This project explores how marketing analytics can improve the impact of public health campaigns in Ireland. Every year, governments and health organisations invest significant resources into awareness campaigns about smoking, alcohol, mental health, and vaccination, yet many struggle to meaningfully reach or motivate their audiences.
The study aims to identify which marketing elements, such as tone, visuals, slogans, and message framing, generate stronger engagement and awareness. Using publicly available data from Irish health campaigns, including social media performance metrics (likes, shares, sentiment), the project will analyse patterns between campaign content and audience response.
The key objective is to apply marketing analytics to a public health context, determining which communication styles are both effective and ethical in driving attention and behavioural intent. By integrating data analysis, marketing strategy, and health communication, the research seeks to demonstrate how evidence-based marketing can make prevention efforts measurable and more impactful.
This interdisciplinary study will provide insights that can support future Irish health campaigns in designing clearer, more persuasive, and cost-effective messaging.