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Social Media and Men’s Health: A Content Analysis of Twitter Conversations During the 2013 Movember Campaigns in the United States, Canada, and the United Kingdom

Introduction Health communication campaigns have been one of the primary vehicles for educating and persuading targeted audiences to adopt specific health behaviors and practices ( Rogers & Storey, 1987 ). Campaigns such as Breast Cancer Awareness Month in the United States ( Jacobsen & Jacobsen, 2011 ), ParticipACTION in Canada ( Craig, Bauman, & Reger-Nash, 2010 ) and Change4Life in the United Kingdom ( Piggin, 2012 ) have been successful in raising awareness and funding for important health issues. Inspired by such campaigns, four Australian friends turned the idea of a moustache-growing contest into a global Movember campaign to raise awareness and encourage...

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