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Targeting Children and Their Mothers, Building Allies and Marginalising Opposition: An Analysis of Two Coca-Cola Public Relations Requests for Proposals.

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  • المؤلفون: Wood B;Wood B; Ruskin G; Ruskin G; Sacks G; Sacks G
  • المصدر:
    International journal of environmental research and public health [Int J Environ Res Public Health] 2019 Dec 18; Vol. 17 (1). Date of Electronic Publication: 2019 Dec 18.
  • نوع النشر :
    Journal Article; Research Support, Non-U.S. Gov't
  • اللغة:
    English
  • معلومة اضافية
    • المصدر:
      Publisher: MDPI Country of Publication: Switzerland NLM ID: 101238455 Publication Model: Electronic Cited Medium: Internet ISSN: 1660-4601 (Electronic) Linking ISSN: 16604601 NLM ISO Abbreviation: Int J Environ Res Public Health Subsets: MEDLINE
    • بيانات النشر:
      Original Publication: Basel : MDPI, c2004-
    • الموضوع:
      Politics* ; Psychology, Adolescent* ; Public Health* ; Public Relations*; Food Industry/*ethics ; Marketing/*ethics ; Mothers/*psychology; Adolescent ; Child ; Female ; Humans ; United States
    • نبذة مختصرة :
      The study provides direct evidence of the goals of food-industry-driven public relations (PR) campaigns. Two PR requests for proposals created for The Coca-Cola Company (Coke) were analysed. One campaign related to the 2016 Rio Olympic Games, the other related to the 2013-2014 Movement is Happiness campaign. Supplementary data were obtained from a search of business literature. The study found that Coke specifically targeted teenagers and their mothers as part of the two PR campaigns. Furthermore, Coke was explicit in its intentions to build allies, particularly with key media organisations, and to marginalise opposition. This study highlights how PR campaigns by large food companies can be used as vehicles for marketing to children, and for corporate political activity. Given the potential threats posed to populations' health, the use of PR agencies by food companies warrants heightened scrutiny from the public-health community, and governments should explore policy action in this area.
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    • Grant Information:
      Canada CIHR
    • Contributed Indexing:
      Keywords: The Coca-Cola Company; childhood obesity; corporate political activity; food industry; marketing to children; public relations campaigns
    • الموضوع:
      Date Created: 20191222 Date Completed: 20200429 Latest Revision: 20200429
    • الموضوع:
      20240829
    • الرقم المعرف:
      PMC6981900
    • الرقم المعرف:
      10.3390/ijerph17010012
    • الرقم المعرف:
      31861344