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This is the first book to provide detailed, user-friendly guidelines on how to effect changes in human behaviour using culturally-adapted social marketing campaigns (CASM). It shows how the adoption of some well-established commercial marketing strategies can benefit those involved in development projects.

The book provides an overview of CASM theory and techniques; gives a step-by-step guide to the various phases in such a project; details case studies of successful CASM exercises; and invites readers to develop their own CASM strategy using a campaign to reduce the incidence of female genital multialtion as a case study.

With its wide-range of examples, this book will be an invaluable resource for development practitioners working in areas such as nutrition, reproductive health and safe motherhood, and drugs information, and will also interest researchers in communication studies and marketing.