This theoretical article aims to present and describe the role of the design thinking approach, and social marketing canvas model in designing and improving an action plan for a healthcare campaign addressed to target audiences exposed to a disease, such as COVID-19. The latest global events encouraged this author to produce and write this essay to introduce two agile instruments for co-creating and co-producing a healthcare campaign considering the citizen experience. The design approach and social marketing canvas are based on agile methodologies and lean principles to reach two primary results: (a) design, co-create and co-produce a ‘social product/service’; (b) social marketing canvas co-organises the strategies required to address the ‘social product/service’ to a target audience. Furthermore, both tools have the role of inducing a social change by policymaking in healthcare campaigns in a humanised way and considering the individuals as the primary agents of social change.
Citation: Edson Coutinho Da Silva and Silvio Augusto Minciotti (2022) Co-Creating Healthcare Campaigns through Design and Social Marketing Approaches, British Journal of Marketing Studies, Vol. 10, Issue 1, pp.1-12
Keywords: Design, Innovation, Social Marketing, social change, social marketing canvas.
