An article to be published in the American Journal of Public Health reports:
We used previously secret tobacco industry documents to examine the history and internal motivations for tobacco company rodeo sponsorship. Rodeos allow tobacco companies to reach rural audiences and young people, enhance brand image, conduct market research, and generate positive press. Relationships with athletes and fans were used to fight proposed restrictions on tobacco sports sponsorship. Rodeo sponsorship was intended to enhance tobacco sales, not the sport.
[GASP] They had to go to 'once secret documents' to discover this? Maybe a (good) marketing course should be required for all public health people - it could save years of people's lives, including those of the academics.
It's been 3 years since I talked about looking for rodeos - still haven't heard that the ice hockey angle for flu shots has been played yet (more evidence is needed?).
Spend more time looking for the opportunities rather than creating the perfect message.
Source: Ling, PM, Haber, LA & Wedl, S.. Branding the rodeo: A case study of tobacco sports sponsorship. American Journal of Public Health, 2010;100:32-41.
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