Original scientific paper
https://doi.org/10.46917/st.13.1.3
Marketing communication of prevention measures during the pandemic in Croatia
Martina Topić
orcid.org/0000-0002-5894-2979
; Leeds Becket University, Leeds, UK
Marija Geiger Zeman
orcid.org/0000-0002-1192-4722
; Institute of Social Sciences Ivo Pilar, Zagreb, Croatia
Mirela Holy
orcid.org/0000-0003-1294-1978
; sv
Abstract
The COVID-19 pandemic has opened up a debate on official health
communication and thus set a new norm in the healthcare marketing. In
the focus of the analysis of this paper is marketing communication of the
Croatian COVID-19 vaccine campaign Misli na druge – cijepi se! (Think
of others – get vaccinated!) with the main research questions: how the
public institutions in Croatia communicated the COVID-19 challenges
and educated the public about vaccination as one of the prevention
strategies; whether campaigns as official health communication have
adopted the principles of creativity and how they used visual elements
in the campaign. Findings show that the campaign adopted the
principles of creativity as it used the antithesis in a campaign message,
logo and testimonials, however, the campaign failed to reach the target
vaccination numbers.
Keywords
COVID-19; crisis communication; vaccine marketing tools; media; creative industries
Hrčak ID:
288553
URI
Publication date:
27.12.2022.
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