In recent years, social marketing has emerged as the premier strategy for raising awareness and promoting behavioral change among large audiences. Drawing upon the principles of commercial marketing in order to bring about social change, social marketing relies upon common advertising techniques such as: researching baseline attitudes and knowledge
among target audiences; defining and crafting simple, emotional messages, and; reinforcing these messages through branding and repetition across different outreach venues.
At our core, SRF is a social marketing organization. Most of our projects and initiatives utilize the standard “air and ground” approach; that is, we combine mass media messages with direct community outreach via:
