Co-Creation: communicating with, not at, people

Co-creation is a defining feature of successful THR communication in LMICs. Many THRSP scholars have worked directly with people who smoke, vapers, journalists, and health workers to design messages together, ensuring that language, tone, and format reflect lived experience.

Examples include:

• People who smoke helping script radio dramas or films.
• Youth advocates shaping social media campaigns.
• Journalists co-developing reporting guides on THR.
• Health workers reviewing communication materials before public release.

This approach builds trust and avoids the perception that THR is an imported or elite agenda. It also helps identify which messages resonate and which provoke resistance. Over time, co-creation turns communication into a shared process, not a one-off campaign.

Key Takeaway

THR communication in LMICs is not led primarily by governments. It is driven by advocates, activists, researchers, and users, using creative media, multiple narratives, and peer-to-peer engagement. Effective communication requires clarity about who is communicating, to whom, and for what purpose, and a willingness to adapt messages rather than rely on a single equity or health frame.