Naslov
Marketing communication of prevention measures during the pandemic in Croatia

Autori
Topić, Martina ; Geiger Zeman, Marija ; Holy, Mirela

Izvornik
Suvremene teme (1849-2428) 13 (2022), 1; 57-73

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
COVID-19, crisis communication, vaccine marketing tools, media, creative industries

Sažetak
The COVID-19 pandemic has opened up a debate on official health communication and thus set a new norm in the healthcare marketing. In the focus of the analysis of this paper is marketing communication of the Croatian COVID-19 vaccine campaign Misli na druge – cijepi se! (Think of others – get vaccinated!) with the main research questions: how the public institutions in Croatia 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 they used visual elements in the campaign. Findings show that the campaign adopted the principles of creativity as it used the antithesis in a campaign message, logo and testimonials, however, the campaign failed to reach the target vaccination numbers.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti, Sociologija

POVEZANOST RADA