Non-profit and state authorities regularly employ Marketing to encourage (or discourage) certain good (or bad) human behaviours.
The NAPCAN campaign is an example of General Demarketing, which refers to efforts by organisations towards discouraging (demarketing) demand for a product or a certain behaviour which is harmful to people and society (Kotler and Levy, 1971) 1.
1 Kotler, P. and Levy, S. (1971), “Demarketing, Yes, Demarketing”, Harvard Business Review, 49 (6),74-80
On the other hand, when an organisation is focusing its demarketing efforts on a specific market segment, then Selective Demarketing occurs. For example, a luxury restaurant could promote itself in such way in order to avoid teenagers and low-income level customers with the aim of attracting only the high-income class clients.
There is a variety of tools available to demarket a product or a certain behaviour: