Can Co-Creation be a Tool for Lasting Impact?

by Jon Scaccia November 19, 2024

When tackling the big issues in public health, like unhealthy food environments or access to mental health care, traditional approaches often fall short. These challenges require more than just data and policy—solutions need to be grounded in the experiences and insights of those affected. This is where co-creation comes in. Through co-creation, researchers, public health professionals, and communities work together to design, implement, and refine solutions that are not only effective but sustainable.

Co-creation isn’t just another buzzword. It’s a collaborative approach that’s changing how we approach complex health challenges. This blog breaks down the basics of co-creation, its advantages, and a few practical examples to illustrate how this collaborative approach can drive meaningful change.

What is Co-Creation?

In simple terms, co-creation is about partnership. Instead of researchers solely designing interventions and presenting them to the community, co-creation involves everyone affected by the issue—health practitioners, policy makers, business owners, and community members—in the process from start to finish. This method enables researchers to better understand the issue’s context, design solutions that address real needs, and create a shared sense of ownership that makes the solutions more likely to stick.

Imagine co-creation as assembling a team to tackle a puzzle. Each person brings a different piece—experiences, expertise, perspectives. When these pieces come together, they form a complete picture that individual efforts might never achieve.

Why Co-Creation Matters in Public Health

Why should public health practitioners consider co-creation? Traditional research often doesn’t account for the real-world complexities that influence outcomes. By contrast, co-creation is collaborative at every stage, leading to solutions that are more relevant, accepted, and impactful. Studies show that co-created initiatives have higher success rates because they reflect the community’s lived experiences and values, addressing problems at the root rather than just the symptoms.

Take, for instance, the SUPREME NUDGE project in the Netherlands. Here, researchers teamed up with supermarket chains to promote healthier food and drink choices. Rather than imposing changes, they held discussions with store managers and marketing teams to co-design strategies. These stakeholders helped shape practical solutions, like adjusting the prices of unhealthy versus healthy items in a way that would encourage healthier choices without alienating customers. This approach led to an impactful, sustainable shift towards healthier consumer habits.

Key Benefits of Co-Creation

The power of co-creation lies in its flexibility and the real-world insight it brings to research. Here are some of the top reasons why co-creation stands out:

• Deeper understanding of complex issues: Community members and stakeholders bring unique insights to the table, enriching researchers’ understanding of a problem.
• Higher relevance and applicability: Co-created solutions align better with community needs and are more likely to be adopted because they address specific barriers and facilitators identified by those affected.
• Increased trust and engagement: Collaboration builds trust among stakeholders, strengthening relationships and ensuring continued buy-in.
• Long-term impact and sustainability: With a sense of shared ownership, communities are more likely to maintain and support co-created solutions over time.

Co-creation fosters a sense of empowerment among all stakeholders. When people feel heard and valued, they become more invested in the success of the project.

Real-World Examples: SUPREME NUDGE and CHIME

To understand co-creation in action, let’s look at two projects that have successfully employed this approach: SUPREME NUDGE and CHIME.

SUPREME NUDGE targeted supermarket environments, where unhealthy food choices are abundant. By collaborating with supermarket staff, researchers were able to balance price adjustments for unhealthy and healthy items in ways that made healthier options more attractive. This compromise not only avoided alienating customers but also empowered supermarket staff, who now understand how they can influence public health by promoting healthier options.

Meanwhile, in Australia, CHIME tackled mental health challenges by bringing together patients, caregivers, and clinicians to develop group model building (GMB) sessions. In these sessions, stakeholders worked together to create strategies that address mental health needs. By breaking participants into smaller, peer-led groups, CHIME fostered open dialogue and reduced power imbalances. This setup allowed everyone to speak freely, ensuring the solutions represented diverse perspectives.

When Co-Creation May Not Be the Right Fit

While co-creation can bring incredible value to public health, it isn’t a one-size-fits-all solution. Projects with limited time, funding, or capacity may struggle to support the level of engagement co-creation requires. Additionally, highly regulated projects or those needing strict control over research methods may find co-creation impractical.

I found this out for myself for when I did some sexual assault prevention work with the US Military a few years back. The people I worked with were committed, genuine, and thoughtful. However, they were used to implementing programs, not necessarily designing them.

To help decide whether co-creation is suitable, ask the following questions:

1. Are there enough resources to support sustained collaboration?
2. Is the community ready and willing to engage?
3. Can project goals be adapted based on stakeholder input?
4. Does the team have the skills to manage collaborative dynamics?

If the answer to any of these questions is no, consider alternative forms of engagement. Co-creation is most effective in settings where flexibility and adaptability are possible.

Practical Tips for Getting Started with Co-Creation

If you’re ready to embark on a co-creation journey, keep these tips in mind:

1. Select the Right Collaborators: Identify who will be affected by the research outcomes and involve them early. In the SUPREME NUDGE project, this meant engaging supermarket staff who would ultimately carry out the changes.
2. Build Trust and Mutual Respect: Co-creation is a relationship-driven process. Regular check-ins, transparent communication, and shared decision-making are essential to keep everyone on board.
3. Use Established Frameworks: Co-creation can be daunting if you’re new to it, so consider using pre-existing frameworks like the COACCH (climate change) or PRODUCES (food retail) frameworks. These provide structured guidance while allowing flexibility for unique project needs.
4. Prepare for Conflict: Conflicting interests may arise. Tools like a power-interest matrix can help anticipate conflicts, while open dialogue can lead to compromise. In SUPREME NUDGE, researchers adapted their price strategy to address supermarket managers’ concerns about customer backlash.

Join the Conversation

What are your thoughts on co-creation? Have you used or experienced it in your work? Share your stories in the comments or on social media to inspire others and continue this important conversation.

Conclusion

Co-creation has proven to be a powerful approach for developing sustainable, impactful solutions to public health challenges. By engaging the community and key stakeholders at every step, co-creation builds trust, enriches research outcomes, and ensures solutions are truly effective. Whether it’s rethinking food environments or reimagining mental health services, co-creation holds the potential to transform public health practice in meaningful ways.

Public health research is about people. Co-creation puts people back at the center, empowering them to drive the changes they wish to see in their communities. It’s not only a strategy but a philosophy that can help bridge the gap between research and real-world impact.

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