Creating Demand for Health
Principal Investigator: Professor Franco Sassi
Funder: EIT Health
Duration: January 2020 – October 2020
Launched in 2013, Drink Up was an innovative national social marketing campaign led by the then First Lady, Michelle Obama, to encourage the US population to prioritise water in their beverage choices. Leveraging real world data, the Drink Up campaign used commercial marketing practices to drive demand for healthier choices. Drink Up demonstrated the benefits of a structured multi-stakeholder social marketing strategy, involving over 60 Corporations, NGOs, municipalities, federal administrative agencies, retailers and cultural influencers, to enact behaviour change.
Building on the Drink Up experience, we will develop training for public and private sector actors, providing them with tools to effectively influence consumer behaviour and improve population health. We aim to eventually scale this training programme to change communication strategies in order to drive citizens towards healthier choices.