Live and trending: the next step for public health campaigns?

Dheepa Jeyapalan; Amy Vassallo; Becky Freeman

doi:10.1071/phrp2751741

RESEARCH ARTICLE (Open Access)

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Live and trending: the next step for public health campaigns?

Dheepa Jeyapalan ^A ^* , Amy Vassallo ^A and Becky Freeman ^A

+ Author Affiliations

- Author Affiliations

^A Prevention Research Collaboration, School of Public Health, University of Sydney, NSW, Australia

^* Correspondence to: dheepa.jeyapalan@sydney.edu.au

Public Health Research and Practice 27, e2751741 https://doi.org/10.17061/phrp2751741

Published: 7 December 2017

2017 © Jeyapalan et al. This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence, which allows others to redistribute, adapt and share this work non-commercially provided they attribute the work and any adapted version of it is distributed under the same Creative Commons licence terms.

Abstract

Marketing strategies used by large corporations are rapidly evolving, through the development of novel technologies and multiple marketing channels favoured by young consumers. Formerly small-scale marketing approaches, such as providing free samples at local events, may now have a global reach when paired with live streaming on popular social media sites. The regulation of these live streaming platforms is hugely challenging and likely to remain so in the foreseeable future. To ensure that ‘unhealthy’ messages are not the only content seen by social media users, public health campaigns should invest in similar technologies in disseminating health promoting messages.