Social Marketing: Leveraging the private sector to improve contraceptive access, choice, and use - Family Planning 2030

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Social Marketing: Leveraging the private sector to improve contraceptive access, choice, and use

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Advocacy & Awareness

Social marketing in family planning programs makes contraceptive products accessible and affordable through private-sector outlets, such as pharmacies and shops, while using commercial marketing techniques to achieve specific behavioral goals.

This brief discusses how social marketing can promote a wide range of contraceptive methods, the programmatic impacts, and provides tips from implementation experience.