What is Cross-Media Promotion

The third goal of the United Nations Sustainable Development Agenda aims to ensure individual's wellbeing and a long and healthy life. As such, health is perceived as an essential part of sustainable development. While progress has been made over the past decades, far too little attention has been paid to misdiagnosed and rare diseases. In the context of promoting “health for all”, communication is of uttermost importance. By means of a content analysis for selected rare disease campaigns, the present contribution seeks to highlight the way the UN's health goal is communicated as part of health campaigns for rare diseases. Amongst others, this chapter sets out to understand how the goal is communicated, which aspects are stressed, and whether there are differences in message strategies across different platforms relative to rare diseases. Ultimately, the potential of social media for communicating rare diseases is carved out. Research limitations and directions for future research are also addressed.