The goal of social marketing projects is the development of a mass market for contraceptives sold at the lowest feasible prices. Experiences of more than 30 social marketing programs in 27 countries show that social marketing projects, a hybrid of health oriented-social action-commercial marketing programs, do work. At least 50% of a dozen projects with 3 or more years experience were able to improve contraceptive availability and sales of contraceptive products. In addition, they were able to spread family planning knowledge, stimulate wider contraceptive use, and provide a substantial measure of protection against unwanted pregnancy at a cost below that of most other programs. The key elements of social marketing programs are: 1) management and operating procedures; 2) products to be marketed; 3) target population; 4) packaging; 5) pricing; 6) sales outlets; 7) distribution system; and 8) promotion. Social marketing is not cheap, easy or unobtrusive. Some projects have failed because of lack of funds, strong indigenous support or governmental support in the face of public criticism. Still others have failed due to poor management, lack of clear decision-making authority, or bureaucratic reluctance to support a vigorous advertising campaign. Nevertheless, social marketing projects are useful and cost-effective adjuncts to other family planning programs.