Social Marketing for Social Change: The Case of Egyptian Social Marketing Campaign in Educating Positive Parental Behavior

Social marketing would improve overall health, boost awareness, and cause behavioral changes. Web 2.0 technologies have revolutionized the way people connect and communicate all around the world. This paper is the first paper to present the effect of a social marketing campaign, undertaken by the Egyptian government, in addressing parental behavior. The nature of this work is exploratory, following a qualitative approach. This study adopted the case study research method. The authors collected data in two consecutive phases: 1) In-depth interviews were held with social marketing experts who are in charge of this campaign 2) In-depth interviews were conducted with parents that marketers consider to be from their target audience because they have children who fall in the target’s age range. The study assesses the response of parents to this social marketing campaign and serves as a foundation for further research and discussion on social marketing discipline. © 2022. International Journal of Interactive Mobile Technologies.All Rights Reserved