The application of marketing principles and techniques to promote a social cause, idea
or behavior has been effectively used in many projects. Known as Social Marketing,
this strategy has been found to significantly contribute to the attainment of specific
program objectives and goals. Implementing it, however, involves a decision by
management to undertake a focused and purposive activity requiring the kind of
support that is anchored on the belief that this approach in fact, can make a difference.
In March 2006, the management of EcoGov2 decided that the Social Marketing on
