Social Marketing

In contrast to traditional information, education, and communication (IEC) campaigns, which focus on the information to be transferred, social marketing campaigns begin with the participants and use information about their existing knowledge, attitudes, and practices to design messages to motivate behavior change. Instead of simply telling people about the importance of a health issue, social marketing links the issue to the realization of an individualís own dreams.

In designing a social marketing campaign, IDE seeks answers to an additional set of research questions:

    What are we promoting?

o       What are the health problems to be addressed?

o       Which behaviors will improve the situation?

o       Which useful changes can social marketing motivate individuals to make?

Whose behavior needs to change?

o       Who is using positive behaviors in the community? Why?

What motivates each group?

o       What are their dreams and fears? Whom do they listen to? Who are the decision makers?  

IDE has used social marketing campaigns to improve water-related hygiene habits as part of its Rural Water Supply and Trachoma Prevention programs. The success of these projects has led to involvement in the Government of Vietnamís national Tobacco Control strategy. IDE is also launching and a Rural Sanitation program with a large social marketing component to improve sanitation-related health and hygiene practices.

Whilst IDE is a non-profit organization, its projects are implemented through profitable and sustainable small and micro enterprises, growing with the trend of economic liberalization in Vietnam

International Development Enterprises

No. 22, Lane 178, Thai Ha St., Hanoi
 Tel: (+84) 4 3 5147800     Fax: (+84) 4 3 5147802  E-Mail