Building a health communication brand for University of Texas System tobacco control |
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| Authors: | Michael Mackert Kathleen Case Allison Lazard Jeeyun Oh Jessica Hughes Wagner Ernest Hawk |
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| Affiliation: | 1. Center for Health Communication, Stan Richards School of Advertising &2. Public Relations, Department of Population Health, The University of Texas at Austin, Austin, TX, USA;3. The University of Texas Health Science Center at Houston (UTHealth), School of Public Health in Austin, Austin, TX;4. School of Media and Journalism, Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC, USA;5. Stan Richards School of Advertising &6. Public Relations, The University of Texas at Austin, Austin, TX, USA;7. Center for Health Communication, The University of Texas at Austin, Austin, TX, USA;8. Department of Cancer Prevention and Population Sciences, The University of Texas MD Anderson Cancer Center, Houston, TX, USA |
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| Abstract: | Objective: Despite declining cigarette smoking rates in the US, there is a continued need for tobacco prevention education campaigns to reach young adults. Recognizing the need for improved tobacco control messaging, the University of Texas (UT) System engaged The University of Texas at Austin Center for Health Communication to develop a brand and message that would strengthen tobacco control efforts at its 14 institutions. Methods: This article describes the iterative process involved in creating a brand for tobacco control, including an environmental scan, identifying potential message themes, and creating and refining logos. Results: This article highlights the process of developing a system-wide tobacco control brand. Specifically, the process included coordinating an interdisciplinary team with content and design experts, and presenting ideas to stakeholders for serial feedback and refinement, among others. Conclusions: Ultimately, this project offers a model for other systems of higher education interested in pursuing similar initiatives. |
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| Keywords: | Health communication health education tobacco |
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