I am the Co-Founder/Managing Director of Thăng Creative Agency. A creative agency specializes in social development projects and social behavior change communication. Understanding the impact communications and marketing have on society, I am focusing on applying them to social development projects effectively While the objective of commercial marketing is to sell a product or service, social marketing's goal is to "sell" a positive behavior. Because of this difference, I believe social development projects need a specialized framework - the Social Marketing framework.