Co-Creation With Marginalized Communities: Marketing Lessons From a Grassroots Health Campaign

IF 1.4 Q3 BUSINESS
Altug Ocak
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Abstract

This practice paper describes a health marketing campaign at the community level that shifted towards co-creation in an effort to reach an excluded urban population with little to no access to formal healthcare. The campaign's early attempts to employ traditional, top-down messages were unsuccessful at providing meaningful participation because of cultural incongruence, distrust, and linguistic barriers. The campaign subsequently shifted towards a participatory strategy by engaging members of the target population in message creation, imagery, and delivery strategy. Based on inclusive marketing and participatory communication principles, the co-creation process resulted in culturally appropriate metaphors, localized images, oral forms of messages like WhatsApp voice notes and street theatre at the grassroots level. Major lessons learned were: the need to transform the role of the marketer from an expert to a facilitator, valuing cultural translation more than linear messaging, and understanding informal media as effective outreach tools. The article concludes with practical implications for philanthropic organizations seeking to enhance message legitimacy and local trust in health interventions. The article highlights that co-creation is not only a moral imperative but also a strategic imperative when operating in underserved settings. By prioritizing local voices and pursuing a flexible, iterative design approach, marketers can develop more efficacious and inclusive campaigns. The findings provide a transferrable framework for other non-profits seeking to develop authentic engagement with vulnerable communities.

与边缘化群体共同创造:来自基层健康运动的营销经验
本实践文件描述了一项社区一级的卫生营销活动,该活动转向共同创造,以努力接触到很少或根本无法获得正规医疗保健的被排斥的城市人口。该运动早期尝试采用传统的、自上而下的信息,但由于文化不一致、不信任和语言障碍,未能提供有意义的参与。随后,该活动转向了一种参与式战略,让目标人群的成员参与信息创建、图像和传递策略。基于包容性营销和参与式传播原则,共同创作的过程产生了文化上合适的隐喻、本地化的图像、口头形式的信息(如WhatsApp语音笔记)和基层街头戏剧。主要的经验教训是:需要将营销人员的角色从专家转变为促进者,重视文化翻译而不是线性信息,以及将非正式媒体理解为有效的外展工具。文章总结了对寻求加强信息合法性和地方对卫生干预信任的慈善组织的实际影响。文章强调,在服务不足的环境中,共同创造不仅是道德上的必要条件,也是战略上的必要条件。通过优先考虑当地的声音,采用灵活、迭代的设计方法,营销人员可以开发出更有效、更包容的活动。研究结果为其他寻求与弱势社区建立真正接触的非营利组织提供了一个可转移的框架。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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CiteScore
2.20
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0.00%
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