Co-designing social marketing programs with “bottom of the pyramid” citizens

The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new "Empathy Building" step within the Trischler et al.

Introduction

Social marketing aims to develop health, environmental, or social change programs that can positively influence behavior change to benefit people and the planet (Luca & Suggs, 2013). As argued by French and Lefebvre (2012), all social marketing programs should include a co-design study to empower citizens through implementation of collaborative processes that allow people to design programs for themselves and people like them (Dietrich et al., 2017; Krippendorff, 2011; Sanders & Stappers, 2008; Steen et al., 2011). However, co-design frameworks have been developed and validated predominantly in Western contexts (Dietrich et al., 2017; Trischler et al., 2019) without due...

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