Imperial College London
Alternate

Professor the Lord Darzi of Denham PC KBE FRS FMedSci HonFREng

Faculty of Medicine, Department of Surgery & Cancer

Co-Director of the IGHI, Professor of Surgery
 
 
 
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Contact

 

+44 (0)20 3312 1310a.darzi

 
 
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Location

 

Queen Elizabeth the Queen Mother Wing (QEQM)St Mary's Campus

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Summary

 

Publications

Citation

BibTex format

@article{Miraldo:2019,
author = {Miraldo, M and Goiana-da-Silva, F and Cruz-e-Silva, D and Morais, Nunes A and Carriço, M and Costa, F and Darzi, A and Araujo, F},
journal = {Public Health Panorama},
pages = {314--323},
title = {Disrupting the landscape: how the Portuguese National Health Service built an omnichannel communication platfor},
url = {https://apps.who.int/iris/handle/10665/327063},
volume = {5},
year = {2019}
}
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RIS format (EndNote, RefMan)

TY  - JOUR
AB  - Noncommunicable diseases (NCDs) are the leading causes of death, disease and  disability  in  the  WHO  European  Region  and  are  largely  preventable.  The private sector has long been using marketing to influence and change people’s  lifestyles.  In  some  cases,  particularly  the  food  sector,  health-compromising content is prioritized over health-promoting content. However, this case study aims to illustrate how governments working on tight budgets can partner with private media companies to their own advantage in order to increase the impact of health messages and thus improve the health literacy of the population. The omnichannel communication platform and associated campaigns  initiated  by  the  Portuguese  government  and  described  in  this  case study serve as a practical example of a national health literacy initiative successfully  reaching  a  wide  audience.  Indeed,  the  Portuguese  National Health Service entered high on the list of the most impactful communication campaigns in Portugal.This   might   have   implications   for   other   countries   as   although   further   progress is required to analyse any impact of the campaigns, this example showcases the potential advantages of partnering with the media in that by using the same communication channels as multinational food and tobacco companies, governments may be able to level the playing field in terms of influence through marketing and communication, which might help to reverse unhealthy lifestyles among their populations.
AU  - Miraldo,M
AU  - Goiana-da-Silva,F
AU  - Cruz-e-Silva,D
AU  - Morais,Nunes A
AU  - Carriço,M
AU  - Costa,F
AU  - Darzi,A
AU  - Araujo,F
EP  - 323
PY  - 2019///
SN  - 2412-544X
SP  - 314
TI  - Disrupting the landscape: how the Portuguese National Health Service built an omnichannel communication platfor
T2  - Public Health Panorama
UR  - https://apps.who.int/iris/handle/10665/327063
UR  - http://hdl.handle.net/10044/1/73330
VL  - 5
ER  -
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