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

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.