Social marketing as a public health intervention has existed for several decades and is familiar to donors and governments in many countries. In some cases, it may be necessary to advocate for the intervention when its benefits and potential health impact are not well understood by local stakeholders.

This brief helps demonstrate the effectiveness of social marketing in increasing the use of health commodities by target populations, and in reaching national health goals. Although the brief focuses on USAID-supported family planning programs, many of the arguments used to advocate for the intervention are applicable to other health areas, including HIV/AIDS, malaria, nutrition, diarrhea prevention and treatment, and safe water.