Thesis Title: Striking a balance: Investigating the effectiveness of health marketing interventions in cancer prevention among young people
Abstract: Marketing has traditionally been used to drive financial performance, but recent efforts have increasingly focused on its potential for health interventions, such as promoting healthy eating, HIV prevention, and cancer awareness. Reports show a rising trend in cancer diagnoses among young people, contributing to approximately 16.7% of deaths. Although some studies have explored cancer prevention through marketing, they have often overlooked nuances related to gender, age, and ethnicity. Additionally, much of the existing research on marketing interventions for cancer prevention remains in its early stages, lacking both depth and breadth.
To address these gaps, this project, in collaboration with Cancer Research UK (CRUK), the world’s largest independent cancer research organization, will examine how selected marketing strategies, tools, and media can foster conversations around cancer prevention among young people. Using both quantitative and qualitative research methods, the study will specifically explore marketing mechanisms to a) assess the effectiveness of strategies such as celebrity endorsements and social media advertising on young people’s awareness, attitudes, and behavior changes regarding cancer prevention, and b) identify key interventions that enhance these effects among young people.
This research aims to create both societal and economic impacts. The insights gained will help CRUK and other cancer-related organizations more effectively engage young people by selecting impactful marketing strategies and designing persuasive campaigns to increase awareness of preventable cancer causes. Ultimately, this work will drive behavioral changes in young people, promoting healthier lifestyles and encouraging participation in cancer screening programs.
Primary Supervisor: Dr. Anna Dubiel
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