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Health Education & Behavior
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Using Sponsorship to Promote Health Messages to Children

Billie Corti, BAppSc, MAppSc

Health Promotion Development and Evaluation Program, Department of Public Health and the Graduate School of Management, the University of Western Australia, Nedlands

Robert J. Donovan, BPsych, PhD

Health Promotion Development and Evaluation Program, Department of Public Health and the Graduate School of Management, the University of Western Australia, Nedlands

C. D'Arcy J. Holman, MBBS, MPH, PhD

Health Promotion Development and Evaluation Program, Department of Public Health and the Graduate School of Management, the University of Western Australia, Nedlands

Ned Coten, BEd

Stephen J. Jones, BPE, G Dip H Prom

A survey of children aged 8 to 14 years attending a three-day football clinic was undertaken to examine the relative impact of different sponsorship strategies used to promote health messages. It was found that promotional clothing worn by role models was an effective method for promoting a specific health message (i.e., "Smoking? No Way!"). Personal endorsement of the health message by an external role model and, to a lesser extent, personal endorsement by clinic leaders and promotional clothing worn by clinic leaders and external role models were also effective in promoting a general health message (i.e., "Don't smoke"). The implications for health sponsorship and the promotion of commercial products to children are discussed.

Health Education & Behavior, Vol. 24, No. 3, 276-286 (1997)
DOI: 10.1177/109019819702400302
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