Study of advertising health awareness campaigns for the Egyptian Ministry of Health through social media platforms.

Hegazi, Lamees Nagi Hamed; Abdellatif, Tamer; Ezzat Gamal El Din, Nesrin

doi:10.21608/mjaf.2023.250011.3280

Study of advertising health awareness campaigns for the Egyptian Ministry of Health through social media platforms.

Document Type : Original Article

Authors

¹ Department of Advertising, Faculty of Applied Arts, Helwan Univerity

² Advertising dept., Faculty of Applied Arts, Helwan Un., Giza, Egypt

³ Advertising Department - Faculty of Applied Arts, Helwan University- EGYPT

10.21608/mjaf.2023.250011.3280

Abstract

This research focuses on studying health awareness campaigns targeting the Egyptian audience and the characteristics that can be utilized when using social media platforms as an effective means of dissemination, due to their direct and efficient communication with the audience. The significant impact of health awareness campaigns published on social media platforms is emphasized, as they play a crucial role in spreading health information, enhancing awareness, and motivating behavioral changes. Moreover, social media platforms can be used to launch targeted awareness campaigns on specific health issues, utilizing hashtags and health challenges to attract audience attention, encourage participation, and foster interaction. The research problem is defined as monitoring and studying health awareness campaigns on the Egyptian Ministry of Health's Facebook page. The research aims to study the important forms of health awareness campaigns conducted by the Egyptian Ministry of Health on its social media pages, identify the topics they focus on, and observe the objectives pursued by the Ministry of Health through the use of social media platforms for audience engagement. Additionally, the research aims to identify the design elements and artistic components used in the Ministry of Health's social media pages for health awareness campaigns, along with studying and analyzing the persuasive techniques and strategies employed in government health awareness campaigns, which the Ministry of Health relies on to raise awareness about the dangers of diseases.

• Research problem:

Due to the importance of health awareness issues and the challenges they face, it has become necessary to choose an effective advertising medium for them and to monitor and study health awareness campaigns on the pages of the Egyptian Ministry of Health on social networking sites.

The research problem can be formulated in the following question:

What is the impact of the Egyptian Ministry of Health's use of social networking sites in health awareness?

• Research Objective:

- Monitoring the impact of the use of social networking sites in health awareness campaigns on the receiving public, and identifying the nature of the topics they focus on.

- Monitoring the objectives pursued by the Ministry of Health by using communication sites to communicate with the public.

- Studying the persuasive grooming used in government health awareness campaigns, on which the Ministry of Health relies to raise awareness of the dangers of diseases.

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