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Am. J. Trop. Med. Hyg., 57(3), 1997, pp. 260-265
Copyright © 1997 by The American Society of Tropical Medicine and Hygiene

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Getting your Message out with Social Marketing*

Richard K. Manoff
Manoff International, New York, New York

I was deeply moved by the invitation to address this august audience. It's not that I lack august audiences. I've addressed august nutritionists, august populationists, august pediatricians, august family care doctors, and august public health professionals of all kinds.

I thought I had addressed all the big guns of August. Now my days of August may be far from over. Today, Tropical Diseases and Hygiene: tomorrow, who knows what other venerable specialties of medicine will beckon?

But why was I invited? I have had only two engagements with tropical diseases. One was with vaccinations to prevent them. The other was an article I was asked to do years ago for The Journal of Tropical Pediatrics entitled, "Whose Milk Shall We Market?" It was about the decline of breast-feeding, not precisely a tropical disease but a problem of all tropical countries.

These are hardly qualifying experiences. Nor could I find any


* Editor's note: This paper was presented as an address at the Plenary Session of the American Society of Tropical Medicine and Hygiene Annual Meeting in Baltimore, Maryland on December 2, 1996. The subject aroused considerable interest among the attendees at that meeting and a wider distribution was considered to be desirable. Mr. Manoff has been kind enough to prepare a written version of his presentation that appears here as a stimulus to Journal readers to consider potentially new and productive components in the design of disease prevention strategies.






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Copyright © 1997 by the American Society of Tropical Medicine and Hygiene.