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Social Marketing
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
• Understand the concept and elements of social marketing
• Know the social campaigns of government agencies, pharma companies and others
Lifebuoy’s Swasthya Chetna—meaning “health awakening”—campaign, launched on 9 May 2002 by HUL was as unique a rural health and hygiene education programme as ever undertaken in India by a corporate enterprise. As recognition of its social contribution, a special Lifebuoy Swasthya Chetna postal cover was released on the occasion of World Health Day by the Chief Post Master General of Maharashtra Circle, K. Noorjehan. It was the first time that an Indian brand received such recognition. The programme reached ...
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