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Communicating Difficult Health Messages

Project Description

Social media has changed marketing from the simple dissemination of information by organisations to the creation, sharing and exchange of ideas between various stakeholders. This can, as a result lead to certain stakeholder groups taking an unintended perspective of the original message; for example Cancer Research UK’s campaign linking obesity to cancer was perceived as fat shaming and received substantial negative publicity. This research aims to identify themes and discourse of debate around health messages on social media, determine how organisations can engage effectively and encourage healthy, civilised discourse.

For more information about the scholarship, eligibility criteria and application forms, please email:

How good is research at University of Birmingham in Business and Management Studies?

FTE Category A staff submitted: 53.10

Research output data provided by the Research Excellence Framework (REF)

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