The Laugh Model: Reframing and Rebranding Public Health Through Social Media
Cameron Lister1, Marla Royne1, Hannah E Payne1
1Cameron Lister, Hannah E. Payne, Ben Cannon, Carl Hanson, and Michael Barnes are with the Department of Health Science, Brigham Young University, Provo, UT. Marla Royne is with the Department of Marketing and Supply Chain Management, College of Business and Economics, University of Memphis, Memphis, TN.
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.
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