Game On: Know Alcohol - Co-creating a tailored alcohol social marketing program

Dietrich, Timo, Rundle-Thiele, Sharyn, Schuster, Lisa, & Connor, Jason (2014) Game On: Know Alcohol - Co-creating a tailored alcohol social marketing program. In 2014 Australian and New Zealand Marketing Academy Conference, 1-3 December 2014, Brisbane, Australia.

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Research demonstrates that education programs are more effective when their target audiences and other key stakeholder groups are involved in the design. The majority of programs continue to be researcher and expert driven. This study extends upon previous research by employing a co-creation research design to offer a consumer driven alternative to education program design. Two co-creation groups involving twenty 14-16 year old Year 10 students who had previously participated in the Game On:Know Alcohol (GOKA) program, which aims to moderate alcohol drinking attitudes and behaviour, were conducted. Analysis revealed that a co-created GOKA program will differ substantially from the researcher and expert driven program that is currently being field tested. Students prefer interactive activities and activities that engage and challenge. Co-creation offers the potential to contest researcher and expert views and may offer to assist in the generation of new insights for the development of education programs.

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ID Code: 82091
Item Type: Conference Item (Presentation)
Refereed: Yes
Additional URLs:
Keywords: Social Marketing, Alcohol Consumption, Adolescents, Co-creation
ISBN: 1447 - 3275
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 02 Mar 2015 01:39
Last Modified: 02 Mar 2015 01:39

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