Title

Center for Disease Control’s Diethylstilbestrol Update: A Case for Effective Operationalization of Messaging in Social Marketing Practice

Document Type

Article

Publication Date

7-1-2010

Keywords

messaging, message, development, tool, social marketing, campaign, health, communication, CDC, DES, VERB

Digital Object Identifier (DOI)

https://doi.org/10.1177/1524839908324785

Abstract

The Center for Disease Control’s (CDC) Diethylstilbestrol (DES) Update, a campaign to educate people who may have been exposed to the drug DES, is framed on the premises of the social marketing model, namely formative research, audience segmentation, product, price, placement, promotion, and campaign evaluation. More than that, the campaign takes a critical step in extending the social marketing paradigm by highlighting the need to situate the messaging process at the heart of any health communication campaign. This article uses CDC’s DES Update as a case study to illustrate an application of a message development tool within social marketing. This tool promotes the operationalization of messaging within health campaigns. Ultimately, the goal of this project is to extend the social marketing model and provide useful theoretical guidance to health campaign practitioners on how to accomplish stellar communication within a social marketing campaign.

Was this content written or created while at USF?

Yes

Citation / Publisher Attribution

Health Promotion Practice, v. 11, issue 4, p. 580-588.

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