Building a Health Communication Brand for University of Texas System Tobacco Control

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 Cente...

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Bibliographic Details
Published in:Journal of American college health 2019-05, Vol.67 (4), p.291-298
Main Authors: Mackert, Michael, Case, Kathleen, Lazard, Allison, Oh, Jeeyun, Hughes Wagner, Jessica, Hawk, Ernest, Cofer, Jennifer, Hurst, Alex, Elerian, Nagla, Lakey, David
Format: Article
Language:English
Subjects:
Advertising
Campaigns
Cigarette Smoking - prevention & control
College Students
Colleges & universities
Communication
Experts
Feedback
Female
Health Communication - methods
Health education
Health information
Health Promotion
Higher education
Humans
Information Dissemination
Interdisciplinary aspects
Logos
Prevention
Public health
Smoking
Smoking - therapy
Smoking Prevention - organization & administration
Students - psychology
Tobacco
Tobacco Products - statistics & numerical data
Universities
Young Adult
Young Adults
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Summary: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.
ISSN:0744-8481
1940-3208
1940-3208
DOI:10.1080/07448481.2018.1469504