Resumen de Som la Pera: How to develop a social marketing and public relations campaign to prevent obesity among teenagers in Catalonia
Natàlia Lozano Monterrubio, Jordi Prades Tena, Marta Montagut
"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.
