Karl Hofman, President and CEO of Population Services International (PSI), argues that social marketing can be used to dramatically improve the health and lives of women—and more specifically, that social marketing can be used to address the massive unmet need for family planning services around the world.
“…By treating women around the world as customers, by creating incentives for the private sector–which already interacts with these women–to carry life-saving products as well as soap or cooking oil, by using marketing to encourage behavior change the same way we were encouraged to wear a seat belt or are now encouraged to [use] Twitter, we reach more women and we change more lives. Social marketing can work even in circumstances where donors lose interest or politics get in the way. Because a market for a product or service, once stimulated, tends to perpetuate itself…”
Make sure to read the full story to understand how, as Hofman puts it, “Social marketing is ‘Mad Men’ meets ‘Heroes’.”
Read the full story here.
Visit the Population Services International (PSI) site here.
To read Karl Hofman’s bio, click here.