Programme

With Drs Julie Huibregtsen, ESMA Board Member @JHuibregtsen

Location:Radisson Blu Hotel, Espoo

This session will focus on how Social Marketing adds value to the operational delivery of programmes aimed at influencing positive social behaviour. The session will explain the mind set and basic principles of Social Marketing. So you can understand even better the coming lectures, presentations and workshops at the conference itself. And learn more about the various instruments and examples of social marketing. So you get a clear view of the power and possibilities of Social marketing. And consider the value for your field of work or your organisation. And for you personally, being a professional facing behavioural challenges for your target audience every day.

Full workshop description including learning objectives can be downloaded here

Welcome Coffee will be served at 12.30 and refreshments will be available throughout the afternoon, lunch will be provided for both sessions at 15.00.

With Professor Jeff French, ESMA Board Member @JeffFrenchSSM

Location:Radisson Blu Hotel, Espoo

This workshop will focus on how Social Marketing principles, concepts and techniques can add value to social policy development and implementation. The workshop will examine how Social Marketing can be used to enhance policy selection and the building of more citizen centric social programmes aimed at influencing behaviour.

Full workshop description including learning objectives can be downloaded here

Welcome Coffee will be served at 12.30 and refreshments will be available throughout the afternoon, lunch will be provided for both sessions at 15.00.

Please collect your delegate badge and programme from the conference registration desk on the ground floor of the Otakaari 1 building on the Otaniemi Campus, Espoo, Finland. Look out for the ESMC banners to help you find you way into the building, there are two entrances on the South East and North West sides of the Otakaari 1 building.

Welcome to ESMC 2016 on behalf of ESMA
Julie Huibregtsen, Huibregtsen Sociale Marketing, ESMA Board Member

Musical Performance by from Total Cello Ensemble, hosted by the City of Espoo

Welcome to Espoo
Juha Metso, Espoo Deputy Mayor, Head of Social and Health Services

Introduction for the Permanent Secretary Juha Metso, Espoo Deputy Mayor, Head of Social and Health Services

Welcome to Finland
Päivi Sillanaukee, Permanent Secretary of the Finnish Ministry of Social Affairs and Health, Finland

Opening Keynotes

Keynote Chair – Julie Huibregtsen, Huibregtsen Sociale Marketing, ESMA Board Member

Keynote speakers:

Johannes Parkkonen – Finnish Association for Mental Health, ESMA Board member: “Social marketing and mental health: does the supply meet the demand?”

Mental health problems account for huge human, economic, and social cost across Europe. A lot of this cost could be affected by influencing people’s behaviour. Either in strengthening their own mental wellbeing or reducing the discrimination that people with mental health problems face. This presentation will explore if mental health has received the attention it deserves from the social marketing community, and what is the future potential in Finland and across Europe.

Professor Bo Edvardsson – Karlstad University: “Service Logic and Innovation: A framework and empirical illustrations”

Service-dominant (S-D) logic frame innovation as a novel and better way for actors to co-create value through resource integration in service ecosystems. Resources include goods, services, information, technology but also knowledge, skills, social capital and social structures.

The structuration of innovation framework will be presented. It is grounded in agency-driven concepts, structure-driven concepts, and the innovation process embedded in their duality. The key agency-driven concepts are the value proposition, actor, and resources; the structure-driven concepts are institutions and institutional arrangements. An innovation process entails three interdependent states: initiating, realizing, and outcoming (or diffusion). The presentation will include illustrations from social and business context including the cases KidZania and Eataly.

Room: M237 – 11.00 – 11.35

The Role of Social Marketing in social policy and strategic development

This presentation will focus on how Social Marketing can enhance the policy making process and the strategic development of all social policy. The presentation will give examples about how Social Marketing can be used upstream to inform policy selection and refinement and how to engage with policy makers. The session will also look at the six ways that Social Marketing can add value to strategy development and how it can be integrated into the strategic planning process. Finally the presentation will give some examples about how Social Marketing is being used to influence both policy and strategy around the world.

Presenter:
Professor Jeff French, ESMC Chair, CEO Strategic Social Marketing

Room: M237 – 11.40 – 12.00

Using Innovative Behavior-Change Strategies to Promote Health among Hard-to-Reach and Convert Segments

BBC Media Action’s project is using precision and social marketing strategies that comprise market segmentation and development of Mobile based & other job-aids for the health workers, to use at a community platform for promoting behaviour change and uptake of health services among the most underserved and marginalized populations.

Presenter:
Anurudra Bhanot, Head of Research, BBC Media Action (India) Ltd.

Room: M1 – 11.00 – 12.00

Training as a booster for implementing social marketing in Finland

Recipe for success: Many cooks and many kitchens. How has social marketing been embedded in Finland through multi-actor and network approaches and skills development?

In this session we introduce the development of social marketing approach in Finland, with a special focus on some key events. We follow a trajectory from a small network of interested people using social marketing knowledge learned from abroad as a mechanism to achieve better impact. This network then grows and from its partners first social marketing programmes emerge, which is followed by a pilot training programme. We will also introduce the next developmental steps in Finland, which focus more on embedding social marketing more firmly in education and practice at a structural level.

Presenters:
Sari Rautio, Sitra
Elina Varjonen, RAY
Erica Mäkipää, Soste
Eeva Honkanummi, City of Vantaa
Anne Leppänen, Ahaa-research

Room: Hall A – 11.00 – 12.00

Social Marketing Goes Digital: Panel Discussion

Social marketing makes use of appropriate tools to support the behaviors we promote. Often that means using digital channels and tools in one form or another. How do we decide which digital channels and tools to use? How do we use them most effectively and efficiently?

This session includes talks by four Social Marketing experts who have vast and varying experiences with digital channels and social marketing. We will discuss what they did and what they learned, but also how they decided to go-digital and which digital channel(s) to use. The aim is to provide the audience with an understanding of when and how to use technologies effectively in social marketing. After all, technology does not change behavior, but the way in which we use technology might.

Chair: L. Suzanne Suggs

Panelists:
Pasi Anteroninen, Finnish Road Safety Council (Finland)
Marco Bardus, American University, Beirut (Lebanon)
Doug Evans, George Washington University (USA)
Ellen O’Donoghue, Public Health England (UK)

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Introduction to the European Social Marketing Association from L. Suzanne Suggs, University of Lugano, ESMA Board Member.

Afternoon Keynote Session: “Applying Social Marketing to enhance social programmes”

Keynote Chair: Dr David McElroy, Energy Saving Trust, ESMA Board Member

Keynote speakers:

Mika Pyykkö, Senior Lead, Impact Investing, SITRA: “Impact investing and social marketing”

The principle of impact investing is to create a positive social or environmental impact beyond the financial return of a given project. In this talk Mika will explore one impact investing model, the Social Impact Bond, in which the investor bears all financial risk and the public sector pays only for proven outcomes. In this model social marketing plays a vital role in strategic planning to ensure that any project using private capital to establish a successful Social Impact Bond requires a solid base of economic and operational modelling as a framework for the entire project. This presentation will show how using social marketing approaches such as segmentation are some of the most crucial factors to the success of planning an effective Social Impact Bond.

Professor Doug Evans, George Washington University: “Evaluating the Saleema campaign to promote women’s and girls’ health in Sudan”

Branding behavior and creating a pro social norm for specific behavioral change is a fundamental social marketing strategy. This presentation discusses the theory, practice and research underlying branding and use of social norms strategies for behavior change. We examine this approach in the context of condom promotion campaigns in low income countries, and then in more detail in the example of the Saleema (saleema.net) campaign to eliminate female genital cutting (FGC) in Sudan. Saleema is a multi-pronged inter-personal, community, mass and digital media campaign implemented nationwide based on the strategy of re-branding FGC and creating a pro social norm for abandonment. The presentation concludes with discussion of the “heavy-up” evaluation methodology, and initial outcome data, and future campaign direction through 2018.

15.00 – 15.20
Title: The green side of hope: The role of hope in the adoption of pro-environmental behaviors. Paper No. 26

The motivating power of hope has been highlighted in many fields; however no research has addressed the unique role of hope in the adoption of pro-environmental behaviors. An explorative study was conducted to asses if having hope about climate change is a determinant in the development of pro-environmental attitude and behaviors.

Presenters:

Maria Lagomarsino, (MSc, Università della Svizzera italiana), PhD candidate at the University of Neuchâtel

Linda Lemarié, (PhD, HEC Montreal), Assistant Professor of Marketing, Chair of Advertising, University of Neuchâtel

15.25 – 15.45
Title: Best Practices in Social Marketing Communications to Inspire Conservation Campaigners. Paper No. 35

Based on a report produced for the Arcus Foundation, this session will explore the issues conservation campaigners and funders face, as well as best practices in social marketing communications across all issue areas. The report includes interviews with social marketing and communications experts, campaign analyses, and suggestions for ideal campaign planning.

Presenter:

George Perlov, Principal, George Perlov Consulting

15.50 – 16.10
Title: Cheap Clothes at a High (Environmental) Cost: Planned Obsolescence in the Fast Fashion Industry. Paper No. 56.

Continual renewal of collections; the latest trends; affordable prices. Sounds great, but this “fast fashion” (a strategy of planned obsolescence which artificially limits products’ useful lives) carries with it heavy environmental costs. Are consumers aware of these consequences? Do they care? And can they be persuaded to change their behaviours?

Presenter:

Minoo Farhangmehr, Full Professor, University of Minho, Portugal

16.15 – 16.35
Title: An evolving approach to behavior change for the environment: From theory to practice and back. Paper No. 78.

For more than three decades, Rare has inspired change so people and nature thrive, using an approach based on an explicit theory of how people are motivated. Here we share key lessons and discuss how Rare and others are integrating recent advances in the behavioral sciences to evolve the approach.

Presenter:

Kevin Green

Senior Manager, Behavior & Social Science, Rare

16.40 – 17.00
Title: The Best I Can Be: Self-accountability in Sustainable Product Choice. Paper No. 82.

It’s difficult to shift consumers’ sustainable decision-making purely through approaches such as the TPB. A promising psychological alternative focuses on self-accountability, which works through guilt. This paper confirms a complementary route through pride that is stronger than that through guilt and evidences the relationship of self-accountability with perceived consumer effectiveness.

Presenter:

Zoe Rowe, PhD Candidate, Cranfield University

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15.00 – 15.20
Title: Segment level insights to target weight reduction in Indonesia. Paper No. 22.

Obesity is a severe problem in both developed and developing countries. This study aims to understand lifestyle attitudes and intentions towards exercise and weight loss in Indonesia.  The results of this study may assist social marketers in creating more targeted service/intervention offerings for the identified segments.

Presenter:

Dr. Timo Dietrich, Research Fellow, Social Marketing @ Griffith

15.25 – 15.45
Title: Finnish parents’ benefits and barriers for fruit and vegetable intake. A formative study of the Hevilapset social marketing program. Paper No. 33.

This formative research study explored parental benefits and barriers to fruit and vegetable consumption for their children. Results show that Finnish children do not live up national food guidelines and our generated consumer insights are now used to inform social marketing program design #Hevilapset (www.hevilapset.fi)

Presenter:

Ville Lahtinen, PhD candidate, Social Marketing @ Griffith

15.50 – 16.10
Title: Move and motivate me: The Go Food healthy eating campaign. Paper No. 46.

This paper demonstrates a consumer-centric approach using actionable insights to develop social marketing communications that speak directly to what moves and motivates target consumers, rather than the goals of campaign sponsors. Research to understand military eating behaviour produced insights that were translated into a performance-based motivational campaign that increased healthful eating.

Presenter:

Professor Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University

16.15 – 16.35
Title: Be Clear On Cancer: a cross-campaign review. Paper No. 47.

The Be Clear on Cancer campaign, launched in 2010, aims to improve cancer mortality rates by encouraging people to visit their GP with early signs and symptoms of cancer. The campaign has been hugely successful, and this session will explore the learnings from the past six years of marketing activity.

Presenter:

Ellen O’Donoghue, Strategy and Planning Lead, Public Health England

16.40 – 17.00
Title: It’s a Social World after all: User Expectations of Facebook for HIV/AIDS Social Marketing. Paper No. 48.

Social media content exchange may lead to social change when targeted at social influencers, in order to obtain social capital. Would this be the case when the exchange relates to HIV/AIDS? This study assesses a high at-risk priority groups’ perception of Facebook and its design appropriateness for content exchange.

Presenter:

Jeandri Robertson, Lecturer and researcher, University of Cape Town

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15.00 – 15.20
Title: Tobacco control marketing review in England 2008-2015: outcomes and evaluation. Paper No. 12.

In 2015, Public Health England reviewed all national tobacco control marketing activity in England since 2008, focusing on what we have learnt about the relative effectiveness of campaigns to reduce smoking prevalence. This session will share findings from this review – exploring how tobacco cessation marketing prompts quit attempts and quit-related action.

Presenter:

Ellen O’Donoghue, Strategy and Planning Lead, Public Health England

15.25 – 15.45
Title: Do we know if social marketing campaigns influence socioeconomic health inequalities? Can we do better?. Paper No. 44.

Through analysis of published research on physical activity social marketing and mass media campaigns and examining other campaign reviews, our presentation highlights what isn’t known about the impact of health campaigns on socioeconomic health inequalities. We discuss likely barriers to building an evidence base and how these could be overcome.

Presenter:

Dr Margaret Thomas, Adjunct Senior Lecturer, School of Public Health, University of Sydney

15.50 – 16.10
Title: The role of resilience and parenting style in social marketing: feeding practices and childhood obesity. Paper No. 15.

Parents play a critical role in creating the environment in which children consume and experience food, and overweight parents are more likely to have overweight children. This research explores the relationship between parental resilience and parenting styles, and the impact of these factors on children’s weight.

Presenter:

Matthew Wood, Principal Lecturer, University of Brighton

16.15 – 16.35
Title: Exploring value creation in midstream social marketing. A Smokefree case. Paper No. 17.

The presentation will focus upon value creation in ‘midstream social marketing’. The presentation will aim to build understanding of the formation and development of midstream social marketing value networks and how different actors’ experiences of collaboration are shaped by social context.

Presenter:

Dr Nadina Luca, Lecturer/Assistant Professor in Marketing, University of York

16.40 – 17.00
Title: Social Marketing in a Country: The British Experience. Paper No. 58.

Since 2004 the British Government has delivered a wider national social marketing in public health strategy. We have followed the genesis and development of that policy process which led to a new frame of reference in that field. May this study contribute to adequate conception of similar policies in other countries!

Presenter:

Carlos Oliveira Santos, Ph.D, Assistant Professor, University of Lisbon, Portugal

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15.00 – 15.20
Title: Co-designing behaviour change with communities in New Zealand: learning from Behind the Wheel. Paper No. 23.

This paper will explore the learnings from the process of designing and implementing a social marketing initiative with community members, demonstrating the successes and challenges of using social innovation and co-design methods to create an effective behaviour change programme.

Presenter:

Simon Harger-Forde, Director, innovate change, New Zealand

15.25 – 15.45
Title: Achieving real world impact while advancing theory: some learnings from programmes that engage individuals on sustainability. Paper No. 27.

Successful real world sustainability projects require a balance between high-quality delivery and the robust evaluation of impact. Attending this session you will learn how this balancing act can be maintained through academic-practitioner collaboration, efficient use of resources and the creation of clear objectives based on a solid theoretical foundation.

Presenter:

David J. McElroy, Evaluation Manager (Energy Saving Trust, UK) and Honorary Research Associate (University of Sydney)

15.50 – 16.10
Title: When self-report is not enough – measuring unconscious behaviour change in response to a campaign designed to change where people break at bends on country roads. Paper No. 40.

“If we can’t evaluate it, we are not running the campaign”. We will describe how we rose to the challenge of measuring unconscious driving behaviour through an innovative solution; integrating surveys, telematics and video to measure impact of a Department for Transport road safety campaign on drivers speed at bends.

Presenters:

Helen Angle, Head of Communications Evaluation – Kantar Public (TNS)

Gareth Tuck, UK Director – eye square

16.15 – 16.35
Title: Nothing Mental about Seeking Help: What did we learn using Social Marketing? Paper No. 37.

This two year university campus campaign aimed to raise awareness about mental health issues, reduce stigma and increase help-seeking. Key points of the presentation include how effective consumer engagement can be when designing and developing projects whilst highlighting some of the barriers for implementation despite utilising the NSMC benchmark criteria.

Presenter:

Joanne Telenta, Program Manager, Centre for Health and Social Research, ACU, Australia

16.40 – 17.00
Title: Development and evaluation of a healthy worksite cafeteria intervention with nudging and social marketing techniques. Paper No. 69.

Tempting employees to buy more healthy food for lunch is a matter of social marketing. I developed a promising intervention to change eating behavior in worksite cafeterias. Please attend my presentation about the development of the intervention ‘‘the worksite cafeteria 2.0’’ and see how I mixed the methods.

Presenter:
Elizabeth Velema MSc, Junior Researcher, Vrije Universiteit Amsterdam, Department Health Sciences, Section Prevention & Public Health

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15.00 – 15.45
WORKSHOP Title: Activating Students, Engaging Local Communities for the Greater Social Good: Closing the gap between Social Marketing education and practice. Paper No. 70.

In this interactive workshop we combine experiences from community-based social marketing initiatives where consumer orientation and engagement is enhanced through problem-based learning and service learning. We will present cases of initiatives addressing waste management (Lebanon), water consumption (Switzerland), food consumption (Denmark), and intellectual disability (Ireland).

Presenters:

Marco Bardus, Assistant Professor in Health Promotion and Community Health, American University of Beirut
L. Suzanne Suggs, Associate Professor of Social Marketing, Università della Svizzera italiana
Bent Ekberg Mikkelsen, Professor of Clinical Medicine, Aalborg University
Christine Domegan, Senior Lecturer and Head of Marketing at the National University of Ireland National University of Ireland, Galway

15.50 – 16.10
Title: Your birth control may not be working as hard as you: A social marketing campaign to increase access to highly effective contraception. Paper No.54.

This presentation explores the development, implementation and evaluation of a 10-week contraceptive choice campaign on a southeastern university campus in United States. Researchers and community partners utilized the systematic framework of social marketing for this multi-platform initiative addressing access to contraception for college-aged women.

Presenter:

Stephanie McInnis, Communication Masters Student, The University of Charleston, South Carolina.

16.15 – 17.00
WORKSHOP Title: Tips from former smokers, a team-building approach to motivating millions to quit smoking. Paper No. 91

In 2012 the U.S. Centers for Disease Control and Prevention developed the first national tobacco education campaign, Tips From Former Smokers, that helped drive smoking rates to a current all-time low. This seminar describes how quantitative, formative research informed creative execution that motivated millions of Americans to quit smoking.

Presenters:

Carol Haney, Senior Research Scientist, Qualtrics

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Host: Johannes Parkkonen – Finnish Association for Mental Health, ESMA Board member

We invite researchers and lecturers especially from the Nordic and Baltic countries to meet and discuss the emerging research and education tradition of social marketing here in the Nordic and Baltic. The aim is to shed a light what is going on, where are social marketing researchers and lecturers located, learn from others, and also discuss ways how we could help each other to improve social marketing knowledge through research and education.

The City of Espoo welcomes delegates to a Civic Reception (Free to all delegates)
Venue: Espoo Museum of Modern Art, WeeGee Exhibition Centre

Following a formal welcome from the City of Espoo, and paper award presentations delegates will be able to enjoy, drinks, canapés and entertainment while exploring the galleries of the fascinating Espoo Museum of Modern Art.

Buses will be provided to take delegates to the Museum from the Radisson Blu Hotel Espoo and Original Sokos Hotel Tapiola Garden at 18.00. Return buses will be provided from 21.00.

Morning Keynote Session: “The implementation challenge, solving problems and overcoming barriers”

Keynote Chair: Dr David McElroy, Energy Saving Trust, ESMA Board Member

Keynote speakers:

Bernadette Schomaker, Huis van Sociale Innovatie: “The power of the multisensory stimulation in safety perception”

Professor Gerard Hastings, University of Sterling & Alan Tapp, Bristol Social Marketing Centre: “Learning from the past whilst looking to the future”

10.20 - 11.05
Title: Bums Up! Enhancing the customer-orientation in university sports and exercise

We introduce how Finnish Student Sports Federation (OLL) has started developing its own customer orientation based on Social Marketing Customer Orientation (SMCO) model. The work began in the winter inspired by the social marketing training pilot, so there are no concrete results yet. The process has, however, brought up important questions, for example, who actually are OLL customers, what kind of information should be collected about the service users, and how and when different interventions should be launched. We will also bring to light OLL’s work through some practical examples.

Presenters:
Jussi Ansala, Finnish Student Sports Federation (OLL)
Hanne Munter, Finnish Student Sports Federation (OLL)
Virpi Näsänen, Hanken Univerity

11.10 – 11.30
Title: The Return on Social Intervention in Family Welfare Customer Life Cycle. Paper No. 43.

This presentation introduces a novel approach to calculate the return on social intervention (ROSI) from a customer life cycle perspective. The model can be used to improve cost efficiency in resource allocation as well as to motivate investments in earlier and more effective intervention in welfare services.

Presenter:
Jonna Heliskoski, PhD Candidate, Hanken School of Economics

10.20 – 10.40
Title: Rotterdamse Doortrappers: cycling to school for healthy children and clean air! Paper No. 51.

Experience how to develop appealing messages. What tempts parents and children to cycle to school? How can we overcome barriers perceived by teachers? What insights were the basis for the campaign concept? Learn about the success factors, our bloopers and how we try to maintain results.

Presenter:
Jacqueline Vink, strategic advisor, Schuttelaar & Partners, The Netherlands

Tine de Hoop, project leader Social Marketing at GGD Rotterdam-Rijnmond, The Netherlands

10.45 - 11.05
Title: Interventions for promoting post-mortem organ donation: social-marketing-informed improvements. Paper No. 53

Promoting post-mortem organ donation is difficult as there are many personal and social barriers that people need to overcome to become organ donors and communicate their decision to others. We demonstrate that interventions for promoting post-mortem organ donation can be more effective when social marketing benchmark criteria are strategically employed.

Presenters:
Tanja Kamin, Assistant professor of Marketing Communications, Faculty of Social Sciences, and researcher at the Centre for Social Psychology at University of Ljubljana, Slovenia.

Sinja Čož, postgraduate student, Faculty of Social Sciences and research assistant at the Centre for Social Psychology at the University of Ljubljana, Slovenia.

11.10 – 11.30
Title: The Heart Symbol – a tool for communities to make an effort to promotion Health. Paper No. 55.

Three Associations joined their forces and educated people from their own local branches to make the joint effort in their own communities and decision makers for meals with Heart Symbol at schools, day-care and personnel canteens. They were provided with information, support and material.

10.20 – 10.40
Title: Time for social marketing and not social norming. Paper No. 24.

Social marketing is underpinned by the assumption that we are all different yet many of our campaigns focus on delivering one campaign aimed at all. This presentation challenges us to avoid norming and to think more creatively about more of the people we are trying to reach.

Presenter:
Professor Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University

10.45 – 11.05
Title: Change4Life: applying behaviour change principles to the policy challenge around obesity and overweight. Paper No. 11.

Change4Life is a flagship campaign to reduce childhood obesity by inspiring millions of people in England to change their behaviours around healthy eating and physical activity. This session will explore the behavioural model underpinning Change4Life, how marketing and policy can work together and how insights have driven our approach.

Presenter:
Ellen O’Donoghue, Strategy and Planning Lead, Public Health England

11.10 – 11.30
Title: Rise Above: using a digital approach to turn theory into action. Paper No. 13.

Rise Above aims to delay or prevent young people from taking up risk behaviours such as smoking, drinking, taking drugs or having sex. It uses an innovative digital approach and is built on the ‘Prototype Willingness model’ (Gibbons & Gerrard, 2006). This session will explain more about this approach.

Presenter:
Ellen O’Donoghue, Strategy and Planning Lead, Public Health England

10.20 – 10.40
Title: Healthy choices during workdays – One Life Health Movement boosts organizations support for employee wellbeing. Paper No. 72.

To improve the wellbeing of Finnish workforce, One Life Project has chosen employers and workplaces as one of the key channels to promote everyday health decisions. One Life Project aims to increase Finnish employees wellbeing by focusing on behavioural change: encouraging people to take repeated, small, concreate actions every workday.

Presenters:
Eija Seppänen, Communication Manager, One Life Project, Finnish Diabetes Association

Marjut Niemistö, Marketing Manager,One Life Project, Finnish Diabetes Association

10.45 – 11.05
Title: Get a Liver Scan. It’s free, quick and painless: The LiveRLife Study. Paper No. 66.

This is the first study to utilise a social marketing framework to develop, design and implement a liver health campaign to reduce onset of chronic disease among people who inject drugs. The presentation focuses on formative research, resource development, message testing and how this contributed to the success of the campaign.

Presenter:
Joanne Telenta, Program Manager, Centre for Health and Social Research, ACU, Australia

11.10 – 11.30
Title: Using Social Marketing Messages on Social Media to Tackle Alcohol Abuse among Young People. Paper No. 76.

Drinking is an important part of youth culture. Frequently, drinking and associated activities are shared with friends on social media. This study adopts an eye-tracking experimental research design to investigate the interaction of user-generated images involving alcohol consumption and safe-drinking messages in a social media context on alcohol consumption intentions.

Presenter:
Ariadne Beatrice Kapetanaki, Senior Lecturer in Marketing, University of Hertfordshire

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WORKSHOP Title: Social Marketing Ethics

Presenters:

Professor Adrian Bauman, Social Countermarketing, University of Sydney

Professor Jeff French, Strategic Social Marketing, ESMA Board Member

This workshop is an opportunity to learn about, and participate in, a new project on social marketing ethics led by Stacy Carter and Adrian Bauman from the University of Sydney and Lynne Eagle from James Cook University, with the participation and support of the Australian Association of Social Marketing, the European Social Marketing Association and the International Social Marketing Association. The workshop will be facilitated by Adrian Bauman and Jeff French.

There is increasing acknowledgement that social marketing ethics is important, but at present there is neither consensus nor much empirical evidence to guide its development. This workshop is the beginning of a project designed to address that gap. The workshop will be a fun-but-serious opportunity for you to interact with your social marketing colleagues about the moral and political dimensions of your work. You will discuss questions such as: What do you think distinguishes ‘good’ social marketing from ‘bad’ social marketing? What are best examples of social marketing you can think of, and why? If there is one thing you would change about the field of social marketing to make it more ethically justifiable, what would it be? What ethical issues bother you the most in your own practice? When you are faced with an ethical dilemma, how do you tackle it?

Discussions will take place in facilitated round-table groups. We will record the discussion and use the (anonymised) transcripts as data for the project. We will use the data collected to develop a framework and set of resources that will be useful in commissioning, planning, implementing and evaluating social marketing.

Please come and bring along your stories of the good and the bad of social marketing, and your hopes for how social marketing can be the best it can be. We look forward to meeting you there, and to working with you on this important aspect of social marketing theory and practice.

This session will be audio recorded

Afternoon keynote session: “Scaling up and sustaining projects”

Keynote Chair – Professor Jeff French, CEO Strategic Social Marketing, ESMA Board Member

Keynote speakers:

François J. Dessart, EU Policy Lab, European Commission: “Behavioural Insights Applied to Policy – how does evidence from behavioural sciences contribute to sustainability public policies in Europe?”

Marsha Smith, The Super Kitchen: “Scaling up The Super Kitchen Model”

What drives the expansion of the Super Kitchen model? What does it mean to become influential or impactful?
The development of the Super Kitchen network has been an exciting and frustrating journey. What we have learned along the way shows how notions of success are influenced by the conventional business sector, how charitable restrictions may threaten our sustainability and how we have traversed the issues over who is deserving of our social eating services.
Structural issues interplay with personal ones and unforeseen factors disturb the trajectory of growth, as we map the journey to scale, and share the lessons we have learned.

14.00 – 14.20
Title: An experimental application of the Delphi method to evaluate and prioritize social marketing outcomes. Paper No. 42.

We commonly find more than one viable initiatives to achieve project goals.  During a recent campaign, the consensus building Delphi method was employed to evaluate and prioritize numerous outcomes with multiple stakeholders.  Its advantages over other methods and best practices for its implementation will be discussed specific to social marketing.

Presenter:
D. Scott Borden, Researcher, University of Exeter, Business School

14.25 – 14.45
Title: A Systematic Review of Virtual Reality Application in Alcohol Prevention and Intervention Programs. Paper No. 71.

Virtual Reality (VR) presents an exciting opportunity to design more engaging and interactive alcohol social marketing programs. This is the first systematic literature review that investigates the application and effectiveness of alcohol programs that implement Virtual Reality.

Presenter:
Dr. Timo Dietrich, Griffith University

14.50 – 15.10
Title: Social Counter-marketing and public health: conceptual maps for a “Brave New World”? Paper No. 62.

Social counter-marketing opposes unhealthy marketing for the public good. It embraces thematic diversity as well as change in the participants, technology platforms, channels, reach, speed and accessibility of modern communication. We propose a new conceptual framework for counter-marketing, with particular application in the field of public health and disease prevention.

Presenter:
Professor Adrian Bauman, Social Countermarketing, University of Sydney

15.15 – 15.35
Title: Dry January – The thrills and spills of a national rollout. Paper No. 90.

Dry January was launched in England and Wales to encourage people to talk about their relationship with alcohol, whilst curbing harmful drinking habits. This seminar will take you on a fascinating four-year journey from a pilot project in north Liverpool, to mass national participation bringing significant behaviour change results.

Presenter:
Gary Wootten, Director of Hitch Marketing / Alcohol Concern Consultant

14.00 – 14.20
Title: Tips From Former Smokers: Using rough-cut testing to predict receptivity of advertisements. Paper No. 84.

The U.S. Centers for Disease Control and Prevention developed the first federally-funded, national tobacco education campaign that helped drive smoking rates to an all-time low. The aims of this workshop are to share how our team worked together to develop a successful, fully-integrated social marketing campaign that drove behavior change.

Presenters:
Carol Haney, Senior Research Scientist, Qualtrics

Wendy Moniz, Executive Vice President, Plowshare Group

14.25 – 14.45
Title: Using Theory and Evidence to Increase Youth Physical Activity: Let’s Move It School-Based Multi-Level Intervention. Paper No. 85.

How to appeal to youth that engage in too little exercise to stay healthy? We reviewed successful behaviour change strategies from interventions and theories to co-create a program to promote activity in vocational school students. This talk presents the phased development and design of the evidence-based Let’s Move It intervention.

Presenter:
Dr. Nelli Hankonen, Academy Research Fellow, University of Tampere, Finland

14.50 – 15.10
Title: Social and participatory strategies to health and wellbeing in local communities. Paper No. 2.

Using “the local” and it’s resources as a setting for promoting better health for citizens and communities is has attracted much attention as an alternative to “high politics” and regulatory approaches. Participation stakeholder involvement and use of marketing strategies are key if such community driven approaches are to succeed. This paper reports on the strategies used and results achieved in the Sol program implemented over the past 5 years at the Danish isle of Bornholm. 

Presenter:
Bent Egberg Mikkelsen, Aalborg University

15.15 – 15.35
Title: Testing social marketing tools and methods in secondary vocational schools to decrease smoking. Paper No. 59.

Practical tips for health promotion – an opportunity to learn from real life practice of operationalizing the key stones of social marketing. key results: the importance of involvement of shareholders in ensuring customer focus, insight and proper segmentation in order to deliver relevant interventions for outcomes.

Presenter:
Eeva Honkanummi,Development Manager, City of Vantaa

14.00 – 14.20
Title: The Benefits of Cross-Cultural Collaboration in Managing Community Behaviour Change Programs. Paper No. 65.

Inter-organisational and cross-cultural collaboration was trialled on a project to connect with and support Australian Indigenous People to close inequality gaps in the energy sector. The benefits of this approach, proposed to tackle Wicked Problems and to forge better relationships with Indigenous People, are presented in this session.

Presenter:
Clare Johansson, Doctoral Student, Swinburne University of Technology

14.25 – 14.45
Title: Developing a Valid Scale for Measuring Aboriginal Household Energy Efficiency. Paper No. 67.

The traditional processes and assumptions of psychometric measurement design need to be re-thought in the unique context of Aboriginal households in Victoria, Australia. This paper explores the application of measures for knowledge, behaviours and social and emotional wellbeing in the context of household energy efficiency.

Presenters:
Aron Perenyi, Swinburne University of Technology

Rowan Bedggood, Swinburne University of Technology

Clare Johansson, Swinburne University of Technology

14.50 – 15.10
Title: Process and Outcome Evaluation of ‘Give Me 5’: A Social Marketing Pilot Walking Behaviour Change Intervention. Paper No. 32.

Underpinned by formative research and exchange theory ‘Give Me 5’, an exchange based offering, was created in a Social Marketing @ Griffith lab. On average participants (39.7%) walked 100 minutes per week and reported many positive outcomes. Feedback from the process evaluation will be used to extend the program.

Presenter:

Professor Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University

15.15 – 15.35
Title: Manifesting a Blue Society: Reflections and Learnings from a Participatory Impact Analysis. Paper No. 74.

This presentation illustrates how European scientists, policymakers, industry and citizens were brought together to mobilise a Blue Society. Manifesting a Blue Society is more than a simple strategy; it is a complex participatory process that involves new interactions, capacity building, collaboration and collective action, scaled out and across Europe.

Presenter:
Dr. Patricia McHugh, Postdoctoral Researcher, National University of Ireland, Galway

Dr. Christine Domegan, Senior Lecturer in Marketing, National University of Ireland, Galway.

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14.00 – 14.20
Title: Enhancing Civic Engagement and Enabling Communities: Using Service Learning in Social Marketing Education. Paper No. 80.

In this paper we discuss our experience of teaching social marketing using service learning (SL) in a Master of Public Health. We argue that SL is an appropriate approach for teaching social marketing as it provides students with opportunities to learn from real-life problems and engage with needy communities.

Presenter:
Marco Bardus, Assistant Professor in Health Promotion and Community Health, American University of Beirut

14.25 – 14.45
Title: Branding as a strategy for behavioral change: the Porto Tap Water case study. Paper No. 89.

If branding is a successful strategy in conventional marketing strategies, why not enhance it on social marketing? Brands are powerful devices. Individuals adhere to what the brand represents, adopting its attitudes and behaviors. Find the relevance of branding in a ongoing programme designed to encourage the consumption of tap water.

Presenter:
Sara Balonas, B+ Be Positive, Strategic and Creative Director

14.50 – 15.10
Title: Behavior change for sun lovers. Making it work. Paper No. 93.

Learn what communication and campaigns can do and cannot do from real life experiences! Introducing behavior change to reduce UV exposure is especially challenging with young people.  By using insights from research we created campaigns for young sun lovers. Depending on the channels and setting we had variable degrees of success.

Presenter:
Brigitta Boonen, Expert Skin Cancer Prevention, Belgian Cancer Foundation

15.15 - 15.35
Title: Building Consumer-oriented Social Marketing Programs: Introducing a Five-step Co-Design Process. Paper No. 63.

The design of new social marketing programs requires close collaboration with end users. We propose a five-step process that provides guidance for the planning and facilitation of co-design workshops that involve end users. If fully utilized the process may enhance user experiences and prevent costly new service failures.

Presenter:
Dr. Timo Dietrich, Griffith University

14.00 – 14.45
WORKSHOP Title: Guilt-free butts, supermarket scanners and talking in ‘seal’ – how Australian zoos are embracing social marketing, and a little toilet humor, to change visitor behavior and save animals. Paper No. 7.

Saving wildlife is as much about people as it is about animals. With most threats to animals driven by people, Zoos Victoria aims to halt biodiversity loss by working through its visitors. Come learn the process zoos are using to drive social impact, facilitate behaviors and help save species.

Presenter:
Emily Dunstan, Senior Manager Conservation Campaigns, Zoos Victoria, Australia

14.50 – 15.10
Title: Using a computer-based game to improve public attitudes towards electric vehicles. Paper No. 4.

Unless electric cars substantially replace conventional petrol-only vehicles in European countries the European Union cannot achieve its carbon emission targets.  Unfortunately the take-up of electric cars in Europe has been extremely low.  This (EC-funded) research measures the effects on drivers’ attitudes towards electric cars consequent to their playing a computer-based game that demonstrates the advantages of electric vehicles.

Presenter:
Roger Bennett, Professor of Marketing, London Metropolitan University, and Rohini Vijaygopal, Research Fellow, Open University, UK

15.15 – 15.35
Title: Towards a more sustainable urban mobility: how cities are building a cycling system. Paper No. 6.

How a social marketing perspective can help to develop a city cycling system? This empirical study compares 14 city bicycle plans from Australia, Canada, Italy, and USA through the lens of social marketing. It shows that social marketing provides an integrative framework useful to build a complete city bicycle system.

Presenter:
Carlo Mari, Associate Professor of Marketing, University of Molise

Closing Plenary Session

Chair – Dr Nadina Luca, University of York, ESMC Committee Member

Keynote speakers

Professor Victoria Wells – Sheffield University Business School: “The potential role of social marketing in encouraging employee pro-environmental behaviour”

Interest in employee pro-environmental behaviour (PEB) has increased in recent years as researchers have recognised that employee PEB differs in its motivation and scope, and is under-researched compared to home and consumption PEBs. The majority of this work has been grounded in organisational psychology (organisational greening) or HRM (green HRM) and although some social and internal marketing studies have started to examine this phenomenon there is still much scope for social marketing to tackle and encourage employee PEB. In response this presentation highlights what we know about this behaviour and the potential role social marketing could play in encouraging it.

Professor Christine Domegan – National University of Ireland Galway:“Initiating and Managing Disruptive Social Marketing”

In the drive for social change, social marketing is expanding its behavioural change and client-central roots in managerial marketing to embrace a marketing systems framework for client-embedded system-wide transformation. Key system attributes are identified and causally linked to external and internal change by MAS theory – Social Mechanisms, Action Fields, delivery Systems, the emergence of tangible and intangible infrastructure (MAS). Two wicked problems in health and sustainability (Operation Transformation and an EU H2020 Sea Change study) show how MAS theory identifies the critical drivers of underlying systems at micro, meso and macro levels, including co-evolution, macro-micro-macro self-organisation, highlighting framing, feedback and complexity dynamics. This presents the social marketer with new ways to initiate and potentially manage disruptive interventions for systemic change.”

Dr Philip Holden – University of Greenwich: ”A framework for Social Marketing higher education awards”

Initial proposals will be presented for the recognition of higher education in Social Marketing by ESMA.
It may lead to ESMA accrediting or endorsing awards as a way of reinforcing ESMA’s relationship with HE institutes in Europe and further afield and may help build towards the recognition of social marketing as a profession. Delegates will be invited to comment and to contribute their own experience in social marketing education and training.

Summing up: Johannes Parkkonen, Finnish Association for Mental Health, ESMA Board member

Thanks: Professor Jeff French, ESMC Chair, ESMA Board Member, CEO Strategic Social Marketing