Programme

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[PM download]

Half Day pre-workshop 15th May 2017
1 -5pm

Session facilitator: Nancy R Lee

Download the full workshop description and facilitator biographies here.

Title:  Developing a Social Marketing Plan to Succeed

Intended audience:
This session is targeted to those who want to learn more about the fundamental or core elements of social marketing and behaviour change strategies and how to implement them into program planning. The session will also be helpful to those currently responsible for creating intervention programs or those with a basic understanding of social marketing principles and concepts.

Session content overview:
Over the past 15 years, Nancy Lee and Philip Kotler have designed and refined a 10 Step Model for developing a Strategic Social Marketing Plan, and identified a principle for success at each step. This half day workshop will present, for each step: a detailed description, an illustrative case example from around the world, and a principle for success.

The workshop will be interactive, providing participants with brief hands-on opportunities to draft and share thoughts on key components of a plan.

Methodology:
The workshop will include a number of short presentations covering key techniques and information points. The session will also engage those attending in a number of interactive exercises and case study reviews from around the world to illustrate key learning points.

The workshop will equip participants to:

• Understand social marketing as a proven application of behavioural science to influencing social behaviour
• Introduce social marketing into the planning, conduct and evaluation of social change programmes using a ten step planning model
• Build on proven applications of social marketing in addressing a range of social issues across the globe

Places at the session are limited to 50.

[1 intro - download]
[2 The basics of Social Marketing - download]
[3 SM adding value - download]
[4 management and behaviour - download]
[5 Selecting the right intervention mix - download]
[6 Commissioning and Evaluation - download]
[7 final summing up - download]
[Handout masters - download]

Half Day pre-workshop 15th May 2017
1 – 5 pm

Title: How to develop effective evidence based programmes that influence positive social behaviour.

Session facilitators: Jeff French & Tom Beall.

Download the full workshop description and facilitator biographies here.

Intended audience:
This session is especially targeted to those responsible for introducing social marketing and behaviour change strategies into policy and program planning. The session also will be helpful to those responsible for commissioning related intervention programs and evaluations. Those attending this session should have some basic understanding of social marketing principles and concepts.

Session content overview:
This session will focus on how Social Marketing adds value to policy selection, strategy development and the operational delivery of programmes aimed at influencing positive social behaviour. The session will explain how management science, marketing science and behavioural science can be amalgamated using a social marketing approach to build and deliver programmes that work and are cost effective. The session will explore how a Social Marketing approach can guide the selection of the optimum mix of interventions to achieve programme goals and empower citizens. The session will also look at what funders and sponsors of programmes can do to ensure that programmes are developed and delivered in such a way as to enable meaningful evaluation and inform future investment decisions.

Methodology:
The workshop will include a number of short presentations covering key techniques and information points. The session will also engage those attending in a number of interactive exercises and case study reviews from around the wold to illustrate key learning points.

The workshop will equip participants to:
• Understand social marketing as a proven application of behavioural science to influencing social behaviour
• Introduce social marketing into the planning, conduct and evaluation of social change programmes
• Build on proven applications of social marketing in addressing a range of social issues across the globe

Places at the session are limited to 50.

Half Day pre-workshop 15th May 2017
1 – 5 pm

Title: Segmenting, Targeting and Reaching Your Audience Digitally

Session facilitators: Jeffrey Jordan, Rescue & Niels Kvaavik, Sprinklr

Download the full workshop description and facilitator biographies here.

Intended audience:
This session is designed for practitioners involved in the strategic planning and implementation of communication strategies for social marketing programs. It will be especially helpful to those looking for more effective methods to segment and target their audience on digital media.

Session content overview:
Major advancements in digital and social media technologies make it possible to target behavior change audience more precisely than ever. This technology can save public health organizations significant resources while increasing the effectiveness of their programs. But to take advantage of this technology, audiences must be segmented more than demographics alone and messages must be tailored to the lifestyles, interests and values of these segmented audiences.

This pre-conference workshop will show you how to segment, target and reach your audience to take advantage of the latest digital technologies. Jeff Jordan, President and Executive Creative Director at Rescue, a behavior change marketing company, will illustrate how to segment audiences using characteristics beyond demographics such as lifestyles, interests, and values. Then, he’ll demonstrate how this advanced segmentation technique can be used to tailor messages more effectively. Then, Niels Kvaavik from Sprinklr, will show you how to use the latest digital technologies to deliver these messages to your audiences. Niels will walk you through a framework of how to use what you already know about your audiences, to reach them more effectively using technology and the power of the social networks to deliver and measure the impact of your marketing your key messages.

Finally, the presenters will present case studies of social marketing and behavior change campaigns that are effectively using these strategies to cause change at the local and national level.

Methodology:
The workshop will include presentations and case study examples to illustrate various strategies and approaches. The session will also challenge attendees with multiple group activities to apply the lessons of their behavior change challenges.
During this session, participants can expect to learn how to:
• Segment populations using lifestyles, interests and values;
• Tailor messages to reach segmented audiences;
• Use digital tools to deliver your messages to highly targeted audiences with minimal waste;
• Measure behavioral intentions online,
• Evaluate the reach and impact of your digital campaigns;
• Understand the key digital strategies of successful social marketing campaigns today.

Half Day pre-workshop 15th May 2017
1 – 5pm

Title: Taking It to the Streets: Social Marketing for Community Coalitions

Download the full workshop description and facilitator biographies here.

Session facilitators:
Jean Synodinos (jeanlsynodinos@gmail.com)
Patrick Cook (pcook935@gmail.com)

Session content overview:
While the practice of social marketing is a powerful tool that enables communities to make meaningful social change, it is not always possible for many community-based organizations (CBOs) and local government organizations to implement a full social marketing campaign to fidelity, particularly one that relies heavily on extensive formative research, rigorous commitment to the 4 Ps, and behavior change as the bottom line. However, even though these groups may not be able to mount a full campaign, they can benefit from the insights and practices of social marketing. For more than 10 years working with the US Centers for Disease Control and Prevention (CDC), the US Department of Education, and the Substance Abuse and Mental Health Services Administration, Jean Synodinos and Patrick Cook have worked with hundreds of CBOs, local government agencies, school districts, and collaboratives, helping them to develop strategic communications and community engagement efforts that are infused with the best practices of social marketing.

Grounded in the concept of “Give a man a fish and you’ve fed him for a day; teach a man to fish and you’ve fed him for a lifetime,” this workshop is intended for leaders and program managers of local and regional governmental and nongovernmental agencies who are intrigued by the possibilities of social marketing, but unsure about how best to implement in their community or jurisdiction.

Methodology:
Using an easy-to-follow 8-step planning model that builds on the National Cancer Institute’s Making Health Communication Work (2004) and Kotler, Roberto, and Lee’s Social Marketing: Improving the Quality of Life (2nd Edition, 2002), this capacity-building approach has helped communities benefit from the best practices of social marketing even though they may not have the resources or support to develop and implement a full social marketing campaign. Giving them the insights and skills to “think like a social marketer,” the leaders and staff members of more than 500 CBOs and community coalitions have all benefited from Ms. Synodinos and Mr. Cook’s unique approach to making social marketing accessible and applicable to major public health issues, from youth violence and suicide prevention to active living and healthy eating promotion.

In this preconference workshop, participants will learn:

1. The essentials of social marketing and how it differs from other approaches to communications and community engagement
2. An approach to strategic communications and community engagement that incorporates the best practices and insights of social marketing
3. A process and a set of tools for helping community-based organizations, local government agencies, and community coalitions incorporate a social marketing approach to their communications and engagement efforts.

Places at the session are limited to 50.

Location: Main conference foyer, Second floor, Renaissance Arlington Captial View Hotel.

Timings: 6.00 – 8.00 pm / Free to all delegates

Join Vanguard Communications, the World Social Marketing Conference Committee, workshop facilitators, and delegates for free drinks and networking. Maria Rodriguez, President of Vanguard Communications, will give remarks on the evolving social marketing landscape.

Welcoming remarks:
Maria Rodriguez > President, Vanguard Communications

About Vanguard Communications
Vanguard Communications is a Hispanic woman-owned public relations and social marketing firm whose work is powered by and for people — the individuals, families and communities whose voices are the fuel for change. Since 1987, Vanguard has worked in the areas of health, wellness, energy, environment, education, international development, and diversity and inclusion to foster healthy communities and a thriving planet.

Welcome to WSMC 2017

Official welcome to the 5th World Social Marketing conference from the conference chair and organizing committee.

Professor Jeff French, Conference Chair, CEO Strategic Social Marketing &  Professor Doug Evans, Academic Conference Chair, George Washington University

Keynote presentations:

• Rafael Obregon, Chief of the Communication for Development Section, UNICEF

Rafael Obregon, Ph.D. is Chief of the Communication for Development Section, United Nations Children’s Fund, New York. Prior to joining UNICEF he was an Associate Professor in School of Media Arts & Studies, and Director of the Communication and Development Studies Program, Center for International Studies, at Ohio University. He has an extensive teaching, research and professional experience in development and health communication, and international development. He was an associate professor at the Department of Social Communication at Colombia’s Universidad del Norte (1997-2002), where he serves as an adjunct faculty.
He is a member of the review board of several journals, including the Journal of Health Communication, and serves as guest reviewer of Social Science Medicine, Health Policy Journal, and Biomedcentral. He is a member of several international associations including the International Communication Association and the Latin American Association of Communication Researchers. He has published numerous books, peer-reviewed journal articles, book chapters, and technical reports, including the Handbook of Development Communication and Social Change, Wiley, 2014, and The Handbook of Global Health Communication (2012).
He earned a doctorate in Mass Communication, Pennsylvania State University, an M.A. in International Affairs, Ohio University; and a B.A. in Social Communication and Journalism, Universidad Autonoma, Colombia.

• Nisreen Qatamish, Director General, King Hussain Cancer Foundation

[download] [Watch Video]

Nisreen Qatamish has over 14 years of experience supporting development projects in Jordan and possess a passion for transformation, innovation and excellence.

Nisreen brings a keen knowledge of the importance of understanding the local and regional context when developing interventions with a specific focus on gender, women issues, youth issues or health issues.

Keynote presentation

• Jeff Jordan, President and Executive Creative Director, Rescue

[download] [Watch Video]

Minimal Waste, Maximum Impact: Using Psychographic Segmentation in Social Marketing

Often faced with scarce resources, Social Marketing programs must ensure that funds are focused on strategies that reach subpopulations with concentrations of individuals needing to change. Psychographic segmentation is an advanced segmentation strategy commonly used by commercial marketers but rarely used in Social Marketing. By segmenting populations based on lifestyles, values, interests, and behaviors, Psychographic Segmentation creates segments that can have high concentrations of those needing change while providing critical insights to design more effectively tailored strategies. No matter the target age group of a program, Social Marketers can more effectively use resources to achieve maximum impact by advancing beyond demographic segmentation to Psychographic Segmentation.

Jeff is President and Executive Creative Director of Rescue Social Change Group, a behaviour change marketing company. His passion for social change began in high school when he volunteered for an anti-tobacco group. Observing the lack of effective social marketing services, he started Rescue Social Change Group when he was 17 years old. While growing Rescue SCG, Jeff studied Marketing for his undergraduate degree and received a Master’s in Experimental Psychology from the University of California, San Diego. Today, Jeff has led Rescue SCG’s growth to five offices in the US and managing over two dozen behaviour change programs across North America, tackling issues such as tobacco, obesity and violence.

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10.45 – 11.45: PANEL SESSION

Panel session: “The Soda Wars: Lessons learned from 30+ years of tobacco advocacy.”
Chaired by: Chris Palmedo, Associate Professor of Media, Marketing and Communications, City University of New York

[download]

Some of the themes this panel will cover:

• Exploring the “pages taken out of the playbook of big tobacco.” This includes funding academic institutions, community investments, deceptive messaging and government relations including Stan Glanz’s recent Harvard expose.

• Identifying the viability of countermarketing and counter-advertising strategies.

• Exploring strategies for messaging and framing.

• Discussing specific challenges with food that may not correspond with tobacco (i.e. everyone eats, but not everyone smokes).

Panellists:

• Danny McGoldrick, Vice President, Global Health Advocacy Incubator at Campaign for Tobacco-Free Kids

• Becky Freeman, NHMRC Early Career Research Fellow, School of Public Health, The University of Sydney

• Lucy Popova, Assistant Professor, Health Promotion & Behaviour, Georgia State University

11.45 – 12.15: Special Session

Session title: Branding in Obesity Prevention: A Vision for a Branded System of Nutrition and Exercise Programs

Session chair: Jeff Jordan and Kristin Carroll

Obesity prevention is a complex challenge that requires programs to engage their audiences in different ways at different times and places. The competition (ie: fast food, soda, snacks, etc.) have developed sophisticated branding systems to efficiently and effectively motivate their segmented audiences to consume their products. We will discuss how a branded system of social marketing programs can help obesity prevention efforts compete with these corporations.

Audience: Social Marketers involved at any capacity in obesity prevention programs.

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10.45 – 11.00: Presentation

Session title: Outcome Harvesting:  A Complexity-Aware Evaluation Methodology for Assessing SBCC Capacity Strengthening in Ethiopia

Conference track: Influencing complex, multi-faceted global policy challenges

Paper type: Academic

Presenter: Lindsey Leslie, Program Officer, Johns Hopkins Center for Communication Programs

Co-authors: Tilly A. Gurman, Research Director, Health Communication Capacity Collaborative, Johns Hopkins Center for Communication Programs; Grace Awantang, Monitoring & Evaluation Advisor, Health Communication Capacity Collaborative, Johns Hopkins Center for Communication Programs

Paper no. 134
[download]

11.05 – 11.20: Presentation

Session title: The journey to clean cooking: Insights from Kenya and Zambia

Conference track: Promoting Health and wellbeing

Paper type: Academic

Presenter: Fiona Lambe, Research Fellow, Stockholm Environment Institute (SEI)

Authors: Marie Jürisoo, Research Fellow, SEI, Hannah Wanjiru, Research Associate SEI, Oliver Johnson, Research Associate, SEI

Paper no. 100
[download]

11.25 – 11.40: Presentation

Session title: To increase acceptability of long-acting reversible contraceptive methods as safe, effective options for youth.

Conference track: Promoting Health and wellbeing

Paper type: Practice

Presenter: Erin Portillo, HC3 Family Planning Program Officer II, CCP

Authors: Allison Mobley, HC3 Senior Program Officer, CCP; Arzum Ciloglu, FP Technical Lead, CCP; Rena Greifinger, Technical Advisor, Youth, Sexual and Reproductive Health and Tuberculosis, PSI

Paper no. 77
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11.45 – 12.00: Presentation

Session title: Get Kol Art… Pik Welbodi Promoting Peace of Mind by Taking Positive Actions for Women’s and Girls’ Health

Conference track: Promoting Health and wellbeing

Paper type: Practice

Presenter: Jane Brown, Program Director, Johns Hopkins Center for Communication Programs

Authors: Dr. Kuor Kumoji, Senior Research Advisor, Johns Hopkins Center for Communication Programs

Paper no. 86
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10.45 – 11.00: Presentation

Session title: Promoting Quality Malaria Medicines through Social and Behavior Change Communication

Conference track: Promoting Health and wellbeing

Presenter: Corinne Fordham, Program Officer, Johns Hopkins Center for Communication Programs

Co-authors: Nan Lewicky, Senior Program Officer II; Cheryl Lettenmaier, Senior Health Communication Advisor; Priya Parikh, Program Specialist, Johns Hopkins Center for Communication Programs

Paper no. 137
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11.05 – 11.20: Presentation

Session title: United for Healthier Kids

Conference track: Promoting Health and wellbeing

Paper type: Practice

Presenter: Barbara Sapunar, Nestlé Brazil, In Society Head

Co-authors: Samantha Bull, United for Healthier Kids Manager, Dra. Vera Rita de Mello Ferreira, psicanalyst specialized on behavior economics

Paper no. 131

11.25 – 11.40: Presentation

Session title: Applying Social Marketing Principles and Methods to Preventing Type 2 Diabetes

Conference track: Promoting Health and wellbeing

Paper type: Practice

Presenter: Judith A. McDivitt, Team Leader, Division of Diabetes Translation, U.S. Centers for Disease Control and Prevention

Authors: Joshua M. Petty, Health Communication Specialist, Division of Diabetes Translation, U.S. Centers for Disease Control and Prevention

Paper no. 28
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11.45 – 12.00: Presentation

Session title: Gender Responsiveness of Social Marketing Interventions

Conference track: Promoting Health and wellbeing

Paper type: Student

Presenter: Nathaly Aya Pastrana, BeCHANGE Research Group, Universitá della Svizzera italiana

Authors: Dr. Claire Somerville, Executive Director, Gender Centre, The Graduate Institute Geneva, Prof. Dr. L Suzanne Suggs, BeCHANGE Research Group, Universitá della Svizzera italiana

Paper no. 57
[download]

10.45 – 11.00: Presentation

Session title: The Influence of Resilience and Parenting Style on Children’s Dietary Behaviour

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Academic

Presenter: Matthew Wood, Principal Lecturer, University of Brighton

Paper no. 36
[download]

11.05 – 11.20: Presentation

Session title: The Lead My Learning Campaign: promoting educational futures

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Academic

Presenters: Prof Valerie Harwood & Nyssa Murray, University of Wollongong

Paper no. 23
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11.25 – 11.40: Presentation

Session title: The importance of Aboriginal protocols in a campaign that addresses educational disadvantage

Conference track: Developmental / Experiential

Presenter: Prof Valerie Harwood & Nyssa Murray, University of Wollongong

Paper no. 168

11.45 – 12.00: Presentation

Session title: Ujjwal Partnership to Scale up Public Health Solutions through the Private Commercial Sector in India for Positive Impact

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Practice

Presenter: Dr Amit Bhanot, Senior Regional Health Advisor, Palladium EMEA

Co-authors: Tanya Liberhan, Manager, Health Practice, Palladium EMEA, Dr Jabulani Nyenwa, Director, Health Practice, Palladium EMEA

Paper no. 148
[download]

10.45 – 11.45: PANEL SESSION

Panel Session: “Using systems thinking in social marketing to tackle complex social problems”
Chaired by: Dr Ross Gordon, Associate Professor, Department of Marketing and Management, Macquarie University, Sydney

Panellists:

- Professor John Sterman, MIT

- Phillippe Vandenbroeck, ShiftN

- Professor Jeff French, CEO Strategic Social Marketing

11.45 – 12.15: WORKSHOP

Session title: Digital Dos and Don’ts for Behaviour Change

Paper type: Developmental / Experiential

Presenter: Melissa K Blair, Social Marketing & Digital Consultant, MKB Consulting

The aim of this workshop is to help social marketers understand the latest dos and don’ts in digital communication and social media when integrating with the principles of social marketing to develop online behaviour change programmes.

Paper no. 164
[download]

10.45 – 11.15: WORKSHOP

Session title: Innovating measurement methods for a global public health programme United for Healthier Kids 

This workshop will address challenges and approaches in programme evaluation methods.

Paper type: Developmental / Experiential

Presenters: Adam Drewnowski PhD. Director of the Center for Public Health Nutrition, School of Public Health, University of Washington, Petra Klassen Wigger PhD. Scientific Advisor, Corporate Nutrition, Health & Wellness Unit, Nestlé, Zoe Healey PhD. Head of Scientific Strategy, EU, inVentiv Health

Paper no. 180
[download]

11.20 – 12.00: WORKSHOP

Session title: Communication Without Borders: Why HIV/AIDS Prevention Messages Increasingly Incorporate New Media

This interactive session explores ways HIV/AIDS interventions can most effectively exploit the benefits of both “old” and “new” media tools.

Paper type: Developmental / Experiential

Presenter: Dr. Ruth Massingill, associate professor, Sam Houston State University

Paper no. 171
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10.45 – 11.00

Session title: Social Marketing Collaborative Working With Rural Landowners To Protect Their Forest For Wildlife Habitat

Conference track: Global climate change, environmental protection and sustainability

Paper type: Practice

Presenters: Kelley Dennings,Social Marketing Association of North America, President and Action Research, Director of Social Marketing; Mary Tyrrell, Yale University, SFFI Director

Paper no. 29
[download]

11.05 – 11.20

Session title: Adapting Bronfenbrenner’s Bio-ecology Theory to Enhance Social Marketing

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: Dr Alan Shaw, Senior Lecturer: Marketing, University of Huddersfield

Paper no. 42
[download]

11.25 – 11.40

Session title: Measuring the impact of a radio drama on bushmeat consumption and why it matters

Conference track: Global climate change, environmental protection and sustainability

Paper type: Academic

Presenter: Diogo Veríssimo, David H. Smith Conservation Research Fellow, Johns Hopkins University

Co-authors: Carina Schmid, PCI Media Impact, Heather E. Eves, Virginia Polytechnic Institute and State UniversityDiogo Veríssimo (Presenter) David H. Smith Conservation Research Fellow, Johns Hopkins University, USA Carina Schmid PCI Media Impact, USA Heather E. Eves Virginia Polytechnic Institute and State University, USA

Paper no. 40

11.45 – 12.00

Session title: Two Recent Landmark Case Studies Show Sustained Impacts After One Year, Illustrate How to Research and Tailor Campaigns Neighborhood by Neighborhood

Conference track: Global climate change, environmental protection and sustainability

Paper type: Practice

Presenter: Jay Kassirer, President of Cullbridge, G.M. of Tools of Change

Paper no. 14
[download]

10.45 – 11.00

Session title: How Do Alcohol Portrayals in Movies Affect their Audience? Evidence from a Field Study

Conference track: Reducing the impact of substance misuse

Paper type: Academic

Presenter: Cristel Russell, American University, Professor of Marketing

Co-authors: Ignacio Redondo, Professor of Marketing, Universidad Autónoma de Madrid, Spain; Jorge Bernal, Professor of Marketing, University of Tarapacá, Chile

Paper no. 15
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11.05 – 11.20

Session title: Can a Community Address Underage Drinking? Yes, It Can!

Conference track: Reducing the impact of substance misuse

Paper type: Academic

Presenter: Sandra Jones, Professor and Director, Centre for Health and Social Research, Australian Catholic University

Co-authors: Kelly Andrews, Program Manager & Kate Francis, Research Officer, Centre for Health and Social Research, Australian Catholic University

Paper no. 44
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11.25 – 11.40

Session title: Keep What You’ve Earned: Promoting Responsible Drinking in the U.S. Navy

Conference track: Reducing the impact of substance misuse

Paper type: Practice

Presenters: Caroline Miles, Booz Allen Hamilton, Associate; Kristina Cook, Booz Allen Hamilton, Senior Associate

Co-authors: Teha Kennard, Booz Allen Hamilton, Senior Associate

Paper no. 89
[download]

11.45 – 12.00

Session title: END SMART Model: A Social Marketing Approach for Tobacco Control

Conference track: Reducing the impact of substance misuse

Paper type: Academic

Presenter: Ramesh Ghandi, Gandhi Foundation, Jaipur

Co-authors: Dr Gitika Kapoor, Poddar Institute of Management, University of Rajasthan

Paper no. 151
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13.15 – 13.20: Session welcome: Social Marketing, looking to the future

John Bromley, Director, The National Social Marketing Centre

13.20 – 14.15: “Social Marketing: The Next Generation”

Chair: Dr Nadia Zainuddin, University of Wollongong

This special session follows up on the successful “Future Speaks” panel session from the 2013 World Social Marketing Conference in Toronto, and the “The Future > The Now Speaks” panel session from the 2015 World Social Marketing Conference in Sydney. This session will feature a panel of emerging social marketing academics and practitioners discussing some of the most important issues and challenges in the field.

Presenters:

• Diogo Veríssimo, David H. Smith Conservation Research Fellow, Rare & Johns Hopkins University: Marketing biodiversity conservation in the age of learning
  [Watch Video]

• Nathaly Aya Pastrana, Doctoral Student and Research Assistant, BeCHANGE Research Group, Institute for Public Communication, Universitá della Svizzera italiana: Beyond Salsa, Samba and Tango: Social Marketing in Latin America
  [Watch Video]

• Natalie Bowring, Masters Student, Queensland University of Technology When Disciplines Collide: Insights and future direction for social marketing and health promotion collaboration
  [Watch Video]

• Janicia Moore, Account Executive, Hager Sharp More Than Messengers: Creating Change [Watch Video]
  [Notes - download]
  [Slides - download]

Panel session: ”Food for Thought – Engaging Companies as Agents of Change to Influence Behaviour for Social Good”
Chaired by: Tom Beall, Social Marketing and Health Communication Consultant; Founding

This session will compare and contrast different examples of how businesses are engaged in helping to address “wicked problems” that are so complex and of a magnitude that governments and the non-profit sector alone cannot adequately address them.  This track will seek to identify how cross sector action, joint learning and coordination can be fostered.

Panelists:

• Petra Klassen Wigger, Scientific Advisor, Corporate Nutrition and Wellness Unit, Nestle, Switzerland

• Julie Ipe, Senior Manager, Behavior Change Communications at the Global Alliance for Clean Cookstoves

• Jennifer Wayman, CEO and President, Hager Sharp

14.15 – 14.30: Presentation

Session title: What’s health got to do with it? Testing marketing messages for clean cookstoves in Cambodia and Kenya

Conference track: Promoting global health and wellbeing

Paper type: Academic

Presenter: Fiona Lambe, Research Fellow, Stockholm Environment Institute (SEI)

Co-authors: Caroline Ochieng, Research Fellow, SEI & Oliver Johnson, Senior Research Fellow, SEI

Paper no. 101
[download]

14.35 – 14.50: Presentation

Session title: Impact of a 35-month radio campaign addressing key lifesaving family behaviours for child survival in rural Burkina Faso: Results from a cluster randomised trial

Conference track: Reducing global communicable disease through behavioural influence

Paper type: Academic

Presenter: Cathryn Wood, Director of Strategy & Development, Development Media International

Co-authors: Dr Jo Murray, Head of Research; Will Snell, Former Director of Strategy & Development, Development Media International; Roy Head, CEO, Development Media International

Paper no. 21 ­­­
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14.55 – 15.10: Presentation

Session title: Focus on benefits of childbirth spacing to promote contraceptive use in a pro-natalist society

Conference track: Developmental / Experiential

Presenter: Ian Tweedie, Team Leader, HC3 Nigeria, Johns Hopkins Center for Communication Programs

Co-authors: Anna Anna McCartney-Melstad (Chief of Party, HC3 Nigeria), Shittu Abdu-Aguye (Deputy Director – Family Planning, HC3 Nigeria), Usman Usman (Senior Technical Advisor – Social Mobilisation), Missy Eusebio (Intern, HC3) and Tina Dickenson (Program Officer II, HC3 Nigeria). Health Communication Capacity Collaborative (HC3) Project.

Paper no. 173
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14.15 – 14.30: Presentation

Session title: Customized Evidence Based Community Interventions: Impact Evaluation on Behavior Change for Breast Cancer Early Detection

Conference track: Promoting global health and wellbeing

Paper type: Practice

Presenter: Rasha Izzeddin Fakhereddin, Senior Manager, Communication & Social Marketing Department, Jordan Breast Cancer Program

Co-authors: Batool Darweesh Al Jammal, Training & Outreach Manager, Communication & Social Marketing Department, Jordan Breast Cancer Program; Nisreen Qatamish, General Directer of King Hussen Cancer Foundation, Director of Jordan Breast Cancer Program.

Paper no. 6
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14.35 – 14.50: Presentation

Session title: Effects of a Social Marketing Web, e-Mail and SMS Intervention on Children’s Food Consumption: a Randomized Controlled Trial

Conference track: Promoting global health and wellbeing

Paper type: Academic

Presenter: Natalie Rangelov, Phd student, Institute of Public Communication (ICP), Faculty of Communication Sciences, Universitá della Svizzera italiana

Co-authors: Sara Delle Bella, post-doc researcher, ICP, Faculty of Communication Sciences, Universitá della Svizzera italiana; L.Suzanne Suggs, Associate Professor, ICP, Faculty of Communication Sciences, Universitá della Svizzera italiana; Pedro Marques-Vidal, Associate Professor, Internal Medicine, Faculty of Biology and Medicine, -University of Lausanne, Lausanne University Hospital (CHUV)

Paper no. 61
[download]

14.15 – 14.30: Presentation

Session title: A National Policy Process on Social Marketing: The British Case

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: Carlos Oliveira Santos, Assistant Professor, University of Lisbon

Paper no. 152
[download]

14.35 – 14.50: Presentation

Session title: SAFE Work Manitoba – Workplace Injury Prevention Program

Conference track: Increasing return on social policy investment on influencing behaviour

Paper type: Practice

Presenter: Hilary Friesen, Client Services Manager, ChangeMakers

Co-authors: Correy Myco, President & CEO, ChangeMakers; Angela Sylvester, Client Services Manager, ChangeMakers

Paper no. 120
[download]

14.15 – 14.30: Presentation

Session title: The Uses of Neuroscience Methodologies to Improve Communications Effectiveness

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: Patty Goldman, VP, Strategy & Evaluation, Ad Council

Co-authors: Michael Smith, PhD, MBA. VP, Consumer Neuroscience Solutions, Nielsen.

Paper no. 96
[download]

14.35 – 14.50: Presentation

Session title: Applying Tailored Messaging to Reach a Targeted Audience Segment

Conference track: Developmental / Experiential

Presenters: Brandon Tate, Account Director – Rescue | The Behavior Change Agency

Shay Abagat, This Free Life Campaign Assistant Manager – FDA, Center for Tobacco Products

Paper no. 193
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14.55 – 15.10: Presentation

Session title: Using Influencers and Experiential Tactics in Health Communications

Conference track: Developmental / Experiential

Presenters: Dina Weldin, Account Director – Rescue | The Behavior Change Agency

Ashley Smith, This Free Life Campaign Manager – FDA, Center for Tobacco Products

Paper no. 191
[download]

14.15 – 14.30: Presentation

Session title: Leveraging Segmentation for the Greatest Impact: Aligning Subpopulation Motivations and Social Marketing Strategies

Conference track: Developmental / Experiential

Presenters: Michelle Bellon, Sr. Director of Integration Marketing Strategies – Rescue | The Behavior Change Agency

Jeff Jordan, President – Rescue | The Behavior Change Agency

Paper no. 197
[download]

14.35 – 15.15: WORKSHOP

Session title: The 4 P’s of Mature Sex: Power, Persuasion, Permission and Pleasure

Conference track: Developmental / Experiential

Presenter: Natalie Bowring, Masters Student, Queensland University of Technology

Paper no. 166
[download]

14.15 – 14.30: Presentation

Session title: Making It Count: Getting Small-Scale Fishers in the Philippines to Voluntarily Practice Fish Catch Monitoring

Conference track: Developmental / Experiential

Presenter: Fel Ceasar Cadiz, Director, Program Implementation, Rare

Co-authors: Frances Michelle Pascual, Behavior Change Communications Advisor, Rare; Pablo Rojas Jr., Senior Manager, Monitoring and Evaluation, Rare; Dean Apistar, Manager, Monitoring and Evaluation, Rare

Paper no. 170
[download]

14.35 – 14.50: Presentation

Session title: Home-Grown Influence Campaigns: Strategies for Boosting Social Marketing Efforts in Farm Populations

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: Pamela J. Tinc, Senior Research Coordinator, Northeast Center for Occupational Health and Safety: Agriculture, Forestry, and Fishing

Co-authors: Julie A. Sorensen, Director, Northeast Center for Occupational Health and Safety: Agriculture, Forestry, and Fishing

Paper no. 5
[download]

14.55 – 15.10: Presentation

Session title: Health and Energy Behavior Change Campaigns in the Military: Harnessing the Power of Social Norms

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Practice

Presenters: Laura Michael, Lead Associate, Booz Allen Hamilton & Kristina Cook, Senior Associate, Booz Allen Hamilton

Paper no. 73
[download]

14.15 – 14.30: Presentation

Session title: Countering violent extremism in the west: Can social marketing help?

Conference track: Reducing crime and poverty and promoting safety and security

Paper type: Academic

Presenter: Renata Anibaldi, Senior Research Assistant, Social Marketing @ Griffith, Griffith University & Prof Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith, Griffith University

Paper no. 41
[download]

14.35 – 14.50: Presentation

Session title: Preventing Economic Abuse in Young Adults: Implications for the Development of Social Marketing Strategies

Conference track: Reducing crime and poverty and promoting safety and security

Paper type: Student

Presenter: Professor Mike Reid, Deputy Head, School of Economics Finance & Marketing, RMIT University, Melbourne, Australia

Co-authors: Jozica J Kutin PhD Candidate & Professor Roslyn Russell, Principal Research Fellow, School of Economics Finance & Marketing, RMIT University, Melbourne, Australia

Paper no. 51
[download]

14.55 – 15.10: Presentation

Session title: Social Marketing for Good Governance

Conference track: Reducing crime and poverty and promoting safety and security

Paper type: Developmental / Experiential

Presenter: Anne Constantino, Senior Consultant & Managing Director, Precision Strategies Asia

Paper no. 192
[download]

15.45 – 16.45: PANEL SESSION

Commissioners in Conversation

This panel will be made up or representatives of organisations who fund social marketing programmes and projects. The aim of the panel is to provide insights into the needs of those organisations and agencies who commission the development, delivery  and evaluate social marketing programmes and projects. The panel will  focus on how mutually positive relationships can be established and maintained between those commissioning / funding programmes and those responsible for delivery. The session will be practical in nature focusing on what to do and what not to do to enhance the probability of successful applications, how to agree programme delivery targets and how to manage the ongoing relationship between funder and provider.

Chair: Jacqueline Devine, World Bank

Panellists:

• Dr. John Lumpkin, Robert Wood Johnson Foundation

• Rafael Obregon, UNICEF

• Anton Schneider, USAID

15.45 – 16.00: Presentation

Session title: Understand: Developing the UNICEF Malawi handwashing with soap program

Conference track: Reducing global communicable disease through behavioural influence

Paper type: Academic

Presenter: Abi Badejo, Research Fellow, Social Marketing @ Griffith, Griffith University, Brisbane Australia

Co-authors: Dr Joy Parkinson, Social Marketing @ Griffith, Griffith University, Brisbane Australia, Philip C. Mkandawire, PSI Malawi, Violet Tembo, UNICEF Malawi, Dr Timo Dietrich, Social Marketing @ Griffith, Griffith University, Brisbane Australia, Dr Mohammad Kadir, Social Marketing @ Griffith, Griffith University, Brisbane Australia

Paper no. 54
[download]

16.05 – 16.20: Presentation

Session title: Social Marketing Interventions for Neglected Tropical Diseases: A Systematic Review

Conference track: Reducing global communicable disease through behavioural influence

Paper type: Student

Presenter: Nathaly Aya Pastrana, BeCHANGE Research Group, Universitá della Svizzera italiana

Co-authors: Dr. J Jaime Miranda, CRONICAS Centre of Excellence in Chronic Diseases, Universidad Peruana Cayetano Heredia, Dr. David Beran, Geneva University Hospitals, University of Geneva, Prof. Dr. L Suzanne Suggs, BeCHANGE Research Group, Institute for Public Communication, Faculty of Communication Sciences, Universitá della Svizzera italiana

Paper no. 56
[download] [Watch Video]

16.25 – 16.40: Presentation

Session title: ‘A good night sleep’ – repositioning mosquito nets as a lifestyle commodity to create a market and increase consistent use in Uganda.

Conference track: Reducing global communicable disease through behavioural influence

Paper type: Practice

Presenter: David Ochieng, Head of Communications, Malaria Consortium Uganda

Co-authors: Dr Julian Atim & Viola Nampeera, Malaria Consortium Uganda

Paper no. 31
[download]

15.45 – 16.00: Presentation

Session title: Shifting Family Planning Positioning from Health to Development in Jordan: Impact on Family Size Social Norm and Attitudes towards Family Planning 

Conference track: Promoting global health and wellbeing

Paper type: Practice

Presenter: Hana Banat, SBCC Senior Advisor / Jordan Communication, Advocacy and Policy project. Abt Associates

Co-authors: Houda Khayame / DCOP Jordan Communication, Advocacy and Policy project. Abt Associates, Gael O’Sullivan, Principal Associate – International Health Division. Abt Associates, Carla White, M&E Senior Advisor- Jordan Communication, Advocacy and Policy project. Abt Associates, Malak Al Oury: Director of Maternal and Child Health Directorate – Ministry of Health Jordan

Paper no. 66
[download]

16.05 – 16.20: Presentation

Session title: Connecting the Inner Motivation of Target Audiences to Desired Behaviors to Increase Child Survival in Mozambique

Conference track: Promoting global health and wellbeing

Paper type: Academic

Presenter: Sean Southey, CEO PCI Media Impact

Co-authors: Massimiliano Sani, UNICEF Mozambique; Luca Solimeo, UNICEF Mozambique; Yolanda Carreira, UNICEF Mozambique; Carina Schmid, Programs Manager PCI Media Impact

Paper no. 90
[download]

16.25 – 16.40: Presentation

Session title: Using Mobile phone Technology to Increase Access to Clinical Counseling and Testing Services through the SMS Service Locator.

Conference track: Promoting global health and wellbeing

Paper type: Practice

Presenter: Francis Nsanga, Knowledge Manager, Uganda Health Marketing Group (UHMG)

Co-authors: Denis Ahairwe, Chief of Party, UHMG; Jonathan Magoola, Head Strategic Information and Innovations, UHMG; Joyce Tamale, Managing Director, UHMG

Paper no. 85
[download]

15.45 – 16.00: Presentation

Session title: From systems to social marketing: The case of tobacco

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Academic

Presenter: Hamilton Coimbra Carvalho – PhD candidate, University of São Paulo

Co-authors: José Afonso Mazzon, Full professor, University of São Paulo; Joaquim Rocha Santos, Assistant professor, University of São Paulo

Paper no. 58
[download]

16.05 – 16.20: Presentation

Session title: Inclusive Promotion of Health and Wellbeing in vulnerable population groups (PROMEQ)

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Academic

Presenter: Professor Marja Vaarama, University of Eastern Finland (UEF)

Co-authors: Professor emeritus Richard Pieper, UEF; Adjunct Professor Tomi Mäki-Opas, UEF

Paper no. 59
[download]

16.25 – 16.40: Presentation

Session title: How We Should Communicate with Immigrants: Lessons from the Seguro Popular Healthcare Project

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Academic

Presenter: Robert Courtney Smith, Professor & Don Waisanen, Associate Professor, Baruch College, CUNY

Co-authors: Guillermo Yrizar Barbosa, Ph.D. Candidate, Graduate Center, CUNY

Paper no. 68

15.45 – 16.45: PANEL SESSION

Session title: Social Marketing Planning Models

A wide ranging discussion not only about various marketing planning frameworks and their relative pros and cons, but also about the value of and barriers to use of any systematic framework in real world contexts.  To feature representatives presenting CDCynergy, COMBI and the recently published European Center for Disease Control (ECDC) Technical Guide to Social Marketing.

Chair: May Kennedy, Virginia Commonwealth University

Panellists:

• Professor Jeff French, Conference Chair, CEO Strategic Social Marketing

• Lynn Sokler, Senior Communication Advisor, CDC

• Dr Livingston White, The University of the West Indies

[download]

15.45 – 16.00: Presentation

Session title: Using Influencers and Interactive Digital Experiences as the Catalyst for Behavior Change Amongst LGBT Young Adults

Conference track: Developmental / Experiential

Presenter: Brandon Tate, Account Director – Rescue | The Behavior Change Agency

Shay Abagat, This Free Life Campaign Assistant Manager – FDA, Center for Tobacco Products

Paper no. 194
[download]

16.05 – 16.45: WORKSHOP

Session title: ‘Eating On Purpose?’ A SM Approach To Accessing The Nottingham Social Eating Movement.

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Developmental / Experiential

Presenter: Marsha Smith, Visiting Fellow, The Nottingham Trent University

Paper no. 184
[download]

15.45 – 16.00: Presentation

Session title: iAnimal – Using Virtual Reality to Increase Plant-Based Eating: Can 360 virtual reality help your organization change behavior?

Conference track: Advancing theory, research and technology in social marketing

Paper type: Practice

Presenter: Caryn Ginsberg, Strategic Visualyst, Priority Ventures Group

Paper no. 97
[download]

16.05 – 16.20: Presentation

Session title: Indonesia’s Clean Stove Initiative: Too Many Cooks Spoil the Social Marketing Broth

Conference track: Promoting global health and wellbeing

Paper type: Practice

Presenter: Dr. Nicholas Goodwin, Director, Tulodo

Paper no. 150
[download]

16.25 – 16.40: Presentation

Session title: I am what I believe: The importance of socially shared beliefs for social marketing programs

Conference track: Advancing theory, research and technology in social marketing

Paper type: Student

Presenter: Citlali Calderon, Tecnologico De Monterrey, Egade Business School

Paper no. 17
[download]

15.45 – 16.00: Presentation

Session title: Self-efficacy techniques used in Physical Activity interventions targeting adults: a systematic literature review (2007-2015)

Conference track: Advancing theory, research and technology in social marketing

Paper type: Student

Presenter: Haruka Fujihira, PhD candidate, Social Marketing @ Griffith, Griffith University

Co-authors: Dr. Joy Parkinson, Research fellow & Prof. Sharyn Rundle-Thiele, Director of Social Marketing @ Griffith, Griffith University

Paper no. 165
[download]

16.05 – 16.40: SPECIAL SESSION

Session title: Using Social Marketing to Promote Ethics in Tanzania’s Public Service

Presenter: Jim Mintz, Managing Partner & Senior Consultant – Centre of Excellence for Public Sector Marketing (CEPSM)

In this presentation, Jim Mintz will describe how CEPSM used a social marketing approach designed for a developing country to change attitudes and behaviours on ethics in the Tanzanian public service.

[download]

16.45 – 16.50: Welcome & Introduction

Session Chair: Kevin Green, Sr. Manager, Behavioral & Social Science, RARE

16.50 – 17.20: Keynote

• Professor John Sterman, Director, MIT System Dynamics Group

[download] [Watch Video]

John D. Sterman is the Jay W. Forrester Professor of Management at the MIT Sloan School of Management and a Professor in the MIT Institute for Data, Systems, and Society. He is also the Director of the MIT System Dynamics Group and the MIT Sloan Sustainability Initiative.

Sterman’s research centers on improving decision-making in complex systems, including corporate strategy and operations, energy policy, public health, environmental sustainability, and climate change. It ranges from the dynamics of organizational change and the implementation of sustainable improvement programs to climate change and the implementation of policies to promote a sustainable world. His research also includes systems thinking and organizational learning, computer simulation of corporate strategy and public policy issues, and environmental sustainability. Sterman pioneered the development of “management flight simulators” of corporate and economic systems which are now used by corporations, universities, and governments around the world.

17.20 – 17.30: Summing up & thanks

• Professor Rebekah Russell-Bennett, Practitioner Co-Chair & Professor of Marketing, Queensland University of Technology

• Professor Jeff French, Conference Chair & CEO Strategic Social Marketing

19.00 – 00.00: Conference Gala Dinner, Awards & Presentations, followed by entertainment

Location: Main conference foyer & Ballroom, first floor, Renaissance Arlington Capital View Hotel

Join keynote speakers, panellists and social marketing experts from across the world at the conference gala dinner.

Porter Novelli is proud to welcome guests to the WSMC gala dinner and celebrate luminaries from the field of social marketing. 

19.00 – 20.00: Pre-diner drinks from in the main conference lobby area

20.00: Doors open

20.10: Special Presentation from Melissa Kraus Taylor, Global Learning and Development Partner, Porter Novelli

Melissa is the Global Learning and Development director and brings more than two decades of experience social marketing and strategic planning and research. She has counseled numerous clients in the area of social impact, including the Almond Board of California, Florida Department of Citrus, CDC, CARE and Habitat for Humanity.

Consistently rated by participants as an engaging, enthusiastic and knowledgeable presenter, Melissa has traveled around the globe conducting training on a variety of topics, including branding, presentation skills, talent management, behavior change theory and numerous research methodologies.

Melissa earned her MA in Health Communication from the University of Maryland, College Park. She loves teaching and for over a decade has taught Social Marketing at Emory University’s Graduate School of Public Health, where she was awarded Adjunct Faculty Honoree for Excellence.

20.20 – 22.30: Gala dinner and inaugural ceremony of the World Social Marketing Achievement Awards

22.30 – 00.00: Live entertainment from Encore

When working to solve the world’s most pressing social issues,
audience-driven communication is a powerful tool. Join
Vanguard Communications for real-world advice from experts
on how to turn challenges into opportunities in an everevolving
social marketing landscape.

Location: Studio A

Host Advisors:
Brenda Foster, M.P.A. > Senior Vice President, Vanguard
Communications
Stephanie Dukes > Senior Account Supervisor, Vanguard
Communications

08.45 – 08.50: Welcome & Introduction to the Social Marketing Association of North America

Kelley Dennings, Social Marketing Association of North America, President and Action Research, Director of Social Marketing

[download]

08.50 – 09.00: Special Presentation from our Key Supporters

Motivating Millions using One Ad Campaign:  Using hard-hitting and award-winning ads, a collaborative team will share highlights from the Tips From Former Smokers™ campaign.  We will briefly discuss  the strategies and tactics used to execute a mass reach, health behavior social marketing effort that motivated millions of Americans to quit smoking.

09.00 – 10.15: Keynote presentations

Session Chair: John Bromley, Director, National Social Marketing Centre

• Elizabeth Fox, Director of the Office of Health, Infectious Diseases and Nutrition, USAID

  Is Social Marketing a sustainable development goal

[download] [Watch Video]

• Professor Jeff French, CEO Strategic Social Marketing

  It’s the system stupid! Adding value to social programmes as we enter the mature phase of Social Marketing.

[download] [Watch Video]

10.15 – 11.15: PANEL SESSION

Health Promotion Opportunities for Social Marketing

[Introduction - download]

Session Chair: Craig Lefebvre, Chief Maven at socialShift, Lead Change Designer at RTI International

Health promotion and improving people’s well-being continues to be the heart of social marketing. This panel is for the social marketers around the world that consider questions such as:

What are the big, wicked health and development problems in my region and how can I make a dent in them?
Isabella Danel, MD, Deputy Director of the Pan American Health Organization (PAHO), Regional Office for the Americas, WHO

How can I use social marketing to reduce health disparities?
Sonya Grier, Professor, American University and Director of food marketing research for the African American Obesity Research Collaborative Network
[download]

How can I use new technologies to improve my program’s effectiveness and efficiency, and design programs that are more equitable and sustainable?
Robert Gold, Professor and Chair, Epidemiology and Biostatistics; Founding Dean of the University of Maryland School of Public Health; and Director of the Public Health Informatics Research Laboratory
[download]

How do I change markets to improve health and well-being?
Amanda Glassman, MSc, Chief Operating Officer and Senior Fellow, Center for Global Development and editor and coauthor of Millions Saved: New Cases of Proven Success in Global Health

10.15 – 10.30: Presentation

Session title: Using SBCC to Improve Service-Related Outcomes: A Proposed Model

Conference track: Developmental / Experiential

Presenter: Katherine Holmsen, Capacity Strengthening Director – HC3, Johns Hopkins Center for Communication Programs

Co-authors: Heather Hancock, Senior Program Officer, Johns Hopkins Center for Communication Programs

Paper no. 174
[download]

10.35 – 11.15: WORKSHOP

Session title: Providers as People: Using Social and Behavior Change Communication to Influence Provider Behavior

Conference track: Promoting health and wellbeing

Paper type: Practice

Presenter: TrishAnn Davis, Program Officer II, Johns Hopkins Center for Communication Programs

Co-authors: Heather Hancock, Senior Program Officer, Johns Hopkins Center for Communication Programs

Paper no. 105
[download]

10.15 – 10.30: Presentation

Session title: Promoting the Protector Condom Brand to top the condom market in Uganda

Conference track: Reducing global communicable disease through behavioural influence

Paper type: Practice

Presenter: Zawedde Nakato JeanneMarie, Brand Officer, Uganda Health Marketing Group(UHMG)

Co-authors: Robert Kigula, Social Marketing Manager, UHMG; Dennis Ahairwe, Chief of Party, USAID/Uganda Social Marketing Activity, UHMG; Joyce Tamale, Managing Director, UHMG; Francis Nsanga, Knowledge Manager, UHMG

Paper no. 11

10.35 – 10.50: Presentation

Session title: ‘Time, Trust & Tango’ the Factors that are Influential in the Uptake of Malaria Rapid Diagnostic Tests : A Case Study of Uganda

Conference track: Reducing global communicable disease through behavioural influence

Paper type: Practice

Presenter: David Ochieng, Head of Communications, Malaria Consortium Uganda

Co-authors: Dr Julian Atim & Viola Nampeera, Malaria Consortium Uganda

Paper no. 32
[download]

10.55 – 11.10: Presentation

Session title: It All Adds Up: Addressing Gender Norms to Increase Physical Activity for Women

Conference track: Promoting health and wellbeing

Paper type: Practice

Presenter: April Ennis Keippel, Mission and Community Benefit Programs Manager; St. Vincent Healthcare

Paper no. 94
[download]

11.15 – 11.30: Presentation

Session title: Influence of media and socialisation agents on healthy eating among Australian Gen Y

Conference track: Promoting health and wellbeing

Paper type: Student

Presenter: to be confirmed

Authors: Pardis Mohajerani, Swinburne University of Technology; Associate Professor Antonio Lobo, Swinburne University of Technology; Professor Heath McDonald, Swinburne University of Technology

Paper no.121
[download]

10.15 – 11.15: PANEL SESSION

A New Paradigm: Companies as Agents of Social Change

[download]

Moderator: Bill Novelli, Georgetown University Professor, Co-Chair of the Coalition to Transform Advanced Care (C-TAC), and co-founder of Porter Novelli.

Bill Novelli, Co-Chair of the Coalition to Transform Advanced Care (C-TAC), Previous CEO of AARP, and Co-Founder of Porter Novelli, began his career at Unilever and served as Director of Advertising and Creative Services for the Peace Corps. He is currently, a professor in the McDonough School of Business at Georgetown University where he teaches in the MBA program. He also created and leads the Global Social Enterprise Initiative at Georgetown.

2016 saw the arrival of a populist movement around the globe, spurred in large part by global citizens’ frustrations toward their government. Leaders from a variety of global companies across different sectors will discuss how they have built and navigated their companies into leadership positions during uncertain times and how we, as leaders in government and non-profit, can teach and learn from each other. No matter where your professional role in social marketing, social change and social impact has you sitting today, these lessons affect all of our futures.

Panelists:

Katherine Neebe > Director of Sustainability, Walmart

Katherine is a corporate social responsibility executive with over 16 years of experience developing, executing, and leading multi-million dollar initiatives across multiple sectors within the sustainability realm. Her work has proven to deliver business value, proactively engage stakeholders, and positively impact society and the environment.

Katherine joined Walmart’s sustainability team in 2013 to lead Walmart’s external stakeholder relationships, focused on cultivating high-impact partnerships that deliver strategic value to Walmart’s business while also advancing social/environmental issues. In addition, she manages and responds to pressing and emerging sustainability issues for the company. Previous to Walmart, Katherine spent six years at WWF managing one of the world’s largest corporate-NGO partnerships, a $97MM sustainability-driven initiative with The Coca-Cola Company. The focus of the partnership was to conserve iconic river basins, improve the efficiency of the company’s water use, decrease the company’s carbon dioxide emissions, and support sustainable agriculture and packaging. In 2011, the effort expanded to include a cause-marketing platform directed towards polar bear conservation. Work is active in more than 49 countries.

Katherine has worked with a range of corporate, government, and nonprofit organizations. Weaving together her intensive business experience and commitment to social and environmental responsibility, she brings a practical ability to ground sustainability into actionable terms. Katherine received her M.B.A from The Darden School at UVA in 2004 and has a B.A. in English from Colorado College.

Marc Meachem > Head of External Affairs for North America, ViiV Healthcare

Marc Meachem is responsible for directing all external and internal U.S. communications and public affairs activities. Marc has designed and launched initiatives to address the unmet needs of disproportionately affected populations, including the Positive Action Southern Initiative, Youth Scholars Program, and the ACCELERATE! Initiative. He hosts and has expanded ViiV Healthcare’s Community Summit, an annual gathering that brings together more than 125 leaders, advocates, and writers from across North America to educate, engage in conversation, and foster collaboration in the hopes of changing the course of the epidemic.

Marc earned an M.B.A. from the Fuqua School of Business at Duke University and a B.A. in French language and literature and B.S. in Economics from the University of Pennsylvania.

Marisa Long > Vice President of Communications and Public Relations for U.S. Green Building Council and Green Business Certification Inc.

As the vice president of public relations and communications for U.S. Green Building Council (USGBC) and Green Business Certification Inc. (GBCI), Marisa Long oversees global public relations efforts, including media relations, external communications, public affairs, social media, and multimedia. She leads a team that supports all of USGBC and GBCI brands and programs, most notably LEED (Leadership in Energy and Environmental Design), the world’s most widely used green building rating system found in 164 countries and territories. Marisa also supports the PR and communications efforts for Greenbuild, the world’s largest international green building conference, which is expanding to India and China in 2017.

Marisa has managed several award-winning PR and public affairs campaigns, including USGBC’s annual Top 10 States for LEED, and the release of the 2015 USGBC Economic Impact Study, which estimates that LEED projects will directly contribute $30 billion to GDP by 2018. In 2010, Marisa helped launch the Center for Green Schools, which has become the public leader and convener toward the mission of green schools. Prior to joining USGBC, Marisa implemented strategic public relations and stakeholder engagement campaigns for a variety of high-profile real estate clients.

Marisa was recognized as one of PR News’ Top Women in PR for 2016 and previously received an individual 2015 American Business Award – Silver for Communicator of the Year. The Pittsburgh-area native graduated with honors from The E. W. Scripps School of Journalism at Ohio University, majoring in public relations with a specialization in political communication and sociology.

Rebecca Mark > Vice President, Research, Porter Novelli

A congressional hill staffer turned public opinion pollster, Rebecca Mark is well versed in finding the intersections between policy and consumer appetite. As Vice President of Research for Porter Novelli, Rebecca’s primary focus is on pinpointing actionable findings that make organizations more effective.
Prior to research, Rebecca served as the Deputy Finance Director for the 2010 Michigan gubernatorial election, and as a legislative assistant in the office of Congresswomen Gwen Moore and Jan Schakowsky. Specializing in health policy, women’s issues, and seniors’ issues, Rebecca has experience crafting legislative strategies, fighting for appropriations, and staffing her boss on the Energy and Commerce Health Subcommittee during health reform. Rebecca graduated from the University of Michigan with a master’s degree in urban planning and economic development, where she also attended as an undergraduate.

10.15 – 10.30: Presentation

Session title: Weighting for change: Consumers co-creating value in an online support group

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Academic

Presenter: Joy Parkinson, Lecturer, Social Marketing @ Griffith, Griffith University

Co-authors: Rory Mulcahy, Lecturer, University of Sunshine Coast, Australia; Lisa Schuster, Senior Lecturer Queensland University of Technology, Australia; Heini Taiminen, Lecturer, University of Jyväskylä, FinlandRory Mulcahy, Lecturer, University of Sunshine Coast, Australia Lisa Schuster, Senior Lecturer Queensland University of Technology, Australia Heini Taiminen, Lecturer, University of Jyväskylä, Finland

Paper no. 55
[download]

10.35 – 10.50: Presentation

Session title: Implementation of a Social Marketing Framework Designed for Collaborative Partnerships: Untangling the Theory of Change

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Academic

Presenter: Brian J. Biroscak, Assistant Professor, Yale University School of Medicine

Co-authors: Carol A. Bryant, University of South Florida; Mahmooda Khaliq Pasha, University of South Florida; Tali Schneider, University of South Florida; Anthony D. Panzera, US Department of Agriculture; Peter S. Hovmand, Washington University in St. Louis

Paper no. 126
[download]

10.55 – 11.10: Presentation

Session title: Using service design to understand digital preferences for improving applications for tertiary education in under-represented markets

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Academic

Presenter: Professor Rebekah Russell-Bennett & Judy Drennan, Queensland University of Technology (QUT)

Co-authors: Maria Raciti, University of Sunshine Coast; Natalie Bowring, QUT; Kara Burns, QUT

Paper no. 153
[download]

11.15 – 11.30: Presentation

Session title: Metrics That Matter.

Conference track: Developmental / Experiential

Presenter: Tony Foleno, SVP Strategy & Evaluation, Ad Council

Paper no. 203
[download]

10.15 – 10.30: Presentation

Session title: Lightbulbs and Social Movements

Conference track: Advancing theory, research and technology in social marketing

Paper type: Developmental / Experiential

Presenter: Tracey Bridges, Managing Partner, SenateSHJ

Paper no. 172
[download]

10.35 – 10.50: Presentation

Session title: Emotionally Intelligent Insights – Connecting Better With Customers’ Emotions

Conference track: Developmental / Experiential

Presenter: Nick Godbehere, Head of Behavioural Insight, Hitch Marketing & John Bromley, Director, National Social Marketing Centre

Paper no. 169
[download]

10.55 – 11.10: Presentation

Session title: “Prosocial herding: What are the implications for social marketing?”

Conference track: Developmental / Experiential

Presenter: Sebastian Isbanner, PhD Candidate, University of Wollongong, Australia

Paper no. 179
[download]

10.15 – 10.30: Presentation

Session title: My Neighbourhood’s Smoke – Using a Soap Opera to Change Cooking Behavior in Guatemala

Conference track: Promoting global health and wellbeing

Paper type: Practice

Presenter: Julie Ipe, Senior Manager, Behavior Change Communication at the Global Alliance for Clean Cookstoves

Co-authors: Madeline Kiefer, Program Associate, Behavior Change Communication at the Global Alliance for Clean Cookstoves

Paper no. 72
[download]

10.35 – 10.50: Presentation

Session title: Saving The World Isn’t Just For The Movies: How The Scottish Government Convinced Their Citizens To Help Them Fight Climate Change

Conference track: Global climate change, environmental protection and sustainability

Paper type: Practice

Presenter: Pauline Aylesbury, Head of Strategy and Insight, Scottish Government

Author: Claire Wood, Associate Planner, The Leith Agency

Paper no. 63
[download]

10.55 – 11.10: Presentation

Session title: Go Bagless: Waste Reduction through Grasscycling Using Community Based Social Marketing

Conference track: Global climate change, environmental protection and sustainability

Paper type: Practice

Presenter: Farid Iskandar, Social Marketing Coordinator & Laura Henderson, Social Marketing Coordinator Utility Services, City Operations, City of Edmonton

Co-authors: Connie Boyce, Director, Community Relations, Utility Services, City Operations, City of Edmonton

Paper no. 144
[download]

14.55 – 15.10: Presentation

Session title: A systems approach to change littering behaviour in Saudi Arabia

Conference track: Global climate change, environmental protection and sustainability

Paper type: Student

Presenter: Joy Parkinson, Lecturer, Social Marketing @ Griffith, Griffith University, Australia

Co-authors: Yara Almosa, PhD candidate & Sharyn Rundle-Thiele, Professor, Social Marketing @ Griffith, Griffith University, Australia

Paper no. 117
[download]

10.15 – 10.30: Presentation

Session title: Social countermarketing – advancing theory and research

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: William Bellew, Prevention Research Collaboration, Sydney School of Public Health and Charles Perkins Centre, University of Sydney

Co-authors: James Kite, Becky Freeman, Adrian Bauman, Prevention Research Collaboration, Sydney School of Public Health and Charles Perkins Centre, University of Sydney

Paper no. 45
[download]

10.35 – 10.50: Presentation

Session title: Getting Behavioral Determinants Right: Quantitative Measures Check Strategic Priorities in Promoting Breastfeeding in Vietnam

Conference track: Advancing theory, research and technology in social marketing

Paper type: Practice

Presenter: Ann B. Jimerson, Senior Specialist in Behavior Change, Alive & Thrive, FHI 360

Co-authors: Silvia Alayón, Nutrition and Monitoring Advisor, Alive & Thrive, Save the Children; Danielle Naugle, Research & Evaluation Officer, Johns Hopkins Center for Communication Programs

Paper no. 74
[download]

10.55 – 11.10: Presentation

Session title: Social Marketing Tools Interpreted Through a Behavior Model Lens

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: Jay Kassirer, Cullbridge Marketing and Communications

Co-authors: Robert E. Rowell, Betterment Unlimited

Paper no. 130
[download]

11.15 – 11.30: Presentation

Session title: Emergency Alternatives – Successfully Increasing appropriate use of After-Hours Health Services in Brisbane, Australia

Conference track: Advancing theory, research and technology in social marketing

Paper type: Practice

Presenter: Martin Milne, Executive Manager Commissioning and Communications, Brisbane North PHN

Co-authors: Russ Vine, Managing Director, Ogilvy Australia; Anna Hellinger, Snr Account Manager, Ogilvy Australia

Paper no. 154
[download]

12.00 – 13.00: PANEL SESSION

Fighting for Good: How International Militaries Drive Positive Social Change

Militaries are often known for their destructive power, but military organizations around the world are driving positive social change inside and outside their ranks. This panel will explore powerful examples from promoting cultural acceptance in Bosnia to driving energy efficiency and environmental awareness in the United States, and encouraging improved health in Australia.

Session Chair: Darrin Kayser, Lead Associate, Booz Allen Hamilton

Panellists:

• Professor Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith
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• James Caley, Director of Operational Energy, Department of the Navy
  [download]

• Final panellist to be confirmed.
  [download]

12.00 – 12.15: Presentation

Session title: Using Mobile Phones to Empower “Smart Clients”: Entertainment/Education Improves Family Planning Seeking Behavior among Couples

Conference track: Digital impact on government policy

Paper type: Academic

Presenter: Allison Mobley, Senior Program Officer, Johns Hopkins Center for Communication Programs

Co-authors: Caitlin Loehr, Program Officer, Johns Hopkins Center for Communication Programs

Paper no. 132
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12.20 – 12.35: Presentation

Session title: A framework for citizen experience

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: Hamilton Coimbra Carvalho, PhD Candidate, University of São Paulo

Co-authors: José Afonso Mazzon, Full professor, University of São Paulo

Paper no. 16
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12.40 – 12.55: Presentation

Session title: Challenging the myths of the low income earner with a Digital Mobile Program: Reduce Your Juice

Conference track: Digital impact on government policy

Paper type: Academic

Presenter: Rebekah Russell-Bennett, Queensland University of Technology (QUT)

Co-authors: Rory Mulcahy, University of Sunshine Coast; Ryan McAndrew, QUT; Tim Swinton, CitySmart (Brisbane City Council’s Sustainability Unit); Jo-Anne Little, CitySmart; Neil Horrocks, CitySmart

Paper no. 160
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12.00 – 12.15: Presentation

Session title: The role of Social Marketing in Increasing Access to, and Utilization of Family Planning Services among Young Adolescents and Youths in Uganda

Conference track: Interdisciplinary and cross sector action to influence behaviour for social good

Paper type: Practice

Presenter: Dr Samuel Moses Okello, Head Clinical Services, Uganda Health Marketing Group (UHMG)

Co-authors: Paul Okalo, Senior Advisor Monitoring, Evaluation and Learning, UHMG; Denis Ahairwe, Chief of Party, UHMG.

Paper no. 62
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12.20 – 12.35: Presentation

Session title: HPV Vaccine Is Cancer Prevention: Increasing Vaccine Acceptance Among Providers and Parents

Conference track: Reducing global communicable disease through behavioural influence

Paper type: Practice

Presenters: Christina M. Nicols, Senior Vice President and Director of Planning, Research and Evaluation, Hager Sharp; Katherine Nicol, Vice President, Hager Sharp; Cecily Naron, Account Supervisor, Hager Sharp

Paper no. 112
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12.40 – 12.55: Presentation

Session title: The future of Indonesian tobacco children: Implications for tobacco control policy

Conference track: Promoting global health and wellbeing

Paper type: Academic

Presenter: Dr Nathalia C. Tjandra, Lecturer in Marketing, Edinburgh Napier University

Co-authors: Dr Lukman Aroean, University of East Anglia, Dr Yayi S. Prabandari, University of Gadjah Mada

12.00 – 12.30: Presentation

Session title: Engaging Private Sector Non-Graduate Medical Practitioners in the Public Health Program using Social Marketing Approach

Conference track: Advancing theory, research and technology in social marketing

Paper type: Practice

Presenter: Toslim Uddin Khan, General Manager, Program, Social Marketing Company & Mr. Md. Ali Reza Khan, Managing Director, SMC Enterprise

Co-authors: Salah Uddin Ahmed, Head of Training and Service Delivery, Social Marketing Company, Md. Mosarouf Hossain, Deputy Manager, Blue Star Program, Social Marketing Company

Paper no. 47
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12.00 – 12.30: SPECIAL SESSION

Perfecting Promotion: Research Findings on What Works & What Doesn’t in Advertising

Facilitators: Connor Lynch and Tyler Janzen

Promotion is a critical component of Social Marketing programs. While we often focus on the additional components necessary in a complete Social Marketing strategy, we may be overlooking the efficacy of the promotions used to support these programs. Presenters will share findings from over 100 focus groups with teens and young adults on the characteristics of effective and ineffective Social Marketing promotions.

[download]

12.00 – 12.40: WORKSHOP
Session title: Join a mini development sprint: Transforming who controls health care at the end of life

There are many things we lose as we grow older. Control over our healthcare should not be one of them. In this session, participants take part in a short development sprint to inform the dissemination and adoption of two products aimed at empowering patients at the end of life. After $1.5 million of research and prototyping with patients, doctors, caregivers and families, the two patient empowerment products are developed and ready. The challenge now: Embedding these products in the health care system. Join this 40-minute interactive session not just to listen, but to be a part of a development sprint that produces possible solutions.

Conference track: Developmental / Experiential

Facilitators: Peter Mitchell, Chairman and CEO, Salter>Mitchell | Marketing for Change; Meisha Thigpen, Associate Creative Director, Salter>Mitchell | Marketing for Change

Paper no. 189

12.00 – 13.00: PANEL SESSION

Climate change, clean energy & energy conservation: Social marketing for our climate

This session will present several key ideas, and illustrate with several innovative programs, all intended to reduce consumption of fossil fuels and/or help target audiences better understand and act on climate risks.

Chaired by: Ed Maibach, George Mason Univ. Center for Climate Change Communication

Speakers:

• Doug McKenzie-Mohr, McKenzie-Mohr Associates
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• June Flora, Solutions Science Lab, Department of Pediatrics, Stanford University

• Midori Aoyagi, National Institute for Environmental Studies, Japan
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12.00 – 12.15: Presentation

Session title: Co-creation in a Social Marketing Smokefree Programme. A Service Systems Perspective

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: Dr Nadina Luca, Assistant Professor in Marketing, University of York

Co-authors: Professor Sally Hibbert, Nottingham University Business School; Professor Ruth McDonald, Manchester Business School

Paper no. 34
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12.20 – 12.55: Presentation

Session title: Tobacco Free Florida: Engaging Floridians with Online Communities and Local Policy Efforts

Conference track: Digital impact on government policy

Paper type: Developmental / Experiential

Presenters: Kimberley Collins, Executive Director, Golin; Naylet Aguayo, Director, Golin; Jennifer Thompson, Manager, Golin

Co-authors: Lacoadia Burkes,  Marketing Manager, FL Dept. of Health/Tobacco Free Florida; Elizabeth McCarthy, Account Director, Alma DDB

Paper no. 142 & 155

Introducing the World Social Marketing Conference’s first-ever speed mentoring session

The power of mentorship is undeniable and as the mission of WSMC is to act as a vehicle to help build a global movement dedicated to capturing, spreading and nurturing good practice in Social Marketing, the 2017 conference will see the launch of the first speed-mentoring session hosted by Melissa K Blair.

Modeled after speed dating, speed mentoring is a concept that focuses on quick-hit information and time-efficient networking through a series of short, focused conversations about specific questions or topics.

At the WSMC speed-mentoring session, new social marketing professionals (Less than 7 years of social marketing experience) will have the opportunity to participate in three separate discussions with up to three seasoned social marketing professionals (7+ years of social marketing experience). Mentors and mentees will meet for 10‐minute time slots each in a round robin model.

There will be two separate tracks for practitioners and academics to ensure that participants are able to connect with those directly in their preferred area of social marketing. If a new professional would like to meet with both practitioner and academic mentors – this can be arranged.

Invite to Mentors

Did you have a mentor who made all the difference when you were starting out in social marketing?

Ever wish you could “pay it forward” by supporting new social marketers? Come join us to explore the power of mentoring!

From this speed-mentoring session you will be able to:

• Share and impart your wisdom, thinking and ideas

• Meet and foster the next generation of social marketers creating growth and sustainability in the field

• Increase your personal networks and the potential to meet candidates for jobs, research, projects etc.

• Learn and grow in new and diverse areas by learning from the Mentees

If you’re interested in participating as a mentor, please RSVP for this session by contacting Melissa Blair at blair.melissak@gmail.com

Invite to Mentees:

Are you relatively new to the world of social marketing? Are you looking to answer some questions about the field or seeking advice on getting ahead in the industry?

This speed-mentoring session is a terrific opportunity for new social marketing professionals to seek guidance, knowledge, and wisdom from mentors who have “been there and done that.”

From this session you will be able to:

• Learn from leading industry experts

• Navigation skills for the complex social marketing field and environment

• Increase to the personal networks with the potential for job, research or project outcomes

• Share wisdom, knowledge and understandings with the Mentor

If you’re interested in participating as a mentee, please RSVP for this session by contacting Melissa Blair at blair.melissak@gmail.com

14.00 – 14.05: Introduction to the International Social Marketing Association (ISMA)

Winthrop Morgan, President, ISMA

14.05 – 15.00 “Digital is the answer, what was the question?”

Enjoy this fascinating panel session where a range of questions will be asked about the use of digital media and digital platforms in Social Marketing. What are the questions that should, but often are not, asked when producing digital elements of social marketing interventions?

Chair: Jeff Jordan, Rescue

Panellists: 

• Lawrence Swiader, Vice President of Digital Media at The National Campaign to Prevent Teen and Unplanned Pregnancy
  [download] [Watch Video]

• Professor Doug Evans, George Washington University
  [download] [Watch Video]

• Professor Rebekah Russell-Bennett, Professor of Marketing, QUT Business School, Queensland University of Technology Australia
  [download] [Watch Video]

• Jude Hackett, Head of Strategy and Planning, Hitch Marketing
  [download] [Watch Video]

15.00 – 16.00: PANEL SESSION

Session title: Zika Domestic Readiness Campaign for the Continental United States and Puerto Rico
Conference track: Reducing global communicable disease through behavioural influence
Paper type: Practice
Paper no. 157
[download]

Zika Domestic Readiness Campaign for the Continental United States and Puerto Rico- The Centers for Disease Control and Prevention (CDC) engaged in a research-driven behavior change communications campaign to raise awareness of the risks of Zika infection and promote the use of prevention behaviors in high-risk populations. This panel will outline the research approach, execution, and overall evaluation of the campaign.

Session leaders:

• Katherine Lyon Daniel, Associate Director for Communication, CDC

• Selena Ramkeesoon, Vice President of Communications, Abt Associates, Inc.

• Lynn Sokler, Senior Communication Advisor, CDC

• Cynthia Klein, Principle Associate, Abt Associates, Inc.

15.00 – 15.15: Presentation

Session title: Making India Open Defecation Free: Learnings from the Swachh Bharat Mission- Gramin Process Evaluation

Conference track: Developmental / Experiential

Presenter: Ankur Garg, Head of WASH Program, BBC Media Action (India)

Co-authors: Vinti Agrawal, Sr. Research Manager, BBC Media Action (India) Limited, Ashutosh Awasthi, Research Manager, BBC Media Action (India) Limited, and Animesh Sharma, Sr. Research Officer, BBC Media Action (India) Limited

Paper no. 178
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15.20 – 16.00: Presentation and Q&A

Session title: Tips From Former Smokers™ (Tips ™) Campaign Case Study and Social Marketing Strategic Planning Workshop

Conference track: Promoting global health and wellbeing

Paper type: Practice

Facilitators:

Diane Beistle, Chief, Health Communications Branch, Office on Smoking and Health, National Center for Chronic Disease Prevention and Health Promotion, CDC

Carol S. Haney, Senior Research and Data Scientist, Qualtrics

Wendy Moniz, EVP, Campaign Management and Business Development, PlowShare Group

Karen K. Gutierrez, Social Marketing Consultant

Paper no. 113

15.00 – 15.15: Presentation

Session title: Influence of online and offline engagement on behavioral outcomes in a social marketing e-intervention

Conference track: Promoting global health and wellbeing

Paper type: Student

Presenter: Natalie Rangelov, Doctoral Student and Research Assistant, BeCHANGE Research Group, Institute for Public Communication, Universitá della Svizzera italiana

Paper no. 124

15.20 – 15.35: Presentation

Session title: Outdoor Advertising and Daily Journeys to School: a Social Marketing Approach to Regulation

Conference track: Promoting global health and wellbeing

Paper type: Student

Presenter: Georgiana Avram, PhD student, Horizon Centre for Digital Economy, University of Nottingham

Co-authors: Dr Robert Cluley & Dr James Goulding, University of Nottingham

Paper no. 123
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15.40 – 15.55: Presentation

Session title: Zizekian Psychoanalysis: a New Benchmark for Promoting Wellbeing

Conference track: Promoting global health and wellbeing

Paper type: Academic

Presenter: Georgiana Avram, PhD student, Horizon Centre for Digital Economy, University of Nottingham

Co-authors: Dr Fatma Mekki > Université de Carthage / IAE Lille

Paper no. 111
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15.00 – 15.15: Presentation

Session title: Segmentation and Targeting in Social Services: Addressing and Preventing the Issue of Cream-off Effect with Interest/Power/ Level of Social Exclusion Matrix (IPSE Matrix)

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenters: Romana Zidar, PhD, Programme Officer, UNICEF Refugee and Migrant Response Slovenia & Tanja Kamin, PhD, Senior Lecturer, Faculty of Social Sciences, University of Ljubljana, Slovenia

Paper no. 110
[download]

15.20 – 15.35: Presentation

Session title: Self-Directed Social Marketing: An Exploration

Conference track: Advancing theory, research and technology in social marketing

Paper type: Student

Presenter: Mansour Omeira, PhD Candidate in Management, University of Neuchâtel

Co-authors:  Valéry Bezençon, Professor of Marketing, University of NeuchâtelMansour Omeira, PhD Candidate in Management, University of Neuchâtel (presenter) Valéry Bezençon, Professor of Marketing, University of Neuchâtel

Paper no. 128
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15.40 – 15.55: Presentation

Session title: Applying Conjoint Analysis to Social Marketing: A Novel Approach to Message Design

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: Lindsay J. Della, Ph.D., Associate Professor, Department of Communication, University of Louisville

Co-authors: Margaret U. D’Silva, Ph.D., Professor, Department of Communication, Siobhan E. Smith, Ph.D., Associate Professor, Department of Communication, Latrica Best, Ph.D., Associate Professor, Pan-African Studies Department, Theresa Rajack-Talley, Ph.D., Associate Dean, International, Diversity, & Engagement Programs, Keneka L. Cheatham, Administrative Assistant, Department of Communication, University of Louisville; Quaniqua Carthan, MSSW, Coordinator, Safe and Healthy Neighborhoods, Louisville Metro Government

Paper no. 139
[download]

15.00 – 16.00: PANEL SESSION

Cookstoves: Using Social Marketing to Build a Product Category

Despite proven impact in other sectors, the use of social marketing and behavior change communication are relatively underdeveloped in the clean cooking sector.  Nonetheless, social marketing approaches would seem to lend themselves well to the challenges in clean cooking:  increased cookstove purchase and use requires a consumer-centric approach that ensures that user-friendly, high-performing stoves and fuels are available and accessible, and that consumers are motivated to access and pay for them, presumably driven by an understanding of the benefits of using cleaner and more efficient cookstoves instead of traditional cooking methods.

Session Leaders

• Julie Ipe, Senior Manager for Market Insight and Behavior Change, Global Alliance for Clean Cookstoves

• Fiona Lambe, Research Fellow, Stockholm Environment Institute

• Nick Goodwin, Director, Tulodo

[download]

15.00 – 15.15: Presentation

Session title: Strategies Used to Develop the First National Multicultural Teen Tobacco Prevention Campaign

Conference track: Developmental / Experiential

Presenters: Connor Lynch, Vice President of Client Services – Rescue | The Behavior Change Agency

Ashley Smith, This Free Life Campaign Manager – FDA, Center for Tobacco Products

Paper no. 190
[download]

15.20 – 15.35: Presentation

Session title: Common Challenges of Social Marketing in a Commercial Marketing World

Conference track: Developmental / Experiential

Presenters: Michelle Bellon, Sr. Director of Integration Marketing Strategies – Rescue | The Behavior Change Agency

Jeff Jordan, President – Rescue | The Behavior Change Agency

Paper no. 195
[download]

15.40 – 15.55: Presentation

Session title: Applying Social Marketing Principles to Policy Change

Conference track: Developmental / Experiential

Presenter: Megan Flynn, Director of Youth Engagement & Policy – Rescue | The Behavior Change Agency

Paper no. 196
[download]

15.00 – 15.15: Presentation

Session title: Awareness Day: an observance to educate the public about the importance of children’s mental health and transforming systems for providing mental health services to children and youth.

Conference track: Developmental / Experiential

Presenters: Lisa Rubenstein, Public Health Advisor, Division of Service and Systems Improvement (DSSI), Center for Mental Health Services, Substance Abuse and Mental Health Services Administration & Stephanie Dukes, Project Director, Caring for Every Child’s Mental Health Campaign, Vanguard Communications

Paper no. 186
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15.20 – 16.00: WORKSHOP

Session title: When social marketing campaigns fall short: A discussion of lessons Learned.

Conference track: Developmental / Experiential

Presenter: Dr. Jennifer Lynes, Associate Professor, University of Waterloo & Julie Cook, PhD Candidate, University of Waterloo

Paper no. 204

[download]

15.00 – 15.15: Presentation

Session title: In the Moment: Using Innovative Mobile Technology to Uncover Breastfeeding Insights

Conference track: Advancing theory, research and technology in social marketing

Paper type: Academic

Presenter: Roshni Devchand, Associate Director, Strategic Planning & Research, Hager Sharp

Co-authors: Elizabeth Osborn, Vice President, Hager Sharp; Darcy Sawatzki, Senior Vice President, Hager Sharp

Paper no. 80
[download]

15.20 – 15.35: Presentation

Session title: Applying Social Marketing Formative Research to Complex/Wicked Problems: the case of human trafficking in Nigeria

Conference track: Advancing theory, research and technology in social marketing

Paper type: Student

Presenter: Abi Badejo, Research Fellow, Social Marketing @ Griffith, Griffith University, Brisbane Australia

Co-authors: Professor Sharyn Rundle-Thiele, Director; Krzysztof Kubacki, Social Marketing @ Griffith; Timo Dietrich, Social Marketing @ Griffith, Griffith Business School, Griffith University

Paper no. 156
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15.40 – 15.55: Presentation

Session title:

Conference track: Advancing theory, research and technology in social marketing

Paper type: Student

Presenter: Patricia Tavares,  PhD Candidate, Social Marketing @ Griffith, Griffith Business School, Griffith University

Co-authors: Dr. Joy Parkinson, Lecturer, Social Marketing; Professor Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith, Griffith Business School, Griffith University

Paper no. 159
[download]

The Collaboratory Voice of the Conference

Method:

Data Driven Dynamic Interactive Evaluation & Social Learning (DDDIESL) Plenary Session.

Focus:

This session will be a facilitated opportunity to share your ideas and key takeaway points from the conference. The session will be built around polling data from delegates about the big issues and key learnings from the conference and live delegate input.

Approach:

• A Panel consisting of: Craig Lefebvre, Hamilton Carvalho, Tracey Bridges and one other will present and comment on delegate polling data gathered during the conference via the conference app and twitter about the big issues, questions and learnings.

• The panel will invite comment from delegates and there will be an open mic for delegates to make points, ask questions of the panel and delegates and suggest courses of action.

• The big issues discussed will be recorded and simultaneously published via the conference app and on screen display.

Summing up & thanks

Professor Jeff French, Conferene Chair, CEO Strategic Social Marketing

Full Day post-workshop 18th May 2017
9 am – 5 pm

Title:
Fostering Sustainable and Healthy Behaviour through Community-Based Social Marketing

Download the full workshop description and facilitator biography here.

Session facilitators:
Dr. Doug McKenzie-Mohr

Session content overview:
This one-day workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable and healthy behaviour. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers, developing strategies, conducting pilots, and broad scale implementation) and be exposed to numerous case studies illustrating its use. As such, this workshop provides an in-depth exposure to community-based social marketing and provides participants with the knowledge they need to

Places at the session are limited to 50.

[download]

Half Day post-workshop 18 May 2017 9 am – 1pm

Video introduction – watch it here!

Title: How to use service design to develop a social marketing intervention.

Session facilitator: Professor Rebekah Russell-Bennett Download the full workshop description and facilitator biography here.

Intended Audience: This workshop does not require any social marketing experience and is applicable to anyone interested in using innovative marketing techniques to achieve social good.

Session content overview: This session will be an interactive workshop that demonstrates how design-thinking can be applied to develop social marketing campaigns, programs and interventions. Service design is an interdisciplinary approach to solve a problem, a new way of thinking and a set of evolving tools and techniques that can be applied to industries such as energy, safety, transportation, healthcare and education. Service design is user-centred, co-creative, sequenced, evidenced and holistic with an ability to provide solutions and experiences. Importantly service design can be harnessed for social impact. Using an iterative process and a combination of tools this project will establish new target markets for the widening participation agenda based on cohort personas. The session will explain service design and illustrate the benefits of the approach with case studies. Workshop participants will then engage in developing creative ideas for a hypothetical organisation and social problem to experience the process of service design. Methodology: The workshop will include a short presentation key techniques and information points. The session will also engage those attending in an interactive exercise to illustrate key learning points. The workshop will equip participants to:

• Understand the service design approach to developing innovative solutions for social marketing programs
• Implement service design techniques in their own organizations

Places at the session are limited to 50.