@article{2019:liberatore:the_releva,
title = {The Relevance of Citizen Co-Creation for the Effectiveness of Public Health Campaigns: Results from the Evaluation of a HIV Prevention Campaign in Switzerland},
year = {2019},
note = {While decreasing public health budgets force campaign managers to
spend money more wisely, many public health campaigns still use
traditional communication channels and neglect the great potential of
citizen co-creation, the active involvement of the target group. This
article provides an overview of the issue of citizen co-creation in
the context of public health campaigns and presents a case study of an
HIV campaign in Switzerland as an example of applied citizen
co-creation. The incremental effect of word of mouth on campaign
effectiveness and efficiency is examined, showing how citizen
co-creation can be quantified in the context of evaluating a campaign.
Finally, the article suggests practical implications for the design
and evaluation of future public health campaigns involving citizen
co-creation.},
journal = {ZögU Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen},
pages = {34--46},
author = {Liberatore, Florian and Schmelzer, Sarah and Angerer, Alfred},
volume = {42},
number = {1-2}
}