Marketing health issues to tweens : recommendations for reaching this demographic more effectively

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Marketing health issues to tweens : recommendations for reaching this demographic more effectively

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Title: Marketing health issues to tweens : recommendations for reaching this demographic more effectively
Author: Kelly, Erin Joy
Abstract: This paper explores public health campaigns as they relate to tweens and their use of technology. After considering how this demographic utilizes both traditional and new media, further examination was done on general health problems that affect this group. Three major health issues were then chosen for analysis. A relevant campaign for each issue was also evaluated, as were its overall marketing and communication efforts. The health problems and corresponding campaigns chosen include childhood obesity and the “Let’s Move” campaign, electronic aggression and the “Stop Bullying” campaign and youth suicide and the “WeCanHelpUs” campaign. From these analyses, recommendations for ways to improve each campaign were provided, as were general conclusions for reaching this demographic more efficiently and effectively.
Department: Advertising
Subject: Tween Tweens Health Childhood obesity Electronic aggression Cyberbullying Youth suicide Technology Media Recommendations Health campaigns Public health campaigns Let's Move ReachOut Reach Out Stop Bullying Stop Bullying Now
URI: http://hdl.handle.net/2152/ETD-UT-2011-12-4446
Date: 2011-12

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