Social marketing utilizes marketing and advertising concepts, integrated with social science theory for the development of behavior promotion campaigns targeted to specific subgroups. Such targeting is a key element of the social marketing approach. Social marketing approaches have been shown to be effective for changing blood cholesterol levels (Lefebvre, Lasater, Carleton, & Peterson, 1987), smoking behaviors (Kotler & Roberto, 1989), and women’s and children’s health (Hornick, 1991; Rasmuson, Seidel, & Smith, 1988).