When it comes to shaping our health choices, who tells the story—and how—matters. We will focus on how health institutions advocate public health policies and communicate them to the public, in contrast to how private companies—often marketing products that directly affect health—develop and promote their own campaigns.
We will examine the communication strategies employed by both sectors: public institutions that seek to promote wellness and influence behaviour through education and policy, versus private companies that often use emotional marketing, lifestyle branding or persuasive techniques to shape public perception of health-related products.
Successful institutional campaigns, as well as specific projects led by organisations, will also be showcased, with the aim of identifying what makes a health campaign effective, credible and impactful for society.
