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The laugh model: Reframing and rebranding public health through social media

Author

Listed:
  • Lister, C.
  • Royne, M.
  • Payne, H.E.
  • Cannon, B.
  • Hanson, C.
  • Barnes, M.

Abstract

Objectives. We examined the use of low-cost social media platforms in communicating public health messages and outline the laugh model, a framework through which public health organizations can reach and engage communities. Methods. In August 2014, we developed an online campaign (Web site and social media) to help promote healthy family meals in Utah in conjunction with the state and local health departments. Results. By the end of September 2014, a total of 3641 individuals had visited the Utahfamilymeals.org Web site. Facebook ads reached a total of 29 078 people, and 56 900 people were reached through Twitter ads. The per-person price of the campaign was 0.2 cents, and the total estimated target population reach was between 10% and 12%. Conclusions. There are 3 key takeaways from our campaign: use of empowering and engaging techniques may be more effective than use of educational techniques; use of social media Web sites and online marketing tactics can enhance collaboration, interdisciplinary strategies, and campaign effectiveness; and use of social media as a communication platform is often preferable to use of mass media in terms of cost-effectiveness, more precise evaluations of campaign success, and increased sustainability.

Suggested Citation

  • Lister, C. & Royne, M. & Payne, H.E. & Cannon, B. & Hanson, C. & Barnes, M., 2015. "The laugh model: Reframing and rebranding public health through social media," American Journal of Public Health, American Public Health Association, vol. 105(11), pages 2245-2251.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2015.302669_0
    DOI: 10.2105/AJPH.2015.302669
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    Cited by:

    1. Marco Palomino & Tim Taylor & Ayse Göker & John Isaacs & Sara Warber, 2016. "The Online Dissemination of Nature–Health Concepts: Lessons from Sentiment Analysis of Social Media Relating to “Nature-Deficit Disorder”," IJERPH, MDPI, vol. 13(1), pages 1-23, January.
    2. Michelle Symons & Carmem Meira Cunha & Karolien Poels & Heidi Vandebosch & Nathalie Dens & Clara Alida Cutello, 2021. "Physical Activity during the First Lockdown of the COVID-19 Pandemic: Investigating the Reliance on Digital Technologies, Perceived Benefits, Barriers and the Impact of Affect," IJERPH, MDPI, vol. 18(11), pages 1-23, May.
    3. Afiq Izzudin A. Rahim & Mohd Ismail Ibrahim & Faizul Nizam A. Salim & Mohd Ariff Ikram Ariffin, 2019. "Health Information Engagement Factors in Malaysia: A Content Analysis of Facebook Use by the Ministry of Health in 2016 and 2017," IJERPH, MDPI, vol. 16(4), pages 1-11, February.

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