图书简介
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.
PART ONE: THEORY AND CONCEPTUAL FOUNDATIONS; 1: W Douglas Evans & Gerard Hastings: Public health branding: recognition, promise, and delivery of healthy lifestyles; 2: Jonathan Blitstein, W Douglas Evans & David L Driscoll: What is a public health brand?; 3: W Douglas Evans, Jonathan Blitstein & James C Hersey,: Evaluation of public health brands: design, measurement, and analysis; 4: Ross Gordon, Gerard Hastings, Laura McDermott, & 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, & Pierre Siquier: HELP: A European public health brand in the making?; 6: Marian Huhman, Simani M Price & Lance D Potter: Branding play for children: VERB It’s What You Do; 7: Matthew C Farrelly & Kevin C Davis: Case studies of youth tobacco prevention campaigns from the United States: truth and half-truths; 8: Lela Jacobsohn & 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 & Jeong Kyu Lee: Branding through cultural grounding: the keepin’ it REAL curriculum; 10: Robert Donovan & Tom Carroll: Branding down under: case studies from Australia; PART THREE: PRACTICE AND APPLICATIONS OF PUBLIC HEALTH BRANDING; 11: W Douglas Evans & Muhiuddin Haider: Public health brands in the developing world; 12: Muhiuddin Haider & Michelle Lee: Branding of international public health organizations: applying commercial marketing to global public health; 13: Megan A Lewis & Lauren McCormack: The intersection between tailored health communication and branding for health promotion; 14: Lauren McCormack, Megan A Lewis & David Driscoll: Challenges and limitations of applying branding in social marketing; 15: W Douglas Evans & Gerard Hastings: Future directions for public health branding
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