Social Marketing and Communication

Better Futures for Children uses social marketing to promote positive change among adolescents and youth and within communities throughout Kisumu City.

We define social marketing as a systematic process of using commercial marketing principles to achieve specific behavioral goals for a social good.

We conduct research to understand consumers’ expressed needs and wants, barriers to behavior change and the competitive and contextual forces that shape attractive choices.

We use those insights to design and deliver interventions that reduce barriers and increase benefits that matter to young people and move people to action. We incorporated social marketing in our human centered designs and innovations.