Social marketing concepts and techniques represent an opportunity for public health sector in achieving goals. The aim of this study is to determine how social marketing can sustain health promotion initiatives and campaigns by developing a strategy based on marketing mix. Therefore, there is realized a brief analysis of an international social campaign (VERB) designed in accordance with the 4P’s concept: Product, Price, Placement, and Promotion. On the other hand there is presented a national campaign (about home safety for kids) where communication strategy is prevalent. According to the results, a social marketing approach implemented in planning a health promotion plan can lead to long term results. On the other hand, considering only a few elements of marketing mix can generate benefits only on a short time period. Therefore, when developing a health promotion campaign, public health specialists should form mix teams where a social marketing specialist should be included.