Learn about advertising from some of the best in the business: the tobacco companies, beer manufacturers etc. Study what they do

Advertising


Often organisations with a
background in the public
sector get children to
produce their advertising for
them. Done well this may be
a good educational 
experience for the pupils
involved. However, for it to
make effective advertising
schools would first need to
teach children the skills explained in this section

 

Learn from the opposition
Advertising  isn't a form of popular culture in the way that pop music or football is. People don't generally have it as a hobby or passion. However, advertisers make so much use of popular culture that public health can learn a lot from them: 
* Syrupy soft drink companies have used popular music
* Beer manufacturers tie in with football
* Confectionary conglomerates make use of story book characters
* Makers of sugary cereal give away computer discs tied in with pop culture
* Cigarette companies have used humour to sell their wares

Advertising in brief
To produce an effective advertising campaign
* Decide your overall aims, i.e. what health improvement do you want?
* Research your audience so you know what affects their health behaviour and what will change it (Look out for useful

links with popular culture)
* Ensure you know how to
   - Attract their attention (popular culture may help here)
- Keep them interested
   - Arouse a desire for change
   - Help them to act on this
* Also how to
   - Plan your evaluation
   - Pre-test the advert with your audience and make any necessary changes
   -Advertise (and back this up with any practical support the target group will need
    e.g. extra condom clinics)
   - Evaluate

(For references click here and links click here.)

To download my whole 180 page report on using popular culture to tackle health  inequalities click here
http://www.sexanddrugsandrockandhealth.com/userimages/newPCTotalDocument.pdf

To read a six page general explanation on how to advertise effectively click here
http://www.sexanddrugsandrockandhealth.com/userimages/GoodpracticeAdsPC2.pdf

To see how the food, drink and betting industries use football to promote their products click here

To download an example of a future viral email advertising campaign around music click here

To download the PDF software to be able to download this file click here
http://www.adobe.com/products/acrobat/readstep2.htm