Parsons Katherine, Payne Simon, Codling Saoirce, Murphy Megan
Aberystwyth University, Aberystwyth, Wales, UK.
Independent Researcher.
Health Mark Q. 2024 Jan-Mar;41(1):33-49. doi: 10.1080/07359683.2023.2235501. Epub 2023 Jul 24.
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.
肥胖是英国与发病率和死亡率相关的最高代谢风险因素之一，英国三分之二的成年人被归类为超重或肥胖。通过让利益相关者和关键合作伙伴参与，全系统方法可以有效地应对这一公共卫生挑战。本文描述了一个基于行为改变COM-B模型采用全系统方法的社会营销肥胖预防运动的协同设计过程。通过机构开展社会营销活动往往受到快速周转和短时间尺度的阻碍；我们强调如何利用现有知识并与受益者进行协同设计，以支持社会营销行为改变活动的设计、交付和实施。
