Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way. It helps to decide which people to work with, what behaviour to influence, how to go about it and how to measure it. Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society. Social marketing principles and techniques can be used to benefit society in general and the target audience in particual in several ways. There are four major arenas that social marketing efforts have focused on over the years: health promotion, injury prevention, environmental protection, and community mobilization. The number of tools used by social marketing has increased with the emergance of the internet, social networks, smarthphones, and the technology in general. „Scratch for a reason“ is an example of a campaign in Croatia for early detection of testicular cancer where social marketing methods are being used. The main objective of the campaign is to increase the number of testicular self-examinations and examinations. So far, the campaign has shown excellent results and 46 testicular cancers were diagnosed in the early stage, there are over 9,700 self-examinations registered on the campaign`s website, and men are undergoing diagnostic procedures in other centers in Croatia as well.