Co-designing social marketing programs

Dietrich, Timo, Rundle-Thiele, Sharyn, Schuster, Lisa, & Connor, Jason (2016) Co-designing social marketing programs. Journal of Social Marketing, 6(1), pp. 41-61.

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Abstract

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.

Impact and interest:

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ID Code: 90591
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Social marketing, Co-Design, Alcohol, Adolescents, Audience research
DOI: 10.1108/JSOCM-01-2015-0004
ISSN: 2042-6763
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Funding:
Copyright Owner: Copyright 2015 Emerald Group Publishing Limited
Copyright Statement: This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://eprints.qut.edu.au/). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Deposited On: 23 Nov 2015 23:37
Last Modified: 16 Mar 2016 06:09

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