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Social Marketing: No Longer a Sideshow
Author(s) -
Harvey Philip D.
Publication year - 2008
Publication title -
studies in family planning
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.529
H-Index - 68
eISSN - 1728-4465
pISSN - 0039-3665
DOI - 10.1111/j.1728-4465.2008.00152.x
Subject(s) - citation , suite , social marketing , library science , social media , history , political science , law , computer science , public relations
For many years the social marketing of contraceptives was held to be an interesting but not a central part of the international family planning movement. The heavy lifting everyone thought would be performed by government programs managed by developing country government agencies that would provide services and contraceptives free of charge. This attitude is changing. Although government programs are still the largest family planning service providers in many countries the contraceptive needs of poor populations are increasingly being met by a wide variety of independently managed contraceptive social marketing (CSM) programs and by a growing number of commercial contraceptive suppliers. In 2005 social marketing programs served the contraceptive needs of 36.7 million couples in 73 countries and provided hundreds of millions of condoms for HIV/AIDS prevention. This contribution means that social marketing programs accounted for about six percentage points of the contraceptive prevalence in thedeveloping world (excluding China) and roughly 20 percent of the birth spacing methods used by couples in developing countries. (excerpt)