Social marketing is used to popularize positive ideas and bring about attitude change through empowering people for the change. However, the role of pester power in social marketing has never been explored. Children use reverse socialization strategies to get their parents to yield to their purchase requests employing pester power. Pester power has generally been seen as a negative force, but can it be used as a positive marketing tool to initiate a social change? There is a possibility of using this pester power in a nonconsumption context. The positive role of pester power is underexplored, and this research intends to provide a new insight in this regard. A case of social marketing has been identified that captures the success of a campaign, where pester power is constructively used to create awareness among mothers on self-examination and professional (medical) examination of breast cancer. Suitable modular description of the underlying processes have been brought out to indicate the role played by pester power and reverse socialization in a social marketing context.