Short answer

Involve your target audience directly in the design process and focus on positive, relatable messaging to create more impactful and effective campaigns.

Field: User-Centred Design
Source: QUT ePrints (Queensland University of Technology) (2015)
Method: Mixed-methods research, including participatory design, cohort study, and social marketing campaign evaluation.
Evidence: Moderate effect

Designing social marketing campaigns with direct input from young people can lead to more effective messaging that encourages positive interactions and well-being. This user-centred design research insight is drawn from a 2015 study published in QUT ePrints (Queensland University of Technology). Using Mixed-methods research, including participatory design, cohort study, and social marketing campaign evaluation., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Involve your target audience directly in the design process and focus on positive, relatable messaging to create more impactful and effective campaigns.

Study

User-Centred DesignHigh ImpactModerate effect

Positive social messaging campaigns can foster pro-social behaviour in young people.

Designing social marketing campaigns with direct input from young people can lead to more effective messaging that encourages positive interactions and well-being.

QUT ePrints (Queensland University of Technology) · 2015

Key Findings

01Participatory design involving young people is crucial for developing relevant and effective social marketing campaigns.
02Positive messaging focused on peer appreciation can positively influence young people's attitudes towards themselves and others.
03Campaigns informed by behavioural theories can be more successful in driving attitudinal and behavioural change.

Application

Design takeaway

Involve your target audience directly in the design process and focus on positive, relatable messaging to create more impactful and effective campaigns.

How to apply

When designing any communication strategy for a specific demographic, especially young people, integrate their perspectives and ideas throughout the development process.

Project actions

01When researching user needs, use methods that allow for genuine collaboration and input, not just feedback.
02Consider how to frame your design's message to encourage positive social interactions or self-perception.

Method & Evidence

AimTo investigate the effectiveness of a participatory design approach in developing and evaluating a social marketing campaign aimed at promoting positive self-perception and peer appreciation among young people.

MethodMixed-methods research, including participatory design, cohort study, and social marketing campaign evaluation.

ProcedureYoung people and sector partners were involved in a participatory design process to develop campaign content. A cohort study was then conducted to evaluate the campaign's effectiveness in changing attitudes and behaviours, drawing on frameworks like the Model of Goal Directed Behaviour and Nudge Theory.

ContextOnline social environments and youth well-being.

Variables

IV["Participatory design process","Type of social messaging (positive, peer-focused)"]

DV["Campaign engagement","Attitude change","Behavioural change"]

CV["Ethical considerations for online research with minors","Theoretical frameworks (MGB, Nudge Theory)"]

Strengths & Limitations

Strengths

+Inclusion of a participatory design phase ensures user relevance.
+Evaluation methodology draws on established behavioural theories.

Limitations

It can be challenging to recruit and retain participants for co-design processes, and ensuring ethical research practices with minors requires careful planning.

Reliability & validity

The use of a cohort study and established behavioural theories lends credibility to the findings. However, the specific implementation of participatory design and the measurement of behavioural change could be areas for further reliability and validity checks in replication.

Think critically

How might the effectiveness of such campaigns vary across different cultural contexts or age groups within the broader youth demographic?

Design Principles

"Co-design with the end-user to ensure message resonance and behavioural impact."

This research highlights the power of co-creation in developing impactful campaigns. By involving the target audience in the design process, practitioners can ensure that messages resonate, are perceived as authentic, and ultimately drive desired attitudinal and behavioural shifts.

What This Means for Your Design

If you want to make a campaign that young people will actually listen to and that makes them feel good about themselves and each other, you should ask them to help you design it.

How to use in your project

1.Reference this study when justifying the use of user research methods like focus groups or co-design workshops to inform your design decisions.
2.Use the findings to support claims about the effectiveness of positive messaging in influencing user attitudes or behaviours.

Add to My Project

Quick Cite

Paragraph starter

The development of the 'Appreciate A Mate' campaign, as detailed by Spears et al. (2015), underscores the efficacy of participatory design in creating social marketing initiatives that resonate with young audiences. By involving young people directly in the design process, the campaign successfully fostered positive self-perception and peer appreciation, demonstrating that co-creation is a powerful strategy for influencing attitudes and behaviours within this demographic.

Source

QUT ePrints (Queensland University of Technology)

'Appreciate a mate': helping others to feel good about themselves. Safe and well online: a report on the development and evaluation of a positive messaging social marketing campaign for young people.

journal · 2015

View source

Questions About This Research

What does the research say about positive social messaging campaigns can foster pro-social behaviour in young people?: Involve your target audience directly in the design process and focus on positive, relatable messaging to create more impactful and effective campaigns. Evidence: QUT ePrints (Queensland University of Technology) (2015).
Why does "Positive social messaging campaigns can foster pro-social behaviour in young people." matter for design?: This research highlights the power of co-creation in developing impactful campaigns. By involving the target audience in the design process, practitioners can ensure that messages resonate, are perceived as authentic, and ultimately drive desired attitudinal and behavioural shifts.
How can designers apply this research?: Involve your target audience directly in the design process and focus on positive, relatable messaging to create more impactful and effective campaigns.
What were the main findings?: Participatory design involving young people is crucial for developing relevant and effective social marketing campaigns.. Positive messaging focused on peer appreciation can positively influence young people's attitudes towards themselves and others.. Campaigns informed by behavioural theories can be more successful in driving attitudinal and behavioural change.
What research method was used?: Mixed-methods research, including participatory design, cohort study, and social marketing campaign evaluation..
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2015 journal from QUT ePrints (Queensland University of Technology).
What should I do differently in my next project?: When designing any communication strategy for a specific demographic, especially young people, integrate their perspectives and ideas throughout the development process.
What are the limitations?: The study's findings may be specific to the cultural context and age group studied, and long-term effects require further investigation.