New book about Public Health and Social Marketing in Spanish

On September 30, 2022, the book Mercadeo social para la salud pública: cambios de comportamientos para el bien social (Social Marketing for Public Health: behavior change for social good), was published by the Honorary Commission for Cardiovascular Health of Uruguay with the support of the Pan American Health Organization (PAHO) in Uruguay. This book introduces Social Marketing to promote behavior change and advance public health by fostering better health and well-being. The book begins with a general introduction to Social Marketing, followed by a contextualization of its use in Latin America. Subsequenty, social marketing foundations, formative research, behavior change theories, and methodologies are presented. The book ends with cases from the region.

This book also includes a chapter entitled: “Social Marketing in Latin America”, with IMEK’s involvement. This chapter underlines that there is a difference between the distinct terms used in Spanish language to refer to marketing; and delves into one of the branches of marketing, which evolved to respond to social problems: Social Marketing. Moreover, the chapter discusses limitations for understanding how social marketing has been used in Latin America.

The authors who participated in the writing of this book are Inés Besada Paullier, Nathaly Aya Pastrana, Laura Garré Castro, Gabriela González Bula, and Carolina de León.

Here we share the link to the book and its summary (link).

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Stephanie Aya Pastrana, MSc
Adherent Member


Stephanie is an architect from the Pontificia Universidad Javeriana Cali with a master’s degree in Urban Strategies and Design from the University of Edinburgh. She has professional experience in the design and development of architectural projects of different scales, also developing research projects related to the quality of public spaces in Cali (Colombia) and sustainable construction. She currently works as a consultant and full-time professor at the Faculty of Creation and Habitat of the Pontificia Universidad Javeriana Cali.