ABSTRACT
Continuous contact and engagement through consumer research were paramount to Safefoods childhood obesity campaign which ran from 2013 to 2016. Research with the client can also provide invaluable feedback on all aspects of campaign and intervention design, including the choice of medium, content and language, images and links with non-media intervention mix elements as signalled. The content and language used in media material must be compelling and understandable to the intended audience. Digital marketing takes things to a new level: blogs, Twitter and Facebook, emails and texts, videos and platforms have made the theory of co-created content and meaning a practical reality. Traditional media, television and radio, as channels of mass communication, came to be seen as a means of controlling the population. Relevant communication activities include problem definition; medium choice; content selection; images and links. Branding links positive imagery to clear solutions and real health problems by, for instance, providing branded health products.
