Generative Communication paradigm and the project ‘scientia Atque usus’ (sAu): community building strategies in health communication

Health communication is a strategic research field that should also help develop community building strategies to involve experts, researchers, citizens—and also institutions, enterprises and associations—to generate value for a healthy society. What kind of communication can we use for that? The Generative Communication Paradigm considers communication as a tool to co-design projects in different fields, such as health, well-being, environment, agriculture and sustainability. The main aim of this paradigm is to involve different stakeholders both from the research world and from different levels of society, and to conceive and realize products or services that respond to the existing needs for innovation in the region. Within this context, we are introducing two interventions—based on the Generative Communication Paradigm and the “scientia Atque usus initiative”—that we are realizing in Tuscany (Italy) to strengthen the engagement of associations and average citizens in the healthcare system, and to build community on cooperating around the social value of olive growing.