Social marketing in Bangladesh: status, prospects and barriers

In the last 40 years, social marketing has played a significant role in Bangladesh. Social marketing campaigns assist to ensure social development in Bangladesh. However, there are myriad social problems in Bangladesh which can be solved or minimised by the appropriate application of social marketing. Social marketing interventions are implemented in Bangladesh by multiple change agents such as government agencies, national and international NGOs and corporate firms. These interventions aim to prevent physical and mental injury, control pollution, encourage healthy behaviour, improve financial well being of target audience, involve community in social development etc. Nevertheless, social marketing in Bangladesh has not achieved its full potential yet due to several barriers. The study aims to investigate the applications of social marketing in Bangladesh, the contribution it makes in Bangladesh, barriers which are limiting its growth and provide some recommendations to ensure social marketing's further growth.