Risk and Health Communication in an Evolving Media Environment

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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 ...