ABSTRACT
In social marketing, the fundamental assumption is that complexity is built into the policy execution. Negative demand, highly sensitive, invisible benefits, intangible solutions that are difficult to portray, culture conflicts and public scrutiny, multiple publics are all examples of this complexity. In social marketing, there is high involvement of the target publics (the customers) in policy issues. The aim is to bring about behaviour and opinion change among the relevant publics affected by these complex public policies. The policy planners, having identified the national level social problems, address them systematically, often over a longer time horizon, and use the private sector strategies to market the policy. Campaigns are an essential part of civic culture of several countries, including the USA, addressing public issues, such as health, social issues, energy conservation and environmental protection, and these public service goals are widely supported by the public and the policy-makers. 1 It is also true of many Asian countries. For example, Singapore is sometimes called a campaign nation because of its numerous campaigns per year.
