If someone told me years ago that someday I would help launch a social marketing campaign to raise awareness about adult radiation protection, I would have asked, “what’s a social marketing campaign?” Loosely stated, such a campaign addresses social problems using commercial marketing techniques. When change is needed on a large scale over a broad period of time, social marketing can effectively raise awareness and modify behavior.
In June 2009 RSNA and the American College of Radiology (ACR) established the Joint Task Force on Adult Radiation Protection, which recommended a social marketing campaign targeting adult medical imaging with ionizing radiation. Building upon the success of the Image Gently campaign for children, the Task Force named its new initiative “Image Wisely.” They also recognized the importance of widening the circle to include medical physicists and imaging technologists, as represented by the American Association of Physicists in Medicine (AAPM) and American Society of Radiologic Technologists (ASRT), respectively.
The Image Wisely campaign launched at RSNA 2010 and initially focused on CT. From 2011 to 2012 the second phase was completed, targeting nuclear medicine. Planning for the third phase is under way, targeting radiography and fluoroscopy. More than 17,000 individuals have pledged to adhere to the principles of Image Wisely:
I have a healthy respect for social marketing and its power to heighten awareness and inspire change. If you’ve not yet taken our pledge, I encourage you to adopt the principles of Image Wisely.
For more information on Image Wisely, go to imagewisely.org.
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