A reflection on the co-design approach to the development of the Medway Can campaign; a whole systems approach to obesity prevention using COM-B

Abstract

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.

Keywords:

• Behaviour change
• campaign
• COM-B
• obesity
• social marketing
• systems approach

Acknowledgements

The design, development and delivery of the campaign was commissioned and facilitated by Medway Council local authority. Hitch social marketing company were commissioned to carry out the work. The insight, strategy and planning, and creative and digital elements were codesigned with community stakeholders and the team at Hitch Marketing. We’d like to extend special thanks to the young people at the local primary school who supported the development of the campaign.

Disclosure statement

The authors declare no competing interests.

Authors’ contributions

The co-design process was led by the lead author (KP) who also drafted the manuscript. SP contributed to the behaviour change elements of the submission. SC led the strategy and planning of the campaign and supported with amendments.

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.