The social marketing orientation seeks to potentialize public health campaigns using five principles: customer focus; focus on the benefits to customers; endeavouring to create value; involving the whole organisation in the process; being aware of customers’ difference. This article aims to identify the Social Marketing principles (and practices) in women’s health programme in the ABC Region, located in the Greater São Paulo, Brazil. In methodological terms, this research is exploratory through a single case study, the ABC region; seven interviews have been carried out with health managers of women's health programmes in the three cities of the region. The qualitative methods were used to report the results. Thus, our contributions are: Social Marketing theory is still unknown; health managers have few skills and expertise in management; culture of social marketing requires implementation; social marketing is a tool useful to public health; and social marketing works in health perspective.
Key words: Social marketing, behaviour change, health campaigns, public health.
Copyright © 2021 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0