September 28, 2016 11:30 – 12:30
Social Marketing and Behaviour Change (Philippines)

Institute of Molecular Biology and Biotechnology, National Institutes of Health, University of the Philippines Manila; Section of Infectious Diseases, Department of Medicine, University of the Philippines College of Medicine and the Philippine General Hospital, University of the Philippines Manila.
Social marketing, or the use of marketing principles for changing individual behavior for the betterment of society, has proven to be a powerful tool for promoting health. It is increasingly relevant in this age of social media, and can be used as a strategy for engaging a wider and more diverse audience for change. While certain aspects of social marketing have always been a part of public health programs, the formal definitions and principles were laid out in the 1970s.
Social marketing targets populations for large scale societal change, but rely on influencing individual behaviors to achieve this. In recent years, the ... More