| 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 |
| Page(s): | 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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