Social marketing is the use of commercial marketing principles and techniques to improve the welfare of people and the physical, social and economic environment in which they live.
It is a carefully planned, long-term approach to changing human behavior.
Social marketing also has the primary goal of achieving “social good”. Traditional commercial marketing aims are primarily financial, though they can have positive social effects as well.
In the context of public health, social marketing would promote general health, raise awareness and induce changes in behaviour.