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APHA Scientific Session and Event Listing

Recorded presentation

Bob McKinnon, YELLOWBRICKROAD, 121 Reade Street, Suite 4L, New York, NY 10013, 212-566-2288, bmckinnon@yellowbr.com

We believe a great opportunity lies ahead. The influence of mass communications and marketing on our society is unquestionable. It affects what we believe, what we buy, and who we vote for. To date, however, communications and marketing have not had as much impact on how we behave regarding our own health.

We have failed to harness the power of marketing to improve the way we communicate our public health messages. As a country, we have not made the proper investment. As public health professionals, we have not been willing or able to borrow the innovative approaches in marketing that we see in the private sector. And as communicators, we have failed to strike the right tone with consumers, too often preferring to admonish their current behavior versus empower new, healthier actions.

Yet there is hope and vast opportunity ahead. There have been examples on both individual campaigns and new models in different developed countries that outline the way forward. We anticipate a time when we will leverage one of our most valuable resources, communication, to the greatest common good. And in doing so, positively change the way we approach our own health.

Learning Objectives:

• Participants will understand the relevance and potential of marketing and communications for public health organizations
• Participants will learn how the power of marketing and communications can be further leveraged for public heath
• Participants will examine two examples to learn about the details of social marketing campaigns
• Participants will examine an example and learn how marketing principles can be used to launch new public health interventions

Keywords: Marketing, Communication

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation