Co-production as an approach for developing youth advocacy videos on countering unhealthy food marketing and e-cigarette advertising

Abstract

Background: Community-based participatory research has been a cornerstone of health promotion and public health for over two decades, providing a foundation for co-production approaches that actively involve communities in the design and implementation of interventions. This paper examines the application of co-production as a research approach for developing youth advocacy videos on countering unhealthy food marketing and e-cigarette advertising.

Methodology: The research to co-produce videos was conducted with 33 young people aged between 12 and 16 living in the Central Belt of Scotland. The research comprised four stages: workshops, photovoice, focus groups and video development.

Results: The findings presented are derived from the co-production process involved in creating two youth advocacy videos on unhealthy food marketing and e-cigarette advertising. Through this approach, young co-researchers were provided with opportunities to both learn about and conduct research, fostering their active involvement at every stage of the project. Co-production with young co-researchers enhanced the relevance and impact of advocacy videos, empowering participants through authentic collaboration. While challenges like power dynamics, engagement, and ethical considerations arose, fostering trust, inclusivity, and skill-building ensured success. The project highlighted the importance of youth-led approaches in creating relatable content and developing leadership and practical skills for broader applications. The advocacy videos produced in this study emphasise the critical importance of engaging young co-researchers in the research process. They highlight the necessity of safeguarding young people from harmful advertising practices while empowering them to take an active role in shaping health interventions.

Conclusion: This research underscores the value of co-production in health promotion, demonstrating its effectiveness in tailoring interventions to the unique perspectives and needs of the target audience. Notably, it also addresses a significant gap in the existing evidence base, which has historically focused on individual interventions rather than systemic or community-level approaches.

Keywords: Co-production; Health promotion; Participatory research; Young people; Youth advocacy.