Open AccessCo-designing social marketing programs
Author(s) -
Timo Dietrich,
Sharyn RundleThiele,
Lisa Schuster,
Jason P. Connor
Publication year - 2016
Publication title -
journal of social marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.599
H-Index - 24
eISSN - 2042-6771
pISSN - 2042-6763
DOI - 10.1108/jsocm-01-2015-0004
Subject(s) - target audience , social marketing , originality , program design language , sample (material) , value (mathematics) , medical education , process (computing) , public relations , audience response , psychology , computer science , marketing , medicine , social psychology , business , political science , creativity , operating system , chemistry , software engineering , machine learning , chromatography
Most alcohol education programs are designed by experts, with the target audience largely excluded from this process. Theoretically, application of co-creation which comprises co-design and co- production offers an opportunity to better orient programs to meet audience needs and wants and thereby enhance program outcomes. To date, research focus has centred on value co-creation with content co-design receiving limited research attention. The current study seeks to understand how young people would design an intervention and continues by contrasting an audience designed program with the earlier implemented expert designed program
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