In 2016, the Indonesian government created a reading program called "GLS" (Gerakan Literasi Sekolah) or School Literacy Movement, which according to literacy rankings, has not yet been able to reach its goals. Efforts of various innovative strategies should be implemented to increase the program's quality?furthermore, social marketing as a strategy that focuses on behaviour change. Lefebvre's integrated social marketing model ties perfectly with what GLS should highlight. Thus, this paper investigates the efforts of GLS from four previous researches regarding the implementation of GLS in SMA Negeri 4 Magelang, SMA Bosowa School Makassar, SMA Negeri 3 Jayapura, and SMA Negeri 1 V Koto Kampung Dalam Kabupaten Padang Pariaman. Said efforts were compared with the aspects of the integrated social marketing model (audience benefit, desired behavior, essence, marketing mix). It was found that four of the schools have already implemented essence and marketing mix but still needs improvement in the audience benefit and desired behavior aspect