Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: The relevance of citizen co-creation for the effectiveness of public health campaigns : results from the evaluation of a HIV prevention campaign in Switzerland
Authors: Liberatore, Florian
Schmelzer, Sarah
Angerer, Alfred
et. al: No
DOI: 10.5771/0344-9777-2019-1-2-34
Published in: Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen
Volume(Issue): 42
Issue: 1-2
Pages: 34
Pages to: 46
Issue Date: 2019
Publisher / Ed. Institution: Nomos
ISSN: 0344-9777
Language: English
Subjects: Economic evaluation; Public management; Citizen co-creation; Public health budget
Subject (DDC): 362: Health and social services
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.
URI: https://digitalcollection.zhaw.ch/handle/11475/17872
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Winterthur Institute of Health Economics (WIG)
Appears in collections:Publikationen School of Management and Law

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