Social Marketing: Leveraging the private sector to improve contraceptive access, choice, and use

Social marketing in family planning programs makes contraceptive products accessible and affordable through private-sector outlets, such as pharmacies and shops, while using commercial marketing techniques to achieve specific behavioral goals. This eight-page brief describes the three main social marketing models (NGO model, manufacturer's model, and hybrid models) and outlines key considerations that social marketing programs should take into account to ensure success.


Ruth Berg and Susan Mitchell


SHOPS Project

January 2013
Resource Types
Technical Area
Pharmaceutical Partnerships and Social Marketing
Health Area
Family Planning
reproductive health
social marketing
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