“…SMIPs are more successful when they are grounded in the appropriate health behaviour change models (Andreasen, 1994;Fraze, Rivera-Trudeau, & McElroy, 2007). The extant literature indicated that in Ghana, the limited numbers of research carried out on social marketing (SM) have concentrated mostly on HIV/AIDS (Adu-Mireku, 2003;Tweneboah-Koduah & Owusu-Frimpong, 2013), contraceptives, and condom use (Addai, 1999;Tawiah, 1997), alcohol and drug use (Doku, Koivusilta, & Rimpelä, 2012), and malaria (Tweneboah-Koduah, Braimah, & Otuo, 2012 (BCI, 2015). These programmes were mainly to change the behaviour of Ghanaian women by creating awareness on breast cancer and encouraging women to undertake regular self and clinical examination as well as seek early treatment.…”