Every physical activity advocate dreams that physical activity will one day have the same ‘brand equity’ as popular products like Apple. Many folks know of successful media campaigns for physical activity promotion in various countries. There is a science behind this, and getting it right can save hundreds of thousands of dollars in failed campaigns.
Dr Trevor Shilton, National Heart Foundation, Perth, Australia, is an international expert on promoting physical activity using various forms of media. He shares these secrets with BJSM editor Karim Khan. Think of it as Mad Men (marketing) meets Dragon’s Den (persuasion - selling a product!).
See also:
Fiona Bull’s podcast on the 7 investments http://bit.ly/R0asX0
Related paper on 7 investments http://bit.ly/OY9t7o
Social marketing: why injury prevention needs to adopt this behaviour change approach http://bit.ly/ZK3m7G