Center for Disease Control's Diethylstilbestrol Update: a case for effective operationalization of messaging in social marketing practice.
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.
Mattson
Marifran
M
Department of Communication, Purdue University, West Lafayette, Indiana, USA.
Basu
Ambar
A
D002273:Carcinogens; D002487:Centers for Disease Control and Prevention, U.S.; D004054:Diethylstilbestrol / Q000009:adverse effects*; D005260:Female; D006266:Health Education / Q000379:methods*; D006801:Humans; D008297:Male; D019982:Organizational Case Studies; D011247:Pregnancy; D011297:Prenatal Exposure Delayed Effects; D040241:Social Marketing; D014481:United States
D002273:Carcinogens; D004054:Diethylstilbestrol