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    Critical success factors of public health sponsorship in Australia

    Access Status
    Fulltext not available
    Authors
    Sung, B.
    Phau, Ian
    Cheah, I.
    Teah, K.
    Date
    2020
    Type
    Journal Article
    
    Metadata
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    Citation
    Sung, B. and Phau, I. and Cheah, I. and Teah, K. 2020. Critical success factors of public health sponsorship in Australia. Health Promotion International. 35 (1): pp 42–49.
    Source Title
    Health Promotion International
    DOI
    10.1093/heapro/day107
    ISSN
    1460-2245
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/74517
    Collection
    • Curtin Research Publications
    Abstract

    Public health sponsorship is a unique phenomenon in Australia. The current research examines the critical success factors of Western Australian Health Promotion Foundation's (Healthway) sponsorship program, Australia's largest public health sponsorship program. Using stakeholder interviews and expert observational studies, two studies present five key success factors: (i) effective segmentation and targeting of health messages; (ii) collaboration between Healthway and partnering organization to leverage sponsored events; (iii) displacement of unhealth sponsorship; (iv) use of leveraging strategies to raise awareness of health messages; and (v) environmental changes that facilitate behavioural change. The current research provides insights into how and why sponsorship is an effective public health promotion tool.

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