Som la Pera: How to develop a social marketing and public relations campaign to prevent obesity among teenagers in Catalonia

• Natàlia Lozano ^[1] ; Jordi Prades ^[1] ; Marta Montagut ^[1]
  1. [1] Universitat Rovira i Virgili

     Universitat Rovira i Virgili

     Tarragona, España

     
• Localización: Catalan journal of communication & cultural studies, ISSN 1757-1898, Vol. 7, Nº. 2, 2015 (Ejemplar dedicado a: Public Relations: Communication, engagement and dialogue), págs. 251-259
• Idioma: inglés
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• Dialnet Métricas: 1 Cita
• Resumen

  • "Som la Pera" is a public communication campaign for the prevention of obesity and the promotion of healthy lifestyles among teenagers, launched in May 2014 in Reus (Catalonia, Spain). The campaign is linked to the EU-funded project EYTO, and establishes consistent bridges between public relations and social marketing. This article argues that although these fields have traditionally been wary of each other, both have complementary aspects such as interventions that encourage behavioural changes regarding sociocultural contexts. These contact points especially occur in health promotion campaigns.