Marketing of social causes (Social Marketing)

Back in the 70s, Gerald Zaltman and Philip Kotler came up with an idea that marketing principles work similarly not only to sell products to consumers, but also to "sell" some social causes to the public, e.g. behaviours, attitudes, ideas, etc. Various organizations are using social marketing approach to convey certain solutions to social issues of today, e.g. natural breastfeeding, healthy diet, eco protection, etc.