Social Marketing MPHO630 Week 3: Framing and reframing definitions and concepts to market public health

Read these answers only after you have reviewed course handout and tried to define these yourself- if not, return to Course Handout for Week 3

Public Health Promise Defined

1. Question: What is the public health promise?

Answer: The promise is the message that the public health action (behavior, program, policy, etc.) will provide the benefits defined in the frame.

FRAME: Main Elements

2. Question: What are the main elements of a frame?


Answer: Frame title, core position, metaphor, images, catch phrases, attribution of responsibility, implied solution, and core values


3. Question: What is the purpose of reframing?

Answer: Reframing is how to create or develop new frames appealing to the same core values as their opponents. Advocates then can confront the frames directly which augments their chances of success.

Frame: Definition

4. Question: What is a frame?

Answer: A frame is a way to position an issue to convey a specific meaning.

Core Values

5. How are marketers best able to determine the core values that resonate and are of most relevance to a specific target audience?

Answer: Formative research

Core values

6. What core values does health enable individuals to attain?

Answer: Control, freedom, independence, autonomy


7. How can branding help practitioners meet marketing goals?

Answer: Branding helps to build relationships with the audience and create an identity to unify all aspects of the campaign.

Development of Frames

8. List the six objectives that practitioners should meet when developing frames.

Answer: Present a unified core position, evoke desired visual images, employ recognizable catch phrases, suggest appropriate metaphors, attribute responsibility to society, and imply the program or policy as the solution