This research uncovers why people do or do not engage in harmful behaviors and what might motivate them to change. Internationally, we have used the ABC approach to increase the use of Vitamin A, expand breastfeeding, and improve immunization rates. For example, through the Prevention Marketing Initiative , we focused on activities to prevent HIV infection among teenagers in five sites across the U.S. Community groups, including teens, tailored programs to meet the local needs identified through research. If research shows a potential market, SC Johnson will sell the nets through their existing networks in Africa, and AED will work with them to create demand through integrated education and promotion campaigns. ITNs have been shown to significantly decrease child mortality rates in sub-Saharan Africa, where malaria is a major killer and economic burden.
Social marketing is one way to achieve that goal.
In addition to these and many other health initiatives, AED has applied its expertise in research-based social marketing to the environment . For more information Learn more about AED's social marketing initiatives.