This study focuses on the different factors influencing social marketing programme implementation of legal assistance in Indonesia. The variables being examined are variables in theory of planned behaviour (attitude, subjective norms, perceived behavioural control) and additional variables influencing attitude and intention (perceived costs, perceived needs, perceived risks, perceived benefits). The study utilizes both qualitative and quantitative research method. The first stage of this study is a qualitative research consisting of interviews with advocates and keypersons of legal assistance service providers (lembaga bantuan hukum). On the second stage, a cross-sectional quantitative study will be conducted involving the targeted audiences of legal assistance programme in Indonesia. The findings of the first stage of this study reveal some variables posited to influence intention of the targeted audiences to use legal assistance programme. The second stage of the study is expected to provide more insights on the variables influencing intention to use legal assistance programme.