A Review of Social Marketing Efforts in Sri Lanka

Abstract

Background of the Country

Sri Lanka is an island nation in South Asia, classified as a lower-middle-income country with a population of approximately 22 million. The country has faced a range of challenges, including a protracted civil war, political instability, and the recent overthrow of its government. Despite these obstacles, Sri Lanka has made notable strides in areas like public health and education over the years.

Primary Social Problems

The country continues to grapple with pressing social issues such as income inequality, poverty, systemic corruption, and social fragmentation. In addition, there are ongoing public health concerns, including the prevalence of mental health disorders and the dengue epidemic.

Use of Social Marketing

While social marketing is a well established approach in the Global North, its adoption in Sri Lanka remains underdeveloped. This paper evaluates the current landscape of social marketing initiatives in the country, where limited knowledge and practice have hindered its widespread use.

Academic Stakeholders and Activities

A variety of public health awareness programmes are being conducted by stakeholders at the micro, meso, and macro levels. These efforts involve a broad range of actors; however, the integration of social marketing principles within these initiatives has been sparse.

Discussion and Conclusions

The paper explores two successful initiatives addressing social issues in Sri Lanka, analysing them through the lens of social marketing theories. It highlights the roles of key stakeholders, identifies current limitations, and offers recommendations for further development. The findings suggest substantial potential for expanding social marketing in Sri Lanka particularly through enhanced university level education, increased research activity, and the establishment of a social marketing association to facilitate broader collaboration.