reinforcing stereotypes, needs a lot of work pre-show. Market researchers first need to work out what kind of comedy and messages are appropriate for the target group. Health workers then need to refine the health content and prepare to follow up after the performance.

Comedy has been used for health purposes in both the Midlands and the Northwest. This is explained in more detail in the report at the bottom of the page.

Fred Beard has also written a useful guide called Humor In The Advertising Business

Comedy and the future of communication
Comedy fits in well into the future of communication. In Connected Marketing a range of experts look at developments in marketing. The main focus is on word of mouth marketing. This is a general term for attempts to get people talking about your brand or message. These include buzz marketing. This is where you use a special hook such as an event to get the target group or the media talking about your message. Comedy fits in well here. Another key approach is viral marketing. This is often done online. It is to do with producing campaigns that people want to share with their friends, who then send onto their friends, who then… You get the picture. Amusing videos or even appropriate jokes can be a great way of using this approach. Of course as well as being funny, some kind of health gain also needs to be embedded in the 'virus'.