Targeting Children and Their Mothers, Building Allies and Marginalising Opposition: An Analysis of Two Coca-Cola Public Relations Requests for Proposals.
Int J Environ Res Public Health
; 17(1)2019 12 18.
Article
en En
| MEDLINE
| ID: mdl-31861344
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.
Palabras clave
Texto completo:
1
Colección:
01-internacional
Base de datos:
MEDLINE
Asunto principal:
Política
/
Relaciones Públicas
/
Industria de Alimentos
/
Salud Pública
/
Psicología del Adolescente
/
Mercadotecnía
/
Madres
Aspecto:
Determinantes_sociais_saude
Límite:
Adolescent
/
Child
/
Female
/
Humans
País/Región como asunto:
America do norte
Idioma:
En
Revista:
Int J Environ Res Public Health
Año:
2019
Tipo del documento:
Article
País de afiliación:
Australia
Pais de publicación:
Suiza