The Importance of Social Marketing in Global Health Emergencies: The Case of Zika Virus Infection

M. Mercedes Galan-Ladero () and M. Angeles Galan-Ladero
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M. Mercedes Galan-Ladero: University of Extremadura
M. Angeles Galan-Ladero: Andalusian Health Service

A chapter in Case Studies on Social Marketing, 2019, pp 73-84 from Springer

Abstract: Abstract At the beginning of 2016, the World Health Organization (WHO) declared the infection caused by Zika virus a global health emergency, what triggered alarms worldwide. Social marketing campaigns had a fundamental role to prevent transmission, raise awareness, and involve citizens in solving the problem. In this paper, the application of social marketing in the case of this disease will be studied in depth. In order to do so, an exploratory study has been conducted. Images from 47 campaigns launched in 19 countries of the American continent have been analyzed. These campaigns are characterized by being designed mainly with illustrative pictures and simple texts so as to reach the whole population. The message focuses on providing information about the Zika virus and on catching the attention of all the population in order to prevent the disease. Different tones have been used: imperative, informative, interrogative, and alarming (causing fear). All kinds of media were used to broadcast the message: radio, TV, the press, billboards, the Internet (websites, YouTube, social networks such as Facebook or Twitter), and different apps.

Keywords: Social marketing campaigns; Global health emergency; Zika virus (ZIKV); Prevention campaigns; Awareness campaigns (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-04843-3_7

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DOI: 10.1007/978-3-030-04843-3_7

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