Social marketing strategies are deployed in social change campaigns around the world. Yet the usefulness of social marketing strategies to affect behavior change among unique population members is not well known. Social marketing is efficient and cost-effective when a campaign targets a sufficiently large audience so as to achieve economies of scale. Unique population groups, however, typically consist of few members. How can efficiency be achieved with small target audiences?
To solve this conundrum we suggest that certain social marketing strategies (environmental mapping, formative evaluation, interpersonal communication channels, and the nonmonetary costs of adoption) should be emphasized, and others (program management and target audience segmentation) deemphasized, in program design. We use examples drawn from a recent study of HIV prevention programs in San Francisco to illustrate this point.
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