Background: Health insurance system is one of the means to enhance access to health carernservices and to protect individuals from catastrophic health expenditures. Social marketingrnstrategies such as radio, television, print media, facility &community based sensitizationsrnhave been used to augment enrollment in to community-based health insurance (CBHI)rnschemes in Ethiopia. However, there is gap of evidence on the influence of existing socialrnmarketing strategies on CBHI enrollment in Ethiopia. rnObjectives: This study aims to assess the effect of utilization of social marketing strategiesrnon households to join CBHI and associated factors with enrollment in Lideta Sub City, AddisrnAbaba.rnMethods: A cross sectional study was conducted among a sample of 422 randomly selectedrnhouseholds of Lideta sub-city, Addis Ababa in two randomly selected woredas usingrnstructured questionnaires. Epi-data version-3.1 and SPSS version-25 were used for data entryrnand analysis respectively. Descriptive statistics were used and data were presented usingrntables and figures. A binary & multiple logistic regression models were used to determinernthe odds of enrollment for each predictor. The investigator obtained ethical clearance fromrnAddis Ababa University ethical review committee.rn Results: The level of utilization of social marketing strategies for CBHI among householdsrnwas 75.6% (69% enrolled and 31% not enrolled) with level of utilization of house to housernsensitization (18.9%), local radio (11.1%), national radio (8.3%), and health facility basedrnsensitization (5.7%). The most motivator of the households to join CBHI was house to housernsensitization (37.81%). Multivariate Logistic regression revealed no significant associationrnbetween social marketing strategies and enrollment, but only house hold income (AOR =rn0.023, 95% CI; 0.006â€“0.092, p