Marketing of social issues is more challenging than product or service marketing:

Product or service marketing is not against the prevailing beliefs of the community or the target market involved. Therefore it is relatively easier to explain the benefits of the product or service involved. On the contrary most of the social issues aim at changing the prevailing beliefs fundamentally.

Therefore, even if it is for the benefit of the target market of the community involved, it becomes quite difficult in changing their prevailing beliefs for example, the community which has drawn a boundary between males and females of a family and has been suppressing female's fundamental right of education due to religious reasons, due to family structures and responsibilities for so long, it becomes very difficult to fundamentally change their prevailing belief. Even if it is totally for their benefit unlike the professional product or services marketing in which the marketer also expects a profit out of it, it is very difficult to break this ice-layer and to get through their decades old belief and practices.

In the same way products, which are more touchable, it is relatively easier to show and market their touchable benefits. Professional services benefits can also be cannibalized with reasonably less difficulty.

But in the case of social issues, because it is a task of holding the bottle inverted, totally against the target market's beliefs, it becomes even tougher to tangibility the benefits as their benefits are considered to be curses by the target market. For example few communities would never use vaccination, would never take pregnant woman to hospital and would never adopt proper sanitation.