Using Sponsorship to Communicate to Teenagers: 'Be your Best'. A Case Study.

Patrick Shanahan

Health educators are increasingly looking toward the use of sporting and cultural events as a means of conveying health messages to the community.

Using Sponsorship to Communicate to Teenagers: 'Be Your Best' a Case Study

Patrick ShanahanElliott Shanahan Research, Australia

SPONSORSHIP IN HEALTH

There is a tendency to think of sponsorship in terms of large scale commercial support for major sporting or cultural events. Australia is no different to other countries in which there is strong commercial sponsorship of major sporting and cultural events (although it seems predominantly sporting activities) and which are often, in turn, supported by national advertising campaigns as well as widespread coverage of the sponsored event; for example, we have the Fosters Formula 1 Australian Motor Racing Grand...

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