social marketing

Social marketing is the systematic application of marketing alongside other concepts and techniques to achieve specific behavioural goals for a social good. Social marketing began as a formal discipline in 1971, with the publication of "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing by marketing experts Philip Kotler and Gerald Zaltman. Speaking of what they termed "social change campaigns," Kotler and Roberto introduced the subject by writing, “A social change campaign is an organized effort conducted by one group (the change agent) which attempts to persuade others (the target adopters) to accept, modify, or abandon certain ideas, attitudes, practices or behavior." Their 1989 text was updated in 2002 by Philip Kotler, Ned Roberto and Nancy Lee.
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the design, implementation and control of marketing activity intended to promote social causes or ideas within a target group in a society; a form of non-profit marketing.

seeks to influence social behaviours not to benefit the marketer, but to benefit the target audience and society in general.

product, breast screening programme; price, the cost of resources to both govt. and customer; place, where to make available; promotion; partnership, working with other agencies; policies and politics (see cause related marketing)