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dc.contributor.authorDietrich, Timo
dc.contributor.authorRundle-Thiele, Sharyn
dc.contributor.authorSchuster, Lisa
dc.contributor.authorConnor, Jason
dc.date.accessioned2018-02-25T23:12:03Z
dc.date.available2018-02-25T23:12:03Z
dc.date.issued2016
dc.identifier.issn2042-6763
dc.identifier.doi10.1108/JSOCM-01-2015-0004
dc.identifier.urihttp://hdl.handle.net/10072/173378
dc.description.abstractPurpose – 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 has centered on value co-creation, with content co-design receiving limited research attention. This study aims to understand how a target audience would design an intervention and continues by contrasting an audience-designed program with the earlier implemented expert-designed program. Design/methodology/approach – Six co-design sessions were conducted with 58 Year 10 adolescents, aged between 14-16 years old, who had participated in Game On: Know Alcohol, a program developed by experts to address binge drinking. The data were content analyzed. Findings – Analysis revealed that a co-designed program would differ substantially from the expert-driven Game On: Know Alcohol program recently trialed. The results indicate that adolescents prefer interactive activities that engage and challenge. Three alternative program solutions, catering to identified segments in the target audience, are suggested for future implementation and evaluation. Research limitations/implications – This sample is limited to adolescents from Catholic schools in one state of Australia, and future research is recommended to extend findings beyond this group. This study is limited to establishment of audience (adolescent) preferences, and future experimental field research is needed to develop, implement and evaluate a co-designed program. Originality/value – This study details a co-design process highlighting differences between expert-designed and audience-designed programs. Future research investigating whether a co-designed program will deliver superior outcomes to an expert-designed program is recommended.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Group
dc.relation.ispartofpagefrom41
dc.relation.ispartofpageto61
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Social Marketing
dc.relation.ispartofvolume6
dc.subject.fieldofresearchSociology
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode4410
dc.subject.fieldofresearchcode3506
dc.titleCo-designing social marketing programs
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionAccepted Manuscript (AM)
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© 2016 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorRundle-Thiele, Sharyn
gro.griffith.authorDietrich, Timo H.


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