ABSTRACT
This chapter examines some of the fundamental characteristics of successful contraceptive social marketing, as well as the reasons why the programs have worked so well in certain instances, and less well in others. It also explores lessons on how social marketing can be improved and how new programs may be most effectively started. The organizational components of a contraceptive social marketing program include a core management group dedicated to the management of the contraceptive social marketing (CSM) activity, a distribution company or group of wholesalers, and an advertising agency. Adequate funding to permit the contraceptives to be made available to the low income segment of the target market. This means both low pricing and aggressive distribution so that the contraceptives are convenient to buy as well as affordable. One of CSM's secrets is that it is able to reach very large numbers of people in a very short period of time.
