Because Social Products are intangible and often conceptual, the role of place – or distribution – is problematic. The distribution of ideas is often merged with Promotion, and regarded as an aspect of the promotional mix. However, where the main Social Product is an idea, the movement of that idea to the target audience has to be examined. In Social Marketing Mix, place is traditionally the most neglected element. Yet without an effective distribution channel to facilitate behavioral change, campaigns are unlikely to succeed.