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

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 cocreation 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.

Participant recruitment for paediatric research using social media: A practical ‘how‐to’ guide for researchers

“…For example, the advertising approach to engage older adolescents will differ from the approach used to engage parents/caregivers. Understanding the preferences of each audience will support the development of tailored content that resonates with each audience's specific psycho‐demographics, online behaviour, and beliefs 43 …”

“…Understanding the preferences of each audience will support the development of tailored content that resonates with each audience's specific psycho-demographics, online behaviour, and beliefs. 43 Co-design workshops are a useful strategy to build an understanding of each audience and support the development of tailored advertisements. Co-design involves actively engaging key stakeholders, including community members and representative members of the target audience, such as parents, and researchers, to decide on the advertising approach and design advertisements collectively.…”

Efficacy of technology-based personalised feedback on diet quality in young Australian adults: results for the advice, ideas and motivation for my eating (Aim4Me) randomised controlled trial

“…However, topics focusing on weight have been shown to have poor engagement with young adults and should be avoided or not used as the sole target (11) . The inclusion of co-design methodologies and use of social media is therefore likely to be useful strategies to consider in future studies to improve engagement of young adults in digital health trials (49) .…”

Communicating Health to Young Adults Using Social Media: How, Where, and When?

“…Social media engagement is conversational and iterative, not monologic and didactic, which can often be the approach of traditional health promotion campaigns. The use of co-design and co-creation in developing online health promotion campaigns for young adults could address this issue [ 46 ]. Co-design includes a range of stakeholders, including end users, in the design process.…”

“…Co-creation involves several individuals participating in collaborative creation and has been shown to improve engagement with social media content. This approach would allow young adults to participate and actively contribute to the communication developed in an intervention or campaign [ 46 ]. Furthermore, targeted recruitment of specific LEHS of interest in this process would allow bespoke interventions to be developed increasing reach and effectiveness to those with similar attitudes and beliefs.…”