In the realm of public health promotion, where pharmacological, immunological, and medical interventions may not be readily available, an alternative approach has gained prominence—social marketing. This innovative strategy applies commercial marketing techniques to create and execute programs and campaigns that have a sustainable impact on target populations. It has been increasingly adopted by health practitioners and departments as a means to promote beneficial behavioral changes within society. However, in Malaysia, social marketing is still a relatively new concept, and its significance in addressing health issues, particularly in the context of HIV/AIDS, is not widely understood. Raising awareness about the importance and principles of social marketing is crucial in tackling public health challenges effectively. By integrating social marketing into health promotion efforts, Malaysia can harness the power of strategic communication, behavior analysis, and consumer insights to promote positive health behaviors. The potential for social marketing to influence attitudes, beliefs, and practices related to HIV/AIDS prevention and treatment is significant. Efforts are underway to familiarize Malaysians with social marketing and its applications in public health. Through education, training, and collaborative initiatives, the aim is to empower health professionals, policymakers, and the public to embrace this approach and leverage its potential in creating lasting positive change. By adopting social marketing strategies, Malaysia can enhance its response to health challenges, including the prevention and management of HIV/AIDS, ultimately leading to improved health outcomes for its population.
AIDS/ATD Section Disease Control Division, Ministry of Health, Malaysia. (2010). 2010 UNGASS country progress report. Author.
Chance, Z., & Deshpande, R. (2009). Putting patients first: Social marketing strategies for treating HIV in developing nations. Journal of Macromarketing, 29(3), 220-232. doi: 10.1177/0276146709334529
Dearing, J. W., Rogers, E. M., Meyer, G., Casey, M. K., Rao, N., Campo, S., & Henderson, G. M. (1996). Social marketing and diffusion-based strategies for communicating with unique populations: HIV prevention in San Francisco. Journal of Health Communication, 1, 343-363.
Fariah, I., Normah, M., & Chang, P. K. (2010). Framing a pandemic: Analysis of Malaysian mainstream newspapers in the H1N1 coverage. Paper presented at the International Communication 2010 Preconference - Health Communication Campaigns: Issues and Strategies in Aisa, Australia and Southeast Asia, Singapore Health Promotion Board, Singapore.
Hsu, M. L. (2001). Aizibing Yu Meiti [AIDS & Media]. Shanghai Yiwen Chubanshe.
Inungu, J., Mumford, V., Younis, M., & Langford, S. (2009). HIV knoeledge, attitudes and practices among college students in the United States. Jhhsa Winter, 259-277.
Kotler, P., Roberto, N., & Lee, N. (2007). Social marketing: Improving the quality of life (2nd ed.). Sage Publication Inc.
Malaysian AIDS Council, & Foundation, M. A. (2009). 2009 annual report. Author.
Mallika, N., & Katare, R. S. (2004). AIDS communication in India. Media Asia, an Asian Communication Quarterly, 31(4), 231-238.
Ministry of Health. (2006). Malaysia National Strategic Plan on HIV/AIDS 2006-2010. Author.
Morris, Z. S., & Clarkson, P. J. (2009). Does social marketing provide a framework for changing healthcare practice? Health Policy(91), 135-141. doi: 10.1016/j.healthpol.2008.11.009
Nilimaa, E., & Nixon, K. (2004). Social marketing and effective HIV/AIDS campaign: Case study of Afrikagrupperna. Bachelor Thesis, Lulea University of Technology, Sweden.
Olujide, J. O., Gradeyan, R. A., & Aremu, M. A. (2010). Social marketing and public health campaigns in Nigeria. Interdisciplinary Journal of Contemporary Research in Business, 2(5), 512-531.
Reid, G., Adeeba, K., & Sran, S. K. (2007). Malaysia and harm reduction: The challenges and responses. International Journal of Drug Policy, 18(2), 136-140. doi: 10.1016/j.drugpo.2006.12.015
Siti Norazah, Z., Mary, H. S. L., Low, W. Y., & Wong, Y. L. (2007). Study on the impact of HIV on People Living with HIV, their families and community in Malaysia. United Nations.
Smith, W. A., & Strand, J. (2008). Social marketing behavior: A practical resource for social change professionals. [PDF Reader version]. Retrieved from http://www.aed.org/Publications/loader.cfm/url=/commonspot/security/getfile.cfm&pageid=33595
Svenkerud, P. J., & Singhal, A. (1998). Enhancing the effectiveness of HIV/AIDS prevention programs targeted to unique population groups in Thailand: Lessons learned from applying concepts of diffusion of innovation and social marketing. Journal of Health Communication, 3, 193-216.
