I mean, you can, but then you should probably tell Cindy Rahman, their SVP and Chief Marketing Officer, that her job title makes no sense. And the IRS that the 4.9 million-odd they claimed they spent on advertising on their Federal 990 form in 2020 was mis-labeled.
The March of Dimes is and was in the marketing business.
> actually they have to reach back decades
March of Dimes is still here. It's a modern example as well as a decades-old one. Their primary purpose all but accomplished, they've re-targeted their efforts into information, support of families in NICU, and general patient advocacy.
I could have pulled a more recent example, but the polio campaign has the advantages of lack of ambiguity, common understanding, and the historical perspective to come to general agreement that it was an more-or-less un-alloyed good thing that we can avoid getting bogged down in those dimensions.
Nowadays, I'd point to the billions spent on COVID-19 vaccination advocacy and messaging as the good marketing can do, but I didn't really want to drag the modern-era anti-vaxxers out of the woodwork.