|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|
|Published in:||Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen|
|Publisher / Ed. Institution:||Nomos|
|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.|
|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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