O'Reilly logo

Risk and Health Communication in an Evolving Media Environment by H O'Hair

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

p.55

4

OUT OF SIGHT, OUT OF MIND?

Addressing Unconscious Brand Awareness in Healthcare Communication

Laura Crosswell, Lance Porter, and Meghan Sanders

On June 8, 2006, the FDA approved the world’s first preventative vaccination for the human papilloma virus (HPV). Eager to initiate public discussion and perhaps activate consumer demand, Merck Pharmaceuticals quickly launched a national print, television, and online advertising campaign for the Gardasil(R) vaccination (Petersen, 2006). Prior to receiving FDA approval, however, Merck joined forces with nonprofits Cancer Research & Prevention Foundation and Step Up Women’s Network to raise awareness for HPV through an unprecedented, three-tiered social marketing campaign.

While the HPV vaccination ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required