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This primer is intended to help health officers employed with the United States Agency for International Development (USAID) to design and support appropriate and sustainable social marketing programs from start-up to graduation.

Communication plays a powerful role in addressing behavioral barriers and shaping demand for health products and services. Uptake of short-acting methods of contraception and combined use of ORS and zinc to manage child diarrhea remains low in India.

Social marketing as a public health intervention has existed for several decades and is familiar to donors and governments in many countries. In some cases, it may be necessary to advocate for the intervention when its benefits and potential health impact are not well understood by local stakeholders.

On May 2, 2018, the Woodrow Wilson Center's Maternal Health Initiative hosted a two-panel event in collaboration with World Vision U.S., focusing on the role of faith-based organizations in controlling the HIV epidemic through re

This policy is a call to action for USAID staff and its partners to embrace market-based approaches as a more sustainable way to support communities in achieving development and humanitarian outcomes at scale. 

The purpose of the policy is to accomplish the following:

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