USING SPONSORSHIP TO PROMOTE HEALTH MESSAGES TO CHILDREN

A survey of children aged 8 to 14 years attending a three-day football clinic was undertaken to examine the relative impact of different spo nsorship strategies used to promote health messages. It was found that promotional clothing worn by role models was an effective method for promoting a specific health message (i.e., ''Smoking? No Way!''). Pers onal endorsement of the health message by an external role model and, to a lesser extent personal endorsement by clinic leaders and promotio nal clothing worn by clinic leaders and external role models were also effective in promoting a general health message (i.e., ''Don't smoke' '). The implications for health sponsorship and the promotion of comme rcial products to children are discussed.