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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Carrie Heitzler, MPH, Centers for Disease Control and Prevention, Centers for Disease Control and Prevention, 4770 Buford Hwy, M/S K46, Atlanta, GA 30342, 770-488-5286, cheitzler@cdc.gov
Gen-Y is consumed by the need to experience and interact. They rely primarily on word of mouth from friends and relatives when embracing specific brands and adopting certain behaviors. The CDC’s “VERB. It’s what you do!” Youth Media Campaign will tap into unconventional consumer marketing strategies such as events and word-of-mouth marketing to leverage this notion. Events deliver the need to interact and experience, both emotionally and intellectually, by providing the opportunity to touch, feel, and discover. The Campaign will utilize both Media Events, partnering with Nickelodeon and MTV, and a customized “VERB” event to leverage the energy and curiosity of tweens and build a connection between them and the campaign. Word-of-mouth marketing sometimes referred to as viral or “guerilla” marketing, is used to describe any strategy that encourages individuals to pass on a marketing message to others, creating the potential for vast growth in the message’s exposure and influence. The Campaign will use tactics such as “street teams”, chalk art, “random acts of action,” “spontaneous play,” and outdoor advertising to tap into this unconventional marketing strategy.
Learning Objectives: At the conclusion of the session, participants will be able to
Keywords: Social Marketing, Child Health Promotion
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.