A reflection on the co-design approach to the development of the Medway Can campaign: A whole systems approach to obesity prevention using COM-B

Katherine Parsons*, Simon Payne, Saoirce Codling, Megan Murphy

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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Abstract

Obesity is one of the highest metabolic risk factors associated with morbidity and mortality in the UK, with two-thirds of adults in the UK classed as overweight or obese. Whole systems approaches can be effective in tackling this public health challenge through stakeholder and key partner engagement. This article describes the co-design process for a social marketing obesity prevention campaign taking a whole systems approach based on the COM-B model of behaviour change. Development of social marketing campaigns through Agencies is often hampered by rapid turnaround and short timescales; we highlight how drawing on existing knowledge and co-design with beneficiaries can support the design, delivery and implementation of a social marketing behaviour change campaign.
Original languageEnglish
Pages (from-to)33-49
Number of pages17
Journal Health Marketing Quarterly
Volume41
Issue number1
Early online date24 Jul 2023
DOIs
Publication statusPublished - 02 Jan 2024

Keywords

  • Behaviour change
  • campaign
  • COM-B
  • obesity
  • social marketing
  • systems approach
  • Social Marketing
  • Public Health
  • Humans
  • Risk Factors
  • Obesity/prevention & control
  • Overweight
  • Health Promotion
  • Systems Analysis
  • Adult

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