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

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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.
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Keywords: campaign; community-based campaign; obesity; public communication; public health; social marketing; teenagers

Document Type: Research Article

Affiliations: Universitat Rovira i Virgili

Publication date: October 1, 2015

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  • The Catalan Journal of Communication and Cultural Studies (CJCS) is committed to publishing research and theoretical articles in the fields of media studies, popular culture and cinema, public relations and advertising studies, social communication, new media, language uses in the media, communication and cultural policies, social and national identities, gender studies, sports and leisure, tourism and heritage, among other related issues. CJCS publishes double blind peer-reviewed articles and its aims and scope cover not only Catalan media and cultural systems but also other social contexts.
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