Resource Library

Sayana Press Introduction: Social Marketing Considerations

This presentation explains total market approach, the key principles in social marketing, and the different social marketing models supported by USAID programs.  Specifically it shows how social marketing can introduce and scale-up access and use of new contraceptive products and brands, increase family planning program sustainability, and reduce public sector burden by shifting clients who can pay to the private sector.  It was presented in July 2013 at the Sayana Press meeting by Gael O'Sullivan, SHOPS senior marketing advisor.