A key concept that countries have tried to push forward is that related to the establishment of a set of Defense principles that enable society to understand, support and commit to its needs and goals in defense matters. In the past few years, the traditional gap between the military and civil society grew substantially wider due to the fact that most western nations embarked in a process leading to professional armed forces. Social marketing models that were successfully applied to advance other social causes are extremely useful to raise awareness as to national defense matters and to create a set of international defense principles, a group of values, beliefs, identities, institutions and procedures that support regional Security and Defense policies. This paper examines the potential of social marketing as a catalyst that may be used to disseminate, foster and bring about changes related to the abovementioned set of defense principles, the main stages of their planning process and the basic design elements of such set of principles, as well as the communication strategy to be applied and the contents thereof.
