Marketing is just begining to be a useful tool for the promotion of social causes in developing nations. This is an empirical study that shows how social marketing can be used effectively to promote effective sanitary practices against diarrhea in Mexico. Personalized le
ters were used to invite housewives to a health orient
tion meeting. Those who attended were interviewed before the begining of the meeting. Their responses were compared to those who received the invitation and did not attend. Significant differences were obtained between the two groups, and the information gathered was used to plan public health campaigns.