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It Takes a Village: Co-creation and Co-design for Social Media Health Promotion

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Broadening Cultural Horizons in Social Marketing

Abstract

Health promotion campaigns using Social Media have emerged as a potential way to change behaviour in a large, diverse group of people. However, successfully connecting with and engaging the target audience is still a key challenge faced by health professionals and social marketers. This chapter examines the use of co-creation and co-design processes as ways to engage young people in Social Media interventions. This method involves a ‘Wicked Problems’ studio (five-day workshop), where young adults (university students) across multidisciplinary areas and a variety of stakeholders (e.g. health organisations, government bodies, academics, etc.) collaborate to problem-solve. Using this method, we were able to understand what works and what does not work when it comes to co-creation with young adults. Towards a broader outlook, the results from this study will translate into practice through the development of a how-to guide on co-creation and co-design as a procedure for key stakeholders such as government bodies and health organisations.

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Acknowledgements

This research was funded by National Health and Medical Research Council ‘Communicating Health: optimising engagement and retention using Social Media’ (GNT1115496).

The authors would like to acknowledge the support of Ms. Kerin Elsum, the course coordinator of the Wicked Problems Studio, without whom this research could not have taken place.

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Authors and Affiliations

  1. School of Media & Communication, RMIT University, Melbourne, Australia

    Brennan Linda & Shinyi Chin

  2. Department of Nutrition, Dietetics & Food, Monash University, Notting Hill, Australia

    Annika Molenaar, Anouk Sherman, Helen Truby & Tracy McCaffrey

  3. Finance & Marketing, RMIT University School of Economics, Melbourne, Australia

    Mike Reid

  4. School of Human Movement and Nutrition Sciences, The University of Queensland, Brisbane, Australia

    Helen Truby

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Correspondence to Brennan Linda .

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  1. James Cook University Australia, Douglas, Townsville, QLD, Australia

    Rachel Hay

  2. James Cook University Australia, Douglas, Townsville, QLD, Australia

    Lynne Eagle

  3. James Cook University, Singapore, Singapore

    Abhishek Bhati

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Linda, B. et al. (2021). It Takes a Village: Co-creation and Co-design for Social Media Health Promotion. In: Hay, R., Eagle, L., Bhati, A. (eds) Broadening Cultural Horizons in Social Marketing. Springer, Singapore. https://doi.org/10.1007/978-981-15-8517-3_4

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