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Social marketing has become an increasingly popular way of addressing serious health issues in developing countries. By using traditional commercial marketing techniques, social marketing makes much-needed products available and affordable to low-income people. In the mid-80s, condom social marketing emerged as an effective tool against the spread of HIV/AIDS. This document defines social marketing, as well as highlighting the three key lessons learned in promoting condom social marketing. The document also discusses UNAIDS' role in social marketing.