Social marketing programmes are central to the work of the Durex Network. Their aim is to overturn attitudes and behaviours that impede safer sexual practices.
Social marketing uses the same techniques as commercial marketing but applies them within a social and health context to encourage people to change their behaviour. Its approach relies on the identification of specific, achievable and measurable behavioural goals which are reached through systematic processes phased to address short, medium and long term issues in specific target audiences.
According to USAID, “Social marketing has been the single most important contribution that the family planning field has made to the prevention of HIV/AIDS and other STIs.”
Social marketing operates on the principle that positive and durable social change follows behaviour change.