Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole.

The impact of such social marketing campaigns are not always well documented.^[15] One study found that health awareness days can potentially raise knowledge about the causes of public health problems and promote an environment that supports policy changes, but noted that the accuracy of information shared is critical.^[16] On the other hand, there is some evidence to show that species awareness days meant to increase biodiversity and conservation awareness can lead to an increase in awareness through internet search for information, and an increase in conservation fund-raising by charities and advocacy groups