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dc.contributor.authorSchmidtke, D
dc.contributor.authorRundle-Thiele, S
dc.contributor.authorKubacki, K
dc.contributor.authorBurns, GL
dc.date.accessioned2023-04-03T13:48:29Z
dc.date.available2023-04-03T13:48:29Z
dc.date.issued2021-01
dc.identifier.issn1470-7853
dc.identifier.issn2515-2173
dc.identifier.urihttps://pearl.plymouth.ac.uk/handle/10026.1/20658
dc.description.abstract

<jats:p> 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. seven-step co-design process model. A sequential, three-study mixed-method research design was applied to co-design a social marketing program with BoP citizens and experts, focusing on the problem of school dropout in a community in South Africa. Study 1 undertook the empathy-building step of the co-design process, which involved a 4-month ethnography in a community in South Africa. This study informed several subsequent co-design steps, including resourcing, planning, recruiting, and sensitizing. Study 2 engaged 38 participants (schoolchildren and parents) in a co-design session, challenging them to create a social marketing program for them and people like them. Study 3 delivered an evaluation session with seven key experts. This article contributes to understanding by offering a process to demonstrate how three studies used the (enhanced) co-design framework to provide a solution for a social issue, namely, prevention of school dropout. Finally, this article outlines how co-design can overcome challenges faced to work with BoP citizens through the addition of ethnography and involvement of experts at the fuzzy back-end of the co-design process to examine program implementation feasibility. </jats:p>

dc.format.extent86-105
dc.languageen
dc.publisherSAGE Publications
dc.subject11 Sustainable Cities and Communities
dc.titleCo-designing social marketing programs with “bottom of the pyramid” citizens
dc.typejournal-article
dc.typeJournal Article
plymouth.issue1
plymouth.volume63
plymouth.publication-statusPublished
plymouth.journalInternational Journal of Market Research
dc.identifier.doi10.1177/1470785320968029
plymouth.organisational-group|Plymouth
plymouth.organisational-group|Plymouth|Faculty of Arts, Humanities and Business
plymouth.organisational-group|Plymouth|REF 2021 Researchers by UoA
plymouth.organisational-group|Plymouth|Users by role
plymouth.organisational-group|Plymouth|Users by role|Academics
plymouth.organisational-group|Plymouth|REF 2021 Researchers by UoA|UoA17 Business and Management Studies
plymouth.organisational-group|Plymouth|Faculty of Arts, Humanities and Business|Plymouth Business School
dc.date.updated2023-04-03T13:48:20Z
dc.rights.embargodate10000-01-01
dc.identifier.eissn2515-2173
dc.rights.embargoperiodforever
rioxxterms.versionofrecord10.1177/1470785320968029


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