Building a health communication brand for University of Texas System tobacco control

Michael Mackert, Kathleen Case, Allison Lazard, Jeeyun Oh, Jessica Hughes Wagner, Ernest Hawk, Jennifer Cofer, Alex Hurst, Nagla Elerian, David Lakey

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

Objective: Despite declining cigarette smoking rates in the US, there is a continued need for tobacco prevention education campaigns to reach young adults. Recognizing the need for improved tobacco control messaging, the University of Texas (UT) System engaged The University of Texas at Austin Center for Health Communication to develop a brand and message that would strengthen tobacco control efforts at its 14 institutions. Methods: This article describes the iterative process involved in creating a brand for tobacco control, including an environmental scan, identifying potential message themes, and creating and refining logos. Results: This article highlights the process of developing a system-wide tobacco control brand. Specifically, the process included coordinating an interdisciplinary team with content and design experts, and presenting ideas to stakeholders for serial feedback and refinement, among others. Conclusions: Ultimately, this project offers a model for other systems of higher education interested in pursuing similar initiatives.

Original languageEnglish (US)
Pages (from-to)291-298
Number of pages8
JournalJournal of American College Health
Volume67
Issue number4
DOIs
StatePublished - May 19 2019
Externally publishedYes

Keywords

  • Health communication
  • health education
  • tobacco

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health

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