The Role of Social Marketing in a Controversial Cause: The Eradication of Child Marriage

Abstract

This case focuses on the application of social marketing to a controversial cause: the eradication of child marriage, which is a common cultural practice in many countries. Our aim is to study this problem from a social marketing perspective. Thus, we examine different projects carried out by different nonprofit organizations (NPOs) that deal with this issue, and we focus on a campaign: Thea’s Blog, by Plan International. We conclude that causes that foster child marriage are clearly identified: they have a sociocultural and economic nature. Thus, actions for the eradication of this phenomenon should be focused on these two areas: sociocultural (tradition, religion, and superstitions) and economic (poverty and inequality). Campaigns such as Thea’s Blog have helped to become aware of this problem in Western countries. Now, child marriage practice has a global dimension and there is a higher international pressure to eradicate it.