention. 

The second publication, a primer, provides a framework to align investment decisions with sustainability planning.

Strategies for sustainable social marketing programming

As the primer shows, a variety of sustainability strategies can be employed as programs evolve. USAID-supported social marketing programs share a timeline with three phases:

  1. Scale-up phase: a market is created for the product
  2. Maturing phase: typically the longest; corresponds to market expansion, increased health impact, and local capacity building
  3. Transition phase: prepares for graduation from USAID support

Key strategies for sustainable social marketing programming


The launch of both publications took place at an event that included the participation of representatives of social marketing programs in Asia and Africa. 

Read the brief, Advocating for Social Marketing Programs to Local Stakeholders.

Read the primer, Phases of Social Marketing.


Health Area



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.

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