Title: Improving the communications strategies of health-focused social entrepreneurial organisations: guidance from the literature

Authors: Lauren Trabold; Paul N. Bloom; Lauren G. Block

Addresses: Zicklin School of Business, Baruch College, CUNY, One Bernard Baruch Way, New York, NY 10010, USA ' Center for the Advancement of Social Entrepreneurship, Fuqua School of Business, Duke University, 100 Fuqua Drive, P.O. Box 90120, Durham, NC 27708-0120, USA ' Zicklin School of Business, Baruch College, CUNY, One Bernard Baruch Way, New York, NY 10010, USA

Abstract: Communicating persuasively about the value of healthier behaviours has become a critical challenge for many health-focused social entrepreneurial organisations that are interested in scaling their impact. Based on the literature in consumer behaviour, social marketing, and health communications, we propose several communication strategies that can help to overcome this challenge. We also offer examples of organisations that appear to have implemented these strategies.

Keywords: health communications; social entrepreneurship; scaling; behaviour change; communications strategies; healthier behaviour; consumer behaviour; social marketing.

DOI: 10.1504/IJEV.2014.064689

International Journal of Entrepreneurial Venturing, 2014 Vol.6 No.3, pp.201 - 219

Available online: 04 Sep 2014

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