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Systematic Review of Public Health Branding

Systematic Review of Public Health Branding. W. Evans, J. Blitstein , J. Hersey, J. Renaud & A. Yaroch 2008. BY JENNA SCHUDER. Brands build relationships. Brands create social norms. + Smoking cigarettes expresses independence, c onfidence & strength. + Smoking is socially desirable.

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Systematic Review of Public Health Branding

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  1. Systematic Review of Public Health Branding W. Evans, J. Blitstein, J. Hersey, J. Renaud & A. Yaroch 2008 BY JENNA SCHUDER

  2. Brands build relationships

  3. Brands create social norms + Smoking cigarettes expresses independence, confidence & strength + Smoking is socially desirable

  4. Purpose of review article • Define the domain of public health branding (PHB) • Examine PHB strategies • Distinguish PHB from commercial branding • Describe branded campaigns and evidence of their impact on health promotion

  5. 1. Define the domain of PHB

  6. Inclusion criteria for PHB studies + Yielded 37 papers for review

  7. Coding Form Domains Variables: • Article subject area HIV/safe sexual practice, diet & nutrition, phys. activity, tobacco control • Brand development use of scientific theory, formative research, persuasive elements • Marketing execution  evidence of a social marketing or communications campaign • Evaluation/Reporting of study design study sample, research design, statistics reported, explicit measures of branding, objectives/hypotheses clearly stated, reported outcomes

  8. Quality Scale 0 - 11 1 point given for each of the following: • Theory of change used in campaign is clearly described • Role/input of formative research was reported • Key elements of the brand are discussed • Channels used in marketing execution are described • Marketing techniques to increase brand adoption are reported • Sample size & sample characteristics are described • A response or completion rate is reported • Explicit measures of branding are described • Hypotheses/research questions clearly stated • Reported outcomes include statistics • Measure of precision of estimate provided

  9. Topic Area

  10. 2. Examine PHB strategies

  11. Brand Development

  12. Marketing Execution

  13. Evaluation & Outcome Reporting

  14. Quality Scale Results

  15. 3. Distinguish PHB from commercial branding

  16. Commercial Branding Public Health Branding + Relationship + Value + Exchange + Labels, Signs, or Symbols + Message receptivity + Message exposure + Social imagery & norms + Attitudes toward unhealthy products & behaviors + Social modeling + Aspiration to, & adoption of, lifestyle alternatives

  17. 4. Describe branded campaigns and evidence of their impact on health promotion

  18. Branded Campaigns • Mass media campaigns (25 of 37) • Community outreach (20 of 37) • Community mobilization (6 of 37) • Used messages & channels tailored to local community & cultural norms • Used local staff & community members to build credibility

  19. Evidence of impact on health promotion • Branded health messages span major fields of prevention and health promotion • Major themes & future directions • Applying successful marketing strategies used by the private sector to pubic health research • Theories used to develop branded health messages • Marketing theory (24 of 37) • Psychological theory (16 of 37) • Audience segmentation • Age (Youth for smoking prevention)

  20. Concluding Points • Study Limitation • Absence of well-recognized key words used to identify literature on PHB • Suggest common categories of information for the reporting of design, implementation, and evaluation of branded health campaigns • Quality scale suggests need for more rigorous designs to determine the prevention effects of PHB

  21. Thank You!

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