What happens when we stop creating health messages for communities and start creating them with communities?

In this episode of Biggest Feeds, Claudine Thornton yarns with Tori Cowburn about co-design, community voice and the lessons that emerge when we genuinely listen.

We talk about 

• What co-design really means beyond the buzzword
• Why communities should help shape the messages intended for them
• The importance of listening before creating
• How trust and relationships improve health promotion
• Practical lessons for anyone working alongside community

One of the stories explored in this episode comes from the development of a smoking cessation campaign for pregnant Aboriginal and Torres Strait Islander women. While the team initially focused on speaking directly to mums, community feedback revealed something different. Women wanted to speak directly to their babies.

That simple but powerful shift changed the direction of the campaign and became a reminder that the most effective health promotion often comes from listening, adapting and sharing power.

Through stories, reflections and practical examples, Tori shares why community-led approaches create stronger programs, better engagement and outcomes that are more likely to last.

Whether you work in health, community services, education, communications or program delivery, this episode offers valuable insights into creating work that people don't just see, but genuinely connect with.

Acknowledgement of Country

Opening Acknowledgement of Country spoken in Ngiyampaa language by Jesse Hodgetts and used with permission.

Biggest Feeds is supported by the National Best Practice Unit and funded through the Australian Government's Tackling Indigenous Smoking Program.

Disclaimer

The views, opinions and experiences shared by guests are their own and do not necessarily reflect those of the host, producers, funding partners or affiliated organisations.

About Biggest Feeds

Biggest Feeds explores what's actually working in health, community and culture through the voices of people creating change across Australia. Through honest conversations, lived experience and community knowledge, we unpack the ideas shaping healthier futures for mob.