Celebrity endorsed music videos: innovation to foster youth health promotion

Andrew John Macnab · Ronald Mukisa

30 citations0/0 files storedHealth Promotion International

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Media Influence and Health School Health and Nursing Education Social Media in Health Education

Abstract

There are calls for innovation in health promotion and for current issues to be presented in new and exciting ways; in addition to creating engaging messages, novel ways to deliver health messaging are needed, especially where youth are the key target audience. When pupils in WHO Health Promoting Schools were asked what health messages would resonate with them, they also identified celebrities as the 'messengers' they would be particularly likely to listen to. Expanding on these discussions, the pupils quoted celebrity-recorded music videos containing health and lifestyle messaging as an example of where they had learned from celebrities. Their ability to sing phrases from the songs and repeat key health messages they contained indicated the videos had commanded attention and provided knowledge and perspectives that had been retained. We located on YouTube the video titles the pupils identified and evaluated the content, messaging and production concepts these celebrity-recorded music videos incorporated. All are good examples of the health promotion genre known as education entertainment, where educational content is intentionally included in professionally produced entertainment media to impart knowledge, create favorable attitudes and impact future behaviors. The importance of this genre is growing in parallel with the burgeoning influence of social media. Music videos resonate with youth, and celebrity recordings combine young people's love of music with their fascination for the aura of celebrity. Hence, producing videos that combine an effective health message with celebrity endorsement offers potential as an innovative conduit for health promotion messaging among youth.

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2004Health Promotion by Social Cognitive Means 2010Closing the gap in a generation: health equity through action on the social determinants of health. Final report of the Commission on Social Determinants of Health 1999Celebrity Endorsement: A Literature Review 2005THEORY AT A GLANCE: A GUIDE FOR HEALTH PROMOTION PRACTICE 2009Social Media Use in the United States: Implications for Health Communication 2007Identifying Opinion Leaders to Promote Behavior Change 2007Grand challenges in chronic non-communicable diseases 2005The Primacy of Self‐Regulation in Health Promotion

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