Celebrity health narratives can greatly enhance public awareness. Around the 20th anniversary of Kylie Minogue's breast cancer surgery, an RMIT expert compares the media focus on Joe Biden's prostate cancer diagnosis to the 'Kylie Effect' of 2005, which notably boosted breast cancer awareness and screenings.
Associate Professor Kevin Argus, School of Management
"When high-profile individuals openly share their health battles, it can significantly influence public behaviour, often prompting people to prioritise their well-being and seek early detection.
"It's essential to recognise the power of celebrity branding in public health campaigns, using moments like these to make lasting impacts on health awareness and behaviour.
"When a figure like Joe Biden shares his health journey, it not only becomes global news but also prompts discussions across diverse media platforms, including social media, traditional news outlets and public forums.
"This amplification effect makes their stories resonate more deeply with the public compared to similar experiences shared by less prominent individuals.
"The 'Kylie Effect' demonstrated that celebrity health stories can drive significant public engagement. Similarly, Biden's experience can prompt men to get checked, increase early detection rates, and ultimately improve long-term health outcomes."
Associate Professor Kevin Argus is a strategist in marketing, personal branding and design thinking, with a track record for driving sustainable innovation in partnership with Industry. As the director of the MBA Program at RMIT's Department of Business Administration, he is committed to co-designing research projects with industry that incorporate student learning through industry partner projects, blending academic rigor with real-world impact.
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