Social Marketing

Social Marketing is the use of marketing theory, skills, and practice to achieve social change, promote the general health, raise awareness, and induce changes in behavior. Community mobilization models for HIV prevention include social marketing campaigns.

photo of fingers in a laptop keyboard with an overlay of icons used in social media

About Social Marketing

The Centers for Disease Control and Prevention’s (CDC’s) Office of the Associate Director of Communication has developed guidelines and best practices for implementing its health communication campaigns, activities, and emergency response efforts. Although these materials were developed for CDC staff, they may be useful for health departments, community based organizations, healthcare and other organizations, and technical assistance providers when strategizing to develop social and digital media communication messages to reach a target audience:

CDC HIV provides current, scientifically-accurate HIV content and resources for the general public, public health professionals, and clinicians. Let’s Stop HIV Together provides access to campaign resources for distinct audiences. The HIV Risk Reduction Tool helps people learn about the risk of getting HIV or transmitting HIV to someone else, and how to lower that risk.

CDC’s new HIV Nexus website is a one-stop hub for up-to-date resources designed to support clinicians in informing and communicating with patients, caregivers, and the community about HIV prevention, screening, and treatment. Clinicians can use HIV Nexus as a source of practical and credible information to stay abreast of the latest HIV recommendations and research, diagnose cases as early as possible, treat rapidly, and prevent new HIV transmissions.

Key projects developed by PCB include social marketing campaigns for consumers and health care providers through Let’s Stop HIV Together (formerly Act Against AIDS), and:

  • Partnership activities and community engagement;
  • Web development;
  • Social media;
  • Content development and inquiry response; and
  • Conference exhibits.

PCB also engages with the general public, partners, and health care providers through social media, including Facebook (CDCHIV and Start Talking. Stop HIV.), Twitter (@CDC_HIVAIDS), Instagram (@stophivtogether and @Start Talking. Stop HIV.), and CDC’s YouTube account (CDC Streaming Health).