The Relevance of Citizen Co-Creation for the Effectiveness of Public Health Campaigns: Results from the Evaluation of a HIV Prevention Campaign in Switzerland

Florian Liberatore, Sarah Schmelzer and Alfred Angerer

ZögU - Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen, 2019, vol. 42, issue 1-2, 34-46

Abstract: While decreasing public health budgets force campaign managers to spend money more wisely, many public health campaigns still use traditional communication channels and neglect the great potential of citizen co-creation, the active involvement of the target group. This article provides an overview of the issue of citizen co-creation in the context of public health campaigns and presents a case study of an HIV campaign in Switzerland as an example of applied citizen co-creation. The incremental effect of word of mouth on campaign effectiveness and efficiency is examined, showing how citizen co-creation can be quantified in the context of evaluating a campaign. Finally, the article suggests practical implications for the design and evaluation of future public health campaigns involving citizen co-creation.

Date: 2019
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DOI: 10.5771/0344-9777-2019-1-2-34

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ZögU - Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen is currently edited by Prof. Dr. Frank Schulz-Nieswandt, Universität Köln (geschäftsführend), Prof. Dr. Thomas Lenk, Universität Leipzig, Prof. Dr. Holger Mühlenkamp, Deutsche Universität für Verwaltungswissenschaften Speyer, Prof. Dr. Johann Christian Pielow, Ruhr-Universität Bochum, Prof. Dr. Christina Schaefer, Helmut Schmidt Universität, Universität der Bundeswehr Hamburg, Prof. Dr. Ludwig Theuvsen, Georg-Augustin-Universität Göttingen and Prof. Dr. Dieter Kurt Tscheulin, Albert-Ludwigs-Universität Freiburg

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