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Partnership in Social Marketing


Social marketing is defined as “the use of commercial marketing techniques to help a target population acquire a beneficial health behavior.” It is popular for influencing behavior in both the government and not-for-profit sectors around the world.

For social marketing, these are the elements relates, product, price, place, promotion, publics, partnership, policy, and purse strings. For the social marketing model, partnership means the collaboration of multiple individuals or organizations who work on the same issue. As the expected goal for social marketing is usually big, it is not sufficient for one organization to fulfill all necessary roles and resources. In order for this to happen, the partners in collaboration must share the same goal.

Dr. Jimba will then present an example from India. A community-based social marketing project was implemented in the late 1990s. Its name was Programme aXess. With the analysis of this example, he will conclude this week’s contents.

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Capacity Building: Core Competencies for Health Promotion

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