Public Health Branding

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.

Autorentext

W Douglas Evans serves as Vice President of RTI's Public Health and Environment Division. Dr Evans has 16 years of experience in prevention research and program evaluation, social marketing and communications research. He has designed numerous large-scale evaluations and intervention research studies and has extensive experience evaluating behaviour change and public education intervention programs designed to communicate science-based information to diverse audiences. He has published extensively on media influences on health risk behaviour, including the effects of social marketing on behaviour change. Dr Evans has published widely in peer-reviewed journals such as the British Medical Journal, American Journal of Preventive Medicine, Health Psychology, Journal of Health Communication, and many others. He has worked extensively in the public health subject areas of tobacco control; nutrition, physical activity, and obesity; and reproductive health.

Gerard Hastings is the first UK Professor of Social Marketing and founder/director of the Institute for Social Marketing and Centre for Tobacco Control Research. He researches the applicability of marketing principles such as consumer orientation and relationship building to the solution of health and social problems. He also conducts critical marketing research into the impact of potentially health damaging marketing, such as tobacco advertising and fast food promotion. He teaches and writes on these subjects both in the UK, where he has run Masters and Honours level programmes, and internationally in North America, South East Asia, the Middle East and Europe. He has published over eighty refereed papers in major journals. He is an expert witness in litigation against the tobacco industry, Chairs the Advisory Board of the EC's HELP campaign, and is a regular advisor to the World Health Organisation, and the Scottish, UK and European Parliaments.

Zusammenfassung
Brands are designed to build relationships between consumers and the products, services, or organizations they represent by providing added value to their objects. Through brand promotion, consumers form associations with brands, which can become established and lead to a long-term relationship between the product, service or organization and consumer. Similarly, public health brands are the associations that individuals hold for health behaviours or lifestyles. Public health branding - building positive associations with healthy behaviours and lifestyle choices - is the primary strategy by which commercial marketing is applied in health communication and social marketing. This book examines theory and best practices of branding and its application in public health programs. Through a series of reviews and case studies, the book argues that branding is an emerging public health strategy that needs resources and continued development of innovative methodologies to effect lasting population-level change. In recent years, public health branding has been successfully applied across a wide range of chronic and infectious disease issues and behaviours - from tobacco control to HIV/AIDS - and globally across the developed and developing world. Branding is an important strategy for public health because it can address multiple behaviours simultaneously, and most health risks stem from multiple behaviours and complex lifestyle choices. Promoting healthy lifestyles is the key outcome for public health, thus making the development of improved branding strategies a critical objective for the field.

Inhalt

• PART ONE: THEORY AND CONCEPTUAL FOUNDATIONS

• 1: W Douglas Evans and Gerard Hastings: Public health branding: recognition, promise, and delivery of healthy lifestyles

• 2: Jonathan Blitstein, W Douglas Evans and David L Driscoll: What is a public health brand?

• 3: W Douglas Evans, Jonathan Blitstein and James C Hersey,: Evaluation of public health brands: design, measurement, and analysis

• 4: Ross Gordon, Gerard Hastings, Laura McDermott, and W Douglas Evans: Addressing the competition: societal implications of commercial marketing

• PART TWO: PUBLIC HEALTH BRANDING CASE STUDIES

• 5: Gerard Hastings, Jo Freeman, Renata Spackova, and Pierre Siquier: HELP: A European public health brand in the making?

• 6: Marian Huhman, Simani M Price and Lance D Potter: Branding play for children: VERB It's What You Do

• 7: Matthew C Farrelly and Kevin C Davis: Case studies of youth tobacco prevention campaigns from the United States: truth and half-truths

• 8: Lela Jacobsohn and Robert C Hornik: High brand recognition in the context of an unsuccessful communication campaign: The National Youth Anti-Drug Media Campaign

• 9: Michael L Hecht and Jeong Kyu Lee: Branding through cultural grounding: the keepin' it REAL curriculum

• 10: Robert Donovan and Tom Carroll: Branding down under: case studies from Australia

• PART THREE: PRACTICE AND APPLICATIONS OF PUBLIC HEALTH BRANDING

• 11: W Douglas Evans and Muhiuddin Haider: Public health brands in the developing world

• 12: Muhiuddin Haider and Michelle Lee: Branding of international public health organizations: applying commercial marketing to global public health

• 13: Megan A Lewis and Lauren McCormack: The intersection between tailored health communication and branding for health promotion

• 14: Lauren McCormack, Megan A Lewis and David Driscoll: Challenges and limitations of applying branding in social marketing

• 15: W Douglas Evans and Gerard Hastings: Future directions for public health branding