About Us

SM Hawaii (formerly Social Marketing Hawaii), launched in 2007, is a multifaceted communications and advocacy hub that focuses on creating behavior-based communications, marketing, and policy change.

Based on the concept of Social Marketing, a type of marketing developed in the 1970’s, we focus on using evidence-based marketing principles to bring about social good rather than only commercial profit. Our team members have worked on some of the largest non-profit, government, and for-profit campaigns and legislative efforts in the state of Hawaii.

In working with clients, we focus on creating measurable outcomes that are based on sound research and are meaningful markers of success. Our marketing strategy is designed to reduce barriers and enhance the benefits associated with your product or the desired behavior. This carries into our advocacy and legislative work, which aims to create win-win-win policy changes with meaningful impact and measurable effects.

Some Quick Facts About Us

Years in Operation
Awards Won
Combined Years of Experience
Percent of Effort We Put Into Each Project



We create complete communications plans, including SWOT analysis, media assessment and recommendations, market research, budgets, and work plans. We specialize in creating behavior-based outcomes and defining outcome indicators based on your industry’s best practices.


We create complete communications plans, including SWOT analysis, media assessment and recommendations, market research, budgets, and work plans. We specialize in creating behavior-based outcomes and defining outcome indicators based on your industry’s best practices.


We have experience leading some of the largest legislative issues of Hawaii, including reducing homelessness, ending domestic violence, and reducing tobacco use at the county level and at the state legislature. From lobbying, to community outreach and mobilization, we can do it all.


Coupled with our other services, we are able to provide evaluation plans for formative research, process evaluation, bench marking, and outcome/impact evaluation.


We provide full program and grant management, from concept development to local, state, and federal grant writing and outcome tracking. We are fully equipped to take your idea and make it into a fully funded program.

Meet The Team

Pedro Haro, President & Lead Consultant

The head of SM Hawaii is Pedro Haro. His graduate studies focused on using communications as a way to change behavior. For the past 15 years, he has led successful comprehensive communications and advocacy campaigns on issues that include tobacco control, youth empowerment, binge and underage drinking, fruit and vegetable consumption, social welfare, physical activity, infectious diseases, domestic violence, sexual assault, and child abuse. More recently, Pedro headed the efforts to pass the Kupuna Caregivers Act the first of its kind in the nation. Pedro has presented at various local, national and international conferences and has been a regular guest lecturer at the University of Hawaii at Manoa.

Troy J. Siruno, Consultant

Troy Siruno has more than 14 years of marketing & communications experience in Hawaii in a variety of roles. As the former director of marketing for Hawaii News Now, he led the brand and marketing initiatives for the state’s largest local broadcast media organization comprised of three television stations, broadcast/digital news products, and locally produced television programs/video content. With an extensive background in communication design and creative production, he has also worked with various local businesses and non-profit organizations to conceive and execute innovative campaigns that bring their brands to life on broadcast, digital and social media platforms.

Cynthia J. Goto, Consultant

Cindy Goto, M.D., has over 30 years of experience as an advocate to improve access to health care and social services. She has worked on legislation and campaigns relating to unintended pregnancy and sexually transmitted diseases, legislation to improve access to emergency contraception, expedited partner therapy, tobacco control, physical activity and nutrition, and domestic violence. In addition, she worked to pass legislation to fund and initiate maternal mortality review, which serves to improve maternal health through prevention of morbidity and mortality. She has ample experience on providing strategy for community mobilization and stakeholder engagement.

Bryan L. Talisayan, Consultant

Bryan has twenty-five years’ experience working in Hawaii’s nonprofit environment with significant time dedicated to Federally Qualified Health Center’s. Throughout these years Bryan has successfully secured millions of dollars in private and government grants to design and implement projects. Specific areas of expertise include non-profit medical, dental, and behavioral health operations; integrated health care; social determinant of health interventions; capital expansion and redesign; and Health Information Technology based projects.

What People Are Saying

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Would You Like a Quote For a Project?

We provide quotations for work based on your project needs. Please contact us so that we can conduct an initial consultation to determine your needs and objectives. We regularly work with State and County government offices and nonprofits and can provide quotations for grant proposals.


Based In Honolulu, Hawaii