Used in public health programs in English-speaking countries and in France by INPES, social marketing is struggling to gain traction. Yet numerous scientific studies highlight the value of this approach and its effectiveness in enhancing the impact of public health programs. In this interview, Karine Gallopel-Morvan, an associate professor authorized to supervise research in social marketing at the University of Rennes 1, explains what this discipline—which emerged in the early 1970s and evolved from commercial marketing—entails.