Social Marketing


Social Marketing @ USF

What is Social Marketing?

“Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good.” Our goal is voluntary adoption of beneficial behaviors. To make the behavior change “fun, easy, and popular,” (as social marketing guru, Bill Smith, says), often new products or services (called ‘offerings”) need to be created, along with ways of promoting their benefits to the community. In marketing, the intended users drive development of offerings and promotional strategies by participating in research or co-design activities. Social marketing has been used to promote public health, environmental sustainability, social justice, diversity, and inclusion, and reduce injuries, illness, and deaths.

USF is a world leader in social marketing

USF faculty and students help communities in Florida, across the United States, and around the globe to use social marketing principles to improve their lives. You can join us by:


Learn How to Create Change in Communities


The Florida Prevention Research Center uses Community Based Prevention Marketing for Behavior Change


Recognized as a leader in Social Marketing, USF College of Public Health offers academic programs in social marketing


Drowning prevention, hospitality harassment and more.