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Creative industries and health challenges: how to creatively communicate prevention measures in a pandemic context? Pandemic context?

The COVID 19 pandemic has affected the sphere of culture and cultural industries (UNESCO/ Culture & COVID-19: Impact and Response, 2020). Volkan Bozkir highlighted the “essential role” of cultural and creative industries during the pandemic and in the post-recovery period (UN News, 2021). The importance of culture and cultural industries was recently discussed by Audrey Azoulay (2021) who pointed out that in addition to the crisis caused by the coronavirus, a “cultural diversity crisis” was taking place in parallel. Recent crises have opened up another aspect of the debate that addresses important issues of culture, creativity, and official health communication. Health communication is a “a tool to influence individuals’ health behaviors, eliminate health disparities, and achieve public health safety” (Weberling McKeever & Choi, 2020). It has long been thought that the health sector suffers from a chronic lack of creativity, but in the current pandemic context, creativity is becoming a significant strategy when it comes to sensitizing the public, health communication and promoting ways to prevent the spread of coronavirus (Hudson 2020). Moreover, Hudson (2020) points out that COVID-19 set a new norm in the so-called healthcare marketing which addresses new audiences ; adapts to the political and social context ; adequately responds ; includes consumer´s emotional journey. In the focus of the analysis are the Croatian campaign Misli na druge – cijepi se! (Think of others – get vaccinated!) and the British campaign Let´s Not Go Back, with the main research questions: how the competent institutions in Croatia and the UK communicated the COVID-19 challenges and educated the public about vaccination as one of the prevention strategies ; whether campaigns as official health communication have adopted the principles of creativity and how creative industries can improve health communication in the future.

COVID-19 ; creative industries ; health communication ; healthcare marketing ; Think of others – get vaccinated! campaign ; Let´s Not Go Back campaign

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