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

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Smith, Marissa J. and Vaczy, Caroline and Hilton, Shona (2025) Co-production as an approach for developing youth advocacy videos on countering unhealthy food marketing and e-cigarette advertising. BMC Public Health, 25 (1). 2979. ISSN 1471-2458 (https://doi.org/10.1186/s12889-025-24095-z)

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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.

ORCID iDs

Smith, Marissa J., Vaczy, Caroline and Hilton, Shona ORCID logoORCID: https://orcid.org/0000-0003-0633-8152;
CORE (COnnecting REpositories)