Co-designing social marketing programs with “bottom of the pyramid” citizens

The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new "Empathy Building" step within the Trischler et al.


Social marketing aims to develop health, environmental, or social change programs that can positively influence behavior change to benefit people and the planet (Luca & Suggs, 2013). As argued by French and Lefebvre (2012), all social marketing p