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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.