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Public health branding : applying marketing for social change

Author: W Douglas Evans; Gerard Hastings
Publisher: Oxford ; New York : Oxford University Press, 2008.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
In recent years, public health marketing and mass media campaigns have begun using public health branding strategies to change health behaviour. This book argues for the importance of public health branding as a critical strategy in changing population behaviours, allowing lasting health outcome benefits.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: W Douglas Evans; Gerard Hastings
ISBN: 9780199237135 0199237131
OCLC Number: 635850215
Description: xvi, 304 Seiten : Illustrationen, Karten
Contents: PART ONE: THEORY AND CONCEPTUAL FOUNDATIONS ; 1. Public health branding: recognition, promise, and delivery of healthy lifestyles ; 2. What is a public health brand? ; 3. Evaluation of public health brands: design, measurement, and analysis ; 4. Addressing the competition: societal implications of commercial marketing ; PART TWO: PUBLIC HEALTH BRANDING CASE STUDIES ; 5. HELP: A European public health brand in the making? ; 6. Branding play for children: VERB It's What You Do ; 7. Case studies of youth tobacco prevention campaigns from the United States: truth and half-truths ; 8. High brand recognition in the context of an unsuccessful communication campaign: The National Youth Anti-Drug Media Campaign ; 9. Branding through cultural grounding: the keepin' it REAL curriculum ; 10. Branding down under: case studies from Australia ; PART THREE: PRACTICE AND APPLICATIONS OF PUBLIC HEALTH BRANDING ; 11. Public health brands in the developing world ; 12. Branding of international public health organizations: applying commercial marketing to global public health ; 13. The intersection between tailored health communication and branding for health promotion ; 14. Challenges and limitations of applying branding in social marketing ; 15. Future directions for public health branding
Responsibility: edited by W. Douglas Evans, Gerard Hastings.

Abstract:

In recent years, public health marketing and mass media campaigns have begun using public health branding strategies to change health behaviour. This book argues for the importance of public health  Read more...

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