One of the unique aspects of GSMF's approach to promoting healthy behaviours is our recognition that adopting new behaviours such as using condoms consistently for the prevention of HIV/AIDS or taking a pill everyday in order to manage one's fertility is not easy.

Thus the most important element of our strategy is motivation, which forms the crux of our marketing program and presents our biggest challenge. We make use of the gamut of marketing tools ranging from mass media advertising and public relations campaigns, consumer trade promotions, education, training for health and service providers to providing information through brochures and radio call-in programs.

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