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Successful health campaigns during COVID-19 need to manage our altered ideas about the future

By Ela Veresiu, Associate Professor of Marketing, York University, Canada
Thomas Robinson, Lecturer in Marketing at Cass Business School, City, University of London

When a crisis like COVID-19 disrupts expectations for the future, it also disrupts how health messaging works. Advertising research shows three ways that health campaigns can succeed in a crisis.

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