Background:

New Zealand’s Ministry for Primary Industries (MPI) manages the “declare or dispose” biosecurity border compliance social marketing program. Its aim is to protect the country’s important horticulture and agriculture industries from imported pests and diseases, and its environment. The program encourages visitors to New Zealand to leave potential biosecurity risk items at home or dispose in specially marked bins on arrival. An important part of this is having New Zealand ethnic communities advocate on MPI’s behalf to friends and family overseas to follow the biosecurity rules. To fully engage the community to be advocates, it was felt that the community should be involved in the creation of this aspect of the program.

Focus of the article:

The article is a case study explaining how MPI used co-design methodology to create an advocacy program with a local community to assist behavior change in overseas visitors. The article focusses on the process and planning (including following a six-step co-design model) from a practitioners’ perspective to develop a program co-created with the target audience, rather than the final interventions developed.

Program design/approach:

The “declare or dispose” program had been solely “expert led” and designed by social marketers and researchers. The program is heavily influenced by a mix of quantitative and ethnographic research. These feed into customer journey mapping where interventions are inserted to influence audiences’ behavior. To assist in advocacy from the New Zealand Indian community to friends and family overseas, a customer led co-design process was developed to create community engagement and advocacy.

Methods:

MPI ran three co-design sessions involving members of local Indian community groups. The sessions used a mixture of card sorting and open discussion within small groups. The card sorting was used to review, and rate current interventions used in the behavior change program (including interventions both overseas direct to visitors and locally to community members). The open discussion asked participants to generate new ideas for potential new interventions to reach visitors.

Results:

Through the ranking of existing tools and participant suggestions of new ideas—MPI has developed an advocacy program that spans expert-led and user-led interventions. As hoped, the user-led suggestions were at a community-based level, resulting in a stronger buy-in from the community to deliver advocacy messages to overseas friends and family.

Recommendations for practice:

The article is useful for practitioners by detailing how to not only use co-design for creating new ideas, but also to evaluate existing ones to create a program blending both expert- and user-led interventions. MPI followed a six-step co-design process to organize its co-design program. This ensured that the right preparation was followed, sessions were effective, and the desired results of the program were achieved.

中文翻译：

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使用协同设计为生物安全行为变更创建社区倡导

背景：

新西兰初级产业部（MPI）管理“宣布或处置”生物安全边境合规性社会营销计划。其目的是保护该国重要的园艺和农业产业免受进口病虫害及其环境的侵害。该计划鼓励来新西兰的游客将潜在的生物安全风险物品留在家中，或在抵达时放在特别标记的垃圾箱中。其中重要的一部分是让新西兰的族裔社区代表MPI向海外的朋友和家人提倡遵循生物安全规则。为了使社区充分成为倡导者，人们认为社区应该参与该计划这一方面的创建。

文章重点：

本文是一个案例研究，解释了MPI如何使用协同设计方法与本地社区一起创建倡导计划，以帮助改变海外访客的行为。本文从从业者的角度着重于过程和计划（包括遵循六步协同设计模型），以开发与目标受众共同创建的程序，而不是最终的干预措施。

程序设计/方法：

“声明或处置”程序仅由“专家领导”，由社交营销人员和研究人员设计。该计划受到定量和人种学研究的双重影响。这些信息会输入到客户旅程地图中，在其中插入干预措施以影响受众的行为。为了协助从新西兰印度社区到海外朋友和家人的倡导，开发了以客户为主导的共同设计流程，以建立社区参与和倡导。

方法：

MPI进行了三项共同设计会议，其中涉及印度当地社区团体的成员。这些会议混合使用卡片分类和小组讨论。卡片分类用于检查和评估行为更改程序中使用的当前干预措施（包括海外直接向访客和本地社区成员的干预措施）。公开讨论要求参与者提出新的想法，以吸引潜在的新干预措施。

结果：

通过现有工具的排名和参与者对新想法的建议，MPI开发了一项倡导计划，涵盖了专家主导和用户主导的干预措施。如所希望的那样，用户主导的建议是基于社区的，从而促使社区大力支持，以向海外朋友和家人传递宣传信息。

实践建议：

通过详细介绍如何不仅使用协同设计来创建新想法，而且如何评估现有想法来创建一个融合专家和用户主导的干预措施的程序，该文章对从业者很有用。MPI遵循六个步骤的协同设计流程来组织其协同设计程序。这确保了正确的准备工作，有效的会议以及计划的预期结果。