The politics of 'branding' in policy transfer: the case of DOTS for tuberculosis control.
This paper demonstrates how, after a long period of neglect, resources were mobilised to put tuberculosis back on international and national public policy agendas, and then how the policy was 'branded' and marketed as DOTS, and transferred to low and middle income countries. It focuses specifically on international agenda setting and policy formulation, and the role played by international organisations in those processes. It shows that policy communities, and particular individuals within them, may take political rather than technical positions in these processes, which can result in considerable contestation. The paper ends by suggesting that while it is possible to raise the profile of a policy dramatically through branding and marketing, success also depends on external events providing windows of opportunity for action.
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Ogden, J.; Walt, G.; Lush, L. The politics of ‘branding’ in policy transfer: the case of DOTS for tuberculosis control. Social Science and Medicine (2003) 57 (1) 179-188. [DOI: 10.1016/S0277-9536(02)00373-8]