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

backgroundCommunity-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.

resultsThe 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.

conclusionThis 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.