Using sponsorship to communicate to teenagers

Date of publication: August 1, 2000

Abstract:

This paper examines an attempt to measure the relative impact of a number of sponsorship mediums for promoting a health message, Be Your Best, to Australian teenagers. In essence, the message was used in an attempt to convey to teenagers that if they became involved in holiday activities, like those in the holiday program, and give it their best, they will be better equipped to handle life, including using alcohol and drugs responsibly.

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