‘Setting the guinea pigs free’: Towards a new model of community-led social marketing

Summary 

Objectives

To offer the opportunity to discuss the positive contribution of co-production approaches in the field of social marketing.

Study design

Recognizing the ever-evolving theoretical base for social marketing, this article offers a brief commentary on the positive contribution of co-production approaches in this field. The authors outline their own move towards conceptualizing a community-led social marketing approach and describe some key features. This developing framework has been influenced by, and tested through, the Early Presentation of Cancer Symptoms Programme, a community-led social marketing approach to tackle health inequalities across priority neighbourhoods in North East Lincolnshire, UK.

Methods

A blend of social marketing, community involvement and rapid improvement science methodologies are drawn upon. The approach involves not just a strong focus on involving communities in insight and consultation, but also adopts methods where they are in charge of the process of generating solutions.

Results

A series of monthly and pre/post measures have demonstrated improvements in awareness of symptoms, reported willingness to act and increases in presentation measured through service referrals. Key features of the approach involve shared ownership and a shift away from service-instigated change by enabling communities ‘to do’ through developing skills and confidence and the conditions to ‘try out’.

Conclusions

The approach highlights the contribution that co-production approaches have to offer social marketing activity. In order to maximize potential, it is important to consider ways of engaging communities effectively. Successful approaches include translating social marketing methodology into easy-to-use frameworks, involving communities in gathering and interpreting local data, and supporting communities to act as change agents by planning and carrying out activity. The range of impacts across organisational, health and social capital measures demonstrates that multiple and longer-lasting improvements can be achieved with successful approaches.

Keywords: Community-led, Social marketing, Early presentation, Cancer, Co-production, Engagement