This thesis provides an insight into the characteristics of social marketing, highlighting it as an effective strategy for behavior change at the population level, with particular emphasis on its significant potential for broader application in public health. The main objective of the paper was to analyze the effectiveness of social marketing in educating communities about public health, with a specific focus on breast cancer awareness campaigns in Croatia. In order to achieve the goals, a questionnaire survey was conducted on a sample of 177 women in the period from August 28 to September 5, 2024. It was found that breast cancer awareness campaigns have a moderate effect on changing women's health behavior in Croatia. Although there is interest in additional information about prevention, a significant number of women remains insufficiently motivated to participate in preventive screenings. This insufficient motivation is primarily attributed to the absence of perceived symptoms, which reduces the sense of need for preventive measures. Hypothesis testing revealed no statistically significant difference between exposure to breast cancer awareness campaigns and women's participation in preventive screenings. However, a significant association was found between exposure to campaigns and increased search for breast cancer information. These results suggest that although campaigns can contribute to increasing awareness, they are not sufficiently effective in promoting health behavior change when it comes to participating in preventive measures.