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Branding and Public Information on Healthy Living Canadian Landscape and Lessons Learned

Branding and Public Information on Healthy Living Canadian Landscape and Lessons Learned. François Lagarde flagarde@videotron.ca September 23, 2003. 0-5-30 COMBINAISON PRÉVENTION. Landscape. Branding and Messaging on Healthy Living Busy -- Can be confusing Competitive International

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Branding and Public Information on Healthy Living Canadian Landscape and Lessons Learned

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  1. Branding and Public Information on Healthy LivingCanadian Landscape and Lessons Learned François Lagarde flagarde@videotron.ca September 23, 2003

  2. 0-5-30 COMBINAISON PRÉVENTION

  3. Landscape • Branding and Messaging on Healthy Living • Busy -- Can be confusing • Competitive • International • Multiple messengers – An asset, not a liability due to: • Sense of a movement • Advocacy • Complementary roles • Segmentation • Macro-environmental issues • Communications • Multiple/targeted channels • Overload - Selective people

  4. Social Marketing Product Price Place Promotion (to inform/educate and persuade) { Influencers Health Communications Decision-makers Individuals (Lagarde, 2003) Public Information as a Component of Social Marketing and Health Communications Approaches

  5. Leading National Change Through Public Information-- Lessons Learned • Need to keep the message simple and credible • Consistent messaging: Aim for convergence, not alignment • Clear focus = clear brand • Shared brand, not owned • Need sustained presence, dedicated resources and people/leaders who are in it for the long run • Need to be entrepreneurial, relevant and timely • Need a critical mass of partnerships – Think big • Common vision and priorities, complementary roles and approaches • Incentives for partnership-building • Need to be interactive and help people network • Need to connect people at the local/interpersonal levels (how and where) – Get people to talk • Need to help people, not just tell them what to do (social marketing) • Losing some control (as the source of information) can be a good sign (social epidemics) • Need evaluation to track, report and adjust approaches

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