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Public Health BrandingApplying marketing for social change$
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W. Douglas Evans and Gerard Hastings

Print publication date: 2008

Print ISBN-13: 9780199237135

Published to Oxford Scholarship Online: September 2009

DOI: 10.1093/acprof:oso/9780199237135.001.0001

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Branding through cultural grounding: The keepin’ it REAL curriculum

Branding through cultural grounding: The keepin’ it REAL curriculum

(p.161) 9 Branding through cultural grounding: The keepin’ it REAL curriculum
Public Health Branding

Michael L. Hecht

Jeong Kyu Lee

Oxford University Press

Culture plays an important role in commercial as well as public health branding. A cultural grounding approach to branding appeals to the cultural/social elements of the target population and nurtures a relationship with audiences by calling up their own meanings, messages, and identities. The cultural grounding approach was used to develop the keepin' it REAL curriculum, an efficacious, multicultural, substance abuse middle school prevention program. The keepin' it REAL curriculum culturally grounded its branded health promotion messages through narratives and community-based participatory research. Cultural grounding to branding is a method for developing culturally grounded health brand and provides useful insights for health message design centered on social and cultural forces.

Keywords:   branding, culture, cultural grounding, keepin' it REAL curriculum, community-based participatory research

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