Image Gently(SM): a national education and communication campaign in radiology using the science of social marketing.

Journal Article (Journal Article)

Communication campaigns are an accepted method for altering societal attitudes, increasing knowledge, and achieving social and behavioral change particularly within public health and the social sciences. The Image Gently(SM) campaign is a national education and awareness campaign in radiology designed to promote the need for and opportunities to decrease radiation to children when CT scans are indicated. In this article, the relatively new science of social marketing is reviewed and the theoretical basis for an effective communication campaign in radiology is discussed. Communication strategies are considered and the type of outcomes that should be measured are reviewed. This methodology has demonstrated that simple, straightforward safety messages on radiation protection targeted to medical professionals throughout the radiology community, utilizing multiple media, can affect awareness potentially leading to change in practice.

Full Text

Duke Authors

Cited Authors

  • Goske, MJ; Applegate, KE; Boylan, J; Butler, PF; Callahan, MJ; Coley, BD; Farley, S; Frush, DP; Hernanz-Schulman, M; Jaramillo, D; Johnson, ND; Kaste, SC; Morrison, G; Strauss, KJ; Alliance for Radiation Safety in Pediatric Imaging,

Published Date

  • December 2008

Published In

Volume / Issue

  • 5 / 12

Start / End Page

  • 1200 - 1205

PubMed ID

  • 19027684

Electronic International Standard Serial Number (EISSN)

  • 1558-349X

Digital Object Identifier (DOI)

  • 10.1016/j.jacr.2008.06.007


  • eng

Conference Location

  • United States