Programme

Wednesday 5th September

10:00 – 17:00

Optional Pre-Workshop: Planning and evaluation of Social Marketing Campaigns and programmes

Prof. Jeff French & Dr. David McElroy

Planning and evaluation: Social Marketing projects and programmes

10am – 5pm

Facilitators

Professor Jeff French & Dr David McElroy

The aim of this interactive workshop session will be to explore in detail the key elements necessary when planning and evaluating Social Marketing projects and programmes. The workshop will be based on the European Centre for Disease Control technical guidance model for Social Marketing using the STELa planning framework (Scope, Test, Enact, Learn and Act). Participants will explore the ten key tasks involved in the approach and have an opportunity to engage in planning and analysis tasks. Key concepts of value creation development and selection will be covered as will the development of robust evaluation planning and reporting.

Objectives

  1. By the end of the session participants will understand the STELa planning framework and be able to apply it.
  2. Participants will understand the key planning tasks and steps necessary for effective and efficient social marketing projects and programmes to be developed.
  3. Participants will understand the processes necessary to be able to develop and select an optimum intervention mix for their social marketing programme.
  4. Participants will be aware of and be able to give examples of key evaluation planning tools and approaches.
  5. Participants will understand the difference between goals, aims, objectives, performance metrics, process, impact and outcome evaluation.

Content

  1. Introduction, content expectations and ground rules
  2. Why and how Social Marketing planning and evaluation are key markers of good practice.
  3. Using planning systems, management science, behavioural sciences and marketing know-how to develop and deliver social marketing programmes
  4. How Social Marketing can help guide the selection of the optimum mix of interventions to achieve programme goals and empower citizens
  5. How programmes and projects can be set up so that meaningful evaluation is possible.
  6. Methods and approaches to evaluating Social Marketing projects and programmes
  7. What funders and sponsors of programmes can do to ensure that programmes are developed, delivered in such a way as to enable meaningful evaluation and inform future investment decisions
  8. Wrap up and session evaluation

Places at the session are limited to 50. Pre-workshops are only available to full conference delegates, workshop places can be purchased during the registration process.

10:00 – 17:00

Optional Pre-Workshop: achieving stakeholder buy-in

Christine Domegan & Patricia McHuge

Achieving Stakeholder Buy-In

10am – 5pm

Workshop leaders
Dr. Christine Domegan & Dr. Patricia McHugh

Aims
Stakeholders and their engagement have never been more important in an increasingly interconnected world, facing complex societal problems and sustainability challenges. The aim of this practical skill-based workshop is to explore the key activities for Stakeholder Engagement. This is an intensive, hands-on learning workshop that will equip participants to engage relevant stakeholders in your Social Marketing work. The workshop is based on a H2020 EU Sea Change toolkit for change and engagement regarding complex societal problems, in support of the UN 2030 Sustainable Development Goals.
Participants will work their way through seven Stakeholder Engagement activities to collaborate, empower, participate, and sometimes face conflict, with your stakeholders through ALL stages of your behavioural change work. Practical examples, illustrations and mapping tools are presented. Supporting reading materials, activity sheets and mini case studies accompany the workshop.

Objectives

  1. By the end of the session participants will understand what Stakeholder Engagement is and be able to design their own Stakeholder Engagement Strategy.
  2. Participants will understand the key activities necessary for effective and efficient Stakeholder Engagement.
  3. Participants will understand how to conduct a Stakeholder Analysis.
  4. Participants will be able to explain how a stakeholder societal approach has merits that overcome the limitations of a single level intervention.
  5. Participants will be able to manage Stakeholder Engagement throughout the intervention design, planning, implementation and evaluation process.

Content

  1. Introduction, content outcomes and housekeeping rules
  2. Activity 1 – Context-setting Boundary Analysis
  3. Activity 2 – Stakeholder Definition and Identification
  4. Activity 3 – Classifying and Mapping Stakeholders
  5. Activity 4 – Identifying Stakeholders Interests and Benefits/Barriers to Participation
  6. Activity 5 – Choosing your Stakeholder Engagement Strategy
  7. Activity 6 – Working with Stakeholders – a relational model
  8. Activity 7 – Stakeholder Impact Assessment
  9. Wrap up and session evaluation

Places at the session are limited to 50. Pre-workshops are only available to full conference delegates, workshop places can be purchased during the registration process.

14:00 – 17:30

Optional Pre-workshop: A serious game approach for exploring behavioural insights

Peter De Smedt, Patrick Vandenberghe, Veerle Beyst & Sofie Nuyts

A serious game approach for exploring behavioural insights

2 pm – 5.30 pm

Facilitators:
Peter De Smedt, Patrick Vandenberghe, Veerle Beyst & Sofie Nuyts

This session will give you a hands-on experience of exploring policy interventions inspired by behavioural insights. You might know and have read about behavioural insights, but find them difficult to use in your daily work. Our serious game tool for exploring behavioural insights (eBIs) will help you to bridge the implementation gap.

Applied methodology

Serious game methods can be used as venues or tools for engaging teams in a creative policy development processes including reframing, defining, ideating, prototyping and testing. The methods are designed to create a safe environment for exploring and sharing ideas and are helpful to strengthen small teams in problem-solving.

Session process

Our serious game tool for exploring behavioural insights (eBIs) includes three steps:

-          In the first step, participants are engaged in problem reframing using different problem dimensions (e.g. knowledge, motivation and context). This structured dialogue will help to define the  behaviour targets and specifications for the policy challenge at stake.

-          In the second step, participants will start prototyping policy interventions inspired by the EAST principles[1]: Easy, Attractive, Social and Timely. Hence, if you want to encourage a specific behaviour, you have to make it easy, attractive, social and timely to the target audience.

-          In the third and final step, the intervention prototypes are translated into test options with a specific focus on test audience or test venue.

Learning objectives

In the session, you will learn more about:

-          Reframing policy challenges into behaviour targets

-          Prototyping interventions using the EAST principles

-          Designing test options with a specific focus on test audience or test venue

Afterwards you will be able to use behavioural insights as a lens for anticipating how people might react to policy interventions.

Who can attend?

The workshop is for everyone who wants to experience problem solving using a behavioural insight lens. Attendees are policymakers, project-managers, researchers and practitioners working on for instance mobility, climate change, health or environmental issues. Places at the session are limited to 22 people. Session material is provided in English. Small group discussion and translation to Dutch during the session might be facilitated depending on the audience.



[1] Developed by Behavioural Insights Team (BIT) UK, for more information EAST Four simple ways to apply behavioural insights

14:00 – 17:30

Optional Pre-workshop: The value of Social marketing, a practical introduction to key principles (English)

Julie Huibregtsen

The value of Social marketing, a practical introduction to key principles

2 pm – 5.30 pm – English language session

This workshop will be given twice, the morning session with be presented in Dutch, the afternoon session in English.

Facilitator:
Julie D. M. Huibregtsen, MSc.

Session content overview:
Being a professional facing behavioural challenges for your target audience every day, this session will give you a practical overview and clear translation of the main principles of Social Marketing.

You might know about Social marketing, but feel the need of a bit more thorough explanation and good examples from the actual practice of Social Marketers. Giving yourself a good basis to benefit from all the coming lectures, presentations and workshops at the conference itself. You will learn more about consumer insight, exchange, competition, behavioural theory, and subject as marketing mix and nudge.

Julie Huibregtsen will tell you about the various instruments and give you a clear view of the power and possibilities of Social marketing. Afterwards you will be able to consider the value for your field of work or own organisation. And she will tell you about elephant trails and true curiosity…

Who can attend?
The workshop is for everyone who wants to know more about the basics, understand the heart of the method and wants to get inspired by examples and interactive exercises. Attendees are policymakers, intervention-designers, project-managers, communication-advisors, researchers, practitioners and management, working on for instance safety, health or environmental issues, in not-for-profit as well as profit organisations.

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

Places at the session are limited to 50. Pre-workshops are only available to full conference delegates, workshop places can be purchased during the registration process.

Thursday 6th September

08:00 – 09:00

Registration & Coffee

Please collect your delegate badge and programme from the conference registration desk at The Elzenveld Hotel and Conference Centre. Look out for the ESMC banners to help you find you way into the building, there are two entrances on the East and West sides of the hotel.

08:30 – 17:00

Poster Exhibition

Poster Number 1
Title: Just Talk – Boys’ Mental Health Campaign
Description: Fear of stigma and discrimination makes seeking help with mental health difficult, especially for boys who are less likely to have healthy coping strategies than girls. Hitch worked with Hertfordshire County Council, and other stakeholders, to develop a campaign to tackle mental health stigma in males aged 11-18 in Hertfordshire.
Authors: Gary Wootten, Hitch Marketing
Submission No. 36
 
Poster Number 2
Title: A Systematic Review of Mental Health Social Marketing Campaigns Targeting College Students
Description: This research aims to present a comparative analysis of social marketing campaigns related to college students’ mental health by providing a systematic literature review of studies that assess past and present campaigns around the world.
Authors: Mine Üçok Hughes, PhD, California State University Los Angeles, Los Angeles, CA, USA
Submission No. 37
 
Poster Number 3
Title: A Scoping Review of Social Marketing Interventions to Physicians to Decrease Health Disparities for Patients with a Disability in a Primary Care Setting. Current Status and Future Recommendations.
Description: The scoping review assessed if there has been any continuing education (CE) with a social marketing framework targeted at primary care providers addressing behavioural barriers to treating people with a disability. No published literature was found. Social marketing has been underutilized in influencing CE curriculum to address this issue.
Authors: Angela Makris, MiM, Mahmooda Khaliq, PhD, MHS, CPH, Elizabeth Perkins, PhD, RNLD
Submission No. 61
 
Poster Number 4
Title: Examining Growing Practice Change: An Outcome Evaluation of a Grower Centred Program
Description: Addressing on-farm growing practices is critical to improve water quality draining from agricultural land into the Great Barrier Reef. Centred on grower involvement in water quality monitoring, results of the current study suggest grower led programs can deliver favourable outcomes.
Authors: Carina Roemer, Social Marketing @ Griffith and Sharyn Rundle-Thiele, Social Marketing @ Griffith
Submission No. 69
Poster Number 5
Title: A Social Marketing approach to promoting education for young Arusha women
Description: The aim of this project is to develop a social marketing intervention that aims to increase the number of rural women of Arusha, Tanzania, who attend school and get an education. The behavioral objective is to increase the number of female primary school registration by almost 5% after the intervention.
Authors: Camilla Speranza Master student at Università Vita-Salute San Raffaele, Milan Italy Professor L. Suzanne Suggs, PhD, MS, CHES Dr. Natalie Rangelov, PhD
Submission No. 107
Poster Number 6
Title: Water Adaptation in Jamaica’s housing sector
Description: The poster highlights key strategies being utilized to encourage dual water adaptation behaviour change in Jamaica’s housing sector. Key focus area one is for developers to be involved in water adaptation by designing and building water efficient homes and even accessing a specially designed Jamaica National bank loan to do so. The second goal is to encourage householders to conserve water and install water adaptation devices as the country works to limit the effects of climate change on Jamaica’s water supply. Several groups of Jamaicans across varied sectors are set to benefit under the project.
Authors: Shanoy Coombs, The Water Project Jamaica
Submission No. 103
 
Poster Number 7
Title: Investigating the potential of social marketing in enhancing the effectiveness of tourism stakeholders’ collaboration in the context of small islands sustainable tourism: Case of Jersey Island.
Description: The poster is a succinct presentation of the first stage of my research thesis on Jersey Island sustainable tourism-social marketing. It is primarily highlighting the key role of social marketing in enhancing the effectiveness of stakeholders’ collaboration for a more effective sustainable-tourism implementation that will be orchestrated by tourism policy-makers.
Authors: Wiam Id Boumsoud
Submission No. 102
 
Poster Number 8
Title: Right Care, First Time: Reducing Unnecessary Admissions to Accident & Emergency Departments
Description: Hitch was commissioned to create a branded behaviour change campaign to contribute to a 15% reduction in unnecessary attendances to Accident & Emergency departments in the Midlands. The campaign educated audiences on all appropriate health service choices – including self-care, pharmacies, NHS 111, GPs and minor injury units – rather than making A&E their first port of call.
Authors: Gary Wootten, Hitch Marketing
Submission No. 34

 

Poster Number 9
Title: Living with Tigers: Social Marketing for Human-Wildlife Conflict
Description: The Living with Tigers Project used social marketing strategies for human-felid conflicts in Nepal, with the aim of changing human behaviour. The poster details the SM approach using the ‘Benchmark Criteria’ as a framework wheel to show how social marketing can be used for human-wildlife conflict situations.
Authors: Amy Fitzmaurice (Chester Zoo and WildCRU, University of Oxford). Diogo Verissimo (University of Oxford).
Submission No. 47
Poster Number 10
Title: Practical application of the emotional intelligence
Description: Impulsive decisions on issues that may deserve more profound considerations would benefit from a conscientious application of emotional intelligence. This workshop provides an in-depth look at emotional triggers that need to become manageable if we are to benefit from what we truly feel.
Authors: Alex Goslar, Orawan Pomthong Goslar & Associates
Submission No. 22
Poster Number 11
Title: Why advocacy is the barometer of your success
Description: TO FOLLOW
Authors: Thomas Berger, Patrick De Pauw, Bram Huyghe
Submission No. 33
Poster Number 12
Title: A Community mHealth Approach to Breast Cancer Awareness in India
Description: Breast cancer is the leading cause of cancer in women in India.This concept paper establishes the need for an interdisciplinary mHealth approach to health marketing messages,using community nurses in India, prior to intervention. It utilizes both Signaling Theory and Technological Acceptance Model as underpinning theory.
Authors: Judith Fletcher-Brown University of Portsmouth Diane Carter University of Portsmouth
Submission No. 54
Poster Number 13
Title: Role of Social Marketing in Promoting Sensitive Products/Services (e.g. Condom)
Description: This poster aims to examine consumers’ perception on existing promotion of condoms in the UK and its impact on young people (18-25 years old) with an evaluation of social marketing role on designing social campaigns on Condoms.
Authors: M Bilal Akbar- University of Derby
Submission No. 51
 
Poster Number 14
Title: Marketing and wildlife conservation: a case study from Zimbabwe
Description: Hwange National Park, Zimbabwe, is home to one of the worlds 6 remaining viable lion populations, however around 25 lions are killed each year as a result of conflict with local communities. This study explores community attitudes towards lions as a first step towards building a social marketing campaign to reduce human-lion conflict.
Authors: Macdonald, E. A. (University of Oxford) Sibanda, L. (University of Oxford) Zimmermann, A. (University of Oxford) Macdonald, D.W. (University of Oxford)
Submission No. 11
 
Poster Number 15
Title: Have You Got The Balls To #getchecked?
Description: Hertfordshire County Council commissioned Hitch to support them in promoting sexual health services for young men and reducing the number of STI/HIV infections across Hertfordshire. The eye-catching ‘sperm wink’ campaign did just that with thousands of men clicking through the #getchecked digital campaign to produce record breaking results.
Authors: Gary Wootten, Hitch Marketing
Submission No. 35
Poster Number 16
Title: Aligning Social Causes with Goals of Major-Gift Donors
Description: Past research indicates that major donors need to feel connected with the social mission of an organization before committing to a contribution. Donors want to ensure that their contribution will be directed to a worthwhile cause. In order to understand the donor and determine the best alignment between the mission of the organization and the donor’s values the fundraiser needs to develop a good relationship. This paper investigates the process of developing the relationship and the role of Active Empathetic Listening on the fundraisers part. Depth interviews with professional fundraisers were conducted.
Authors: Tanya Drollinger University of Lethbridge and Brayden Simpson University of Lethbridge
Submission No. 58

 

Poster Number 17
Title: The Issue of Power in Social Marketing: Case of Prevent Strategy
Description: This poster outlines the issue of power that need more attention from social marketers to achieve the ultimate point of the effectiveness of social marketing as a behavioural change approach.
Authors: Yacoob Suleiman Wiam Id Boumsoud Dr Alan Shaw Dr Julia Meaton
Submission No. 101
Poster Number 18
Title: Role of Social Marketing in Promoting Condoms in the UK
Description: This poster focuses on understanding the evaluation of social marketing theory development (including a critique on existing social marketing models) and its applications to promote taboo subjects such as condoms in the UK.
Authors: M Bilal Akbar- University of Derby
Submission No. 88
Poster Number 19
Title: Micro Insurance Developing Social Support Products: School Fees and Basic Basket of Goods for Low Income Households Using Churches as Touch Points
Description: Including School Fees and Basket of Basic Goods for Low Income Households using Churches as touch points to address the low share of the population, 4.2% using micro-insurance products and pass over selling and advocacy responsibility to church leaders, informal trade groups and family based self-support groups using mobile money to engage payment and communication.
Authors: Nuno Maia, NBC Mozambique, Naturalmente Marketing Social
Submission No. 92
Poster Number 20
Title: Promoting Seat-belt Usage Among Israeli Arabs: A Model-Driven and Empirical-Based Research and Campaign
Description: Israeli Arabs are dis-proportionally injured in car accidents, partly due to a lower rate of seat-belt usage. The poster describes how we applied a behavioral change model for identifying beliefs and reasons for seat-belt use among Arab drivers, and developed a focused intervention.
Authors: Yiftach Gordoni-Lavie, Israel National Road Safety Authority Nehama Laor-Drori, Israel National Road Safety Authority
Submission No. 70
 
Poster Number 21
Title: Evaluation of Shaucha Singh: Estimating effectiveness and gauging lessons for future learning
Description: BBC Media Action has commissioned an ex-post evaluation of a short radio series on rural sanitation in India. The proposed evaluation entails a quasi-experimental design. Around 2800 respondents will be interviewed-1960 unexposed and 840 exposed. Data collection started in July 2018, and final results will be available by October 2018.
Authors: Varun Mohan, Ankur Garg, Soumya Sinha. All work in BBC Media Action- India office
Submission No. 71
Poster Number 22
Title: SHORT VERSION SCALE FOR ORGAN DONATION ATTITUDE
Description: Post-mortem organ donation is a health issue that can benefit from social marketing campaigns. We did the translation, validation, and adaptation of face and content of the ODAS (Organ Donation Attitude Scale) in Brazil. We applied a combination of techniques – back translation, evaluation committee and pre-test – with 10 bilingual researchers.
Authors: Severino Domingos da Silva Júnior (FGV EAESP – Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas; FAPESP – Fundação de Amparo à Pesquisa do Estado de São Paulo). Tânia Modesto Veludo-de-Oliveira (FGV EAESP – Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas). Diana Lúcia Teixeira de Carvalho (UFPB – Universidade Federal da Paraíba).
Submission No. 78

 

Poster Number 23
Title: Literacy in women’s health: an analysis of upstream social marketing actions in Brazil
Description: Brazil faces some public health issues regarding to the development of health literacy, this study aims to analyse the process of literacy (functional, interactive and critical) of women’s health in the light of upstream social marketing. The results obtained indicate when women in socioeconomic vulnerability realized municipal public management was concerned with their well-being, there was a tendency to adopt positive health behaviour.
Authors: Joice dos Santos Alves – Federal University of Paraiba; Stephanie Ingrid Souza Barboza – Federal University of Paraiba; Adriana de Fátima Valente Bastos – Fundação Getúlio Vargas (EAESP); Severino Domingos da Silva Junior – Fundação Getúlio Vargas (EAESP)
Submission No. 90
09:00 – 10:30

Welcome & Morning Plenary

Welcome to the 4th European Social Marketing Conference, Antwerp 2018
Session Chair: L. Suzanne Suggs – University of Lugano, ESMA Board Member
Welcome from the organising committee & European Social Marketing Association
Welcome to Antwerp: Annik Bogaert, Managing Director of Business & City Marketing, City of Antwerp
Keynote speakers:
Prof. Susan Michie, Director, Centre for Behaviour Change, UCL
Marc Michils -  Managing Director, Stand up to Cancer, Belgium
11:00 – 12:35

Morning Breakout Sessions: Auditory Room

11.00 am – 12.00 am: PANEL SESSION
How Marketing Will Save the Planet
This panel has a grand ambition, but one which we feel they can certainly make a strong case for! Our panel of marketing experts will be tackling some of Europe’s most complicated behaviour trends and wicked problems and presenting their case for how marketing might provide the answer to how we can ‘save the planet’.
Chair: Lucie Evers – Social Entrepreneur and Non-profit Marketer, Gent
- Dr David McElroy, Marine Stewardship Council, UK
- Lode Soenen, Marketing Consultant, Belgium
Final speaking line up to be confirmed.
11:00 – 12:35

Morning Breakout Sessions: Evorazaal 1

WORKSHOP
11.00 am – 11.45 am : Submission No. 66

Title: Integrating Diversity and Cultural Competence in Social Marketing

Author: Radhika Howarth

The workshop will look at migration and diversity and the role of culture and communities to create community cohesion. It will explore some of the issues and challenges posed by the migration on local services and the tensions this can create in the host community. The workshop will look at why culture and ethnicity matters in addressing health inequalities and providing patient-centred care. It will explore the role of culture in developing behaviour change interventions that are relevant, equitable and effective for the diverse communities in UK and Europe

Track: Migration, integration and community cohesion

 

WORKSHOP

11.50 am – 12.35 pm: Submission No. 50

Title: Teaching Social Marketing for Employability – Implications for Curriculum Design

Authors: Dr. Lucy Gill-Simmen & Dr. Isabella Chaney. Royal Holloway, University of London

The workshop aims to provide a forum for mutually beneficial exchange between two groups; social marketing practitioners and academics engaged in teaching social marketing, and to identify some of the social marketing skill sets as required by new graduates. It will allow practitioners to focus their attention on the skills and attributes required to become a social marketer. The workshop will give practitioners the opportunity to interact with academics and to inform their curriculum design and to impact education in social marketing. In parallel, practitioners will be given an insight in to the latest pedagogic theory, the latest thinking in curriculum design and will be presented with an overview of the constructivist approach to social marketing education. The workshop will be beneficial to both academics and practitioners since it will serve as a forum for discussion and exchange of ideas.

Track: New theories and methods

11:00 – 12:35

Morning Breakout Sessions: Evorazaal 2

11.00 am – 11.20 am: Submission No. 57

Title: How to consume beer wisely? Insights from university students

Authors: Sara Balonas, Sofia Dias

A leading beer brand in Portugal launched a pilot project on smart consumption to promote change in attitudes and behaviours of university students. The brand intended to see the problem through the target eyes. In a bootcamp, groups of students developed creative solutions on responsible alcohol consumption. Later, they have participated in a pioneer smart consumer awareness action planned for students’ parties. Results will be presented and discussed.

Track: Outcome focused planning, delivery and evaluation

 

11.25 am – 11.45 am: Submission No. 39

Title: ‘Tune In And Talk’ – Helping Parents To Improve Child Literacy

Authors: Ben Caspersz, Founder and Managing Director, Claremont, Ana Granger, Senior Consultant, Claremont

Save The Children wanted to investigate what – other than reading more with children – could help parents from lower socio-economic groups in the UK to ‘tune in and talk’ more with their 0-3 year olds in order to improve literacy outcomes once they reached school age.

Track: Outcome focused planning, delivery and evaluation

 

11.50 am – 12.10 pm: Submission No. 87

Title: Smart Drinking Goals City Pilot Leuven: Local Engagement And Interdisciplinary Collaboration

Authors: Nele Smets and Bert Smits (breakthrough architects at Tweeperenboom cvba)

As the largest brewery in the world, ABInBev is determined to contribute to the WHO’s target to reduce the harmful use of alcohol by 10% by 2025. The company has established Global Smart Drinking Goals, with 4 clear objectives to help reaching these targets, one of which is reducing harmful consumption of alcohol by 10% in six cities worldwide. Leuven is one of those pilot cities, addressing the problem through a public-private partnership.

Track: Upstream social marketing

 

12.15 pm – 12.35 pm: Submission No. 64

Title: Scaling-up Prevention of Harmful Use of Alcohol in General Practice

Authors: Leo Pas  & Bram Pussig Academic Center General Practice Ku Leuven, Belgium

A quasi-experimental study will compare general practices’- identification and brief interventions for alcohol drinking. An intervention city (training and municipal action), intervention city (training only) and control city are compared. Support will be customised based on interviews, focus groups of practitioners and lay people and a Delphi study of stakeholders.

Track: Scaling up and sustaining projects

11:00 – 12:35

Morning Breakout Sessions: Van Laerzaal

11.00 am – 11.20 am: Submission No. 8

Title: Issue Paper: Social Marketing Abandoned in the United Nations

Authors: Michiru Toda, International Labour Organization

1) History of social marketing in the United Nations (and now it is almost forgotten), 2) Revitalization of social marketing to complement behavior-driven programs, 3) the ILO’s Case study – SCORE Project, and 4) Lessons to strengthen upstream communication with international agencies.

Track: Promoting the application of social marketing

 

11.25 am – 11.45 am: Submission No. 83

Title: Facilitating Conversations with Policy Makers

Authors: Dr. Patricia McHugh, NUI Galway, Dr. Christine Domegan, NUI Galway

Would you like to facilitate conversations with policy makers? This presentation will show how Fuzzy Cognitive Mapping (FCM) can be used as an effective platform to ensure the voices and opinions of policy makers are heard and devise more effective policies and calls to action for complex societal issues.

Track: Upstream social marketing

 

11.50 am – 12.10 pm: Submission No. 43

Title: Social Marketing and Behavioural Sciences for Better Policies

Authors: René van Bavel – Joint Research Centre, European Commission, François J. Dessart – Joint Research Centre, European Commission

The ‘behavioural insights’ movement in public policy has a lot in common with social marketing. Embedding the unique contributions of social marketing principles and methods into these ‘behavioural insights’ can contribute to better designed, implemented, and evaluated policies. Two case studies from the European Commission’s work will illustrate these claims.

Track: Promoting the application of social marketing

 

12.15 pm – 12.35 pm: Submission No. 68

Title: Towards Transformative Service Ecosystems and Social Impact Marketing

Authors: Jonna Heliskoski, Hanken School of Economics, Pia Polsa, Hanken School of Economics

While the importance of a shared purpose and system level solution is widely acknowledged, no comprehensive theory of purposeful social impact ecosystems appears to exist. To address the challenge, the presentation introduces a new research agenda called Social Impact Marketing (SIM).

Track: New theories and methods

11:00 – 12:35

Morning Breakout Sessions: Van Wijnzaal

11.00 am – 11.45 am: SPECIAL SESSION

Title: ‘The role of social marketing: selling an idea for the benefit of the society and the economy.’

Presenters: Ellen Van Bochaute,  Hanne Ceulaers & Stijn Jacquemyn – Kunstmaan

Our presentation will cover the risk mitigation of electricity shortages. For this campaign we renounced all doom-mongering, but instead focused on positivity and participation, in order to reduce the risk of electricity shortages during a persistent cold winter. And by ‘all stakeholders’ we really mean every single one: citizens, the energy sector, small and large businesses, the government and regional and national media.

 

11.50 am – 12.10 pm: Submission No. 111

Title: The “Fun on the Bridge” Intervention: Improving Road Safety in Italy

Authors: Sophie Tessier, Business School del Sole 24 Ore, Milano, L. Suzanne Suggs & Natalie Rangelov Università della Svizzera italiana, Institute of Public Communication, BeCHANGE Research Group, Lugano

The “Fun on the Bridge” intervention aimed at increasing the usage of a pedestrian bridge, built to improve road safety in a suburb in Italy. The bridge was object of many critics and not used. This presentation shows how the use of “fun” and Social Marketing helped overcoming some of the barriers that made the use of the bridge unattractive.

Track: Social marketing in practice

 

12.15 – 12.35 pm :Submission No. 77

Title: Promised!: Drivers Promising their Loved Ones not to Speed

Authors: Stijn Dhondt (VSV), Nele Bollen (VSV)

The perception of other road users’ speeding behaviour has a substantial influence on peoples own speeding behaviour. The aim was to counter the belief that speeding is widely spread. By making the group of non-speeders more visible and setting them as an example, we wanted to show that speeding is not a ‘normal’ thing to do.

Track: Health and wellbeing

12:00 – 13:00

Lunch, Networking & Poster Judging

13:05 – 14:30

Afternoon Plenary

Afternoon Plenary
Session Chair: Dr David McElory, Marine Stewardship Council, ESMA Board Member
Keynote speakers:
Gabriëlle van Zoeren – Senior Project Coordinator at City of Antwerp, Circular South – Smart City District
“Citizens going Circular – a journey to get the citizen buy-in”
In 2016 the City of Antwerp took up the challenge to make the New South area a real life citylab for sustainability. What did we achieve and where did we struggle? How did inspiration from the 7E model help us? And does citizen ownership really exist?
Prof. Rob Donovan – Adjunct Professor, School of Human Sciences, University of Western Australia
“The Act-Belong-Commit (ABC) mental health promotion campaign”
The presentation will describe the development, implementation, evaluation and evolution of the internationally diffusing Act-Belong-Commit mental health promotion campaign, that arose in answer to the question: “Can we promote mental health in the same way that we promote physical health?” The presentation will illustrate how the Campaign has moved the mantra that “Mental health is everybody’s business” from rhetoric to reality, and will also reflect on the broader societal implications of the campaign.
15:00 – 17:00

Afternoon Breakout Sessions: Auditory Room

3.00 pm – 5.00 pm: PANEL SESSION
“Tackling Food Issues and Obesity in Europe” 
This two hour panel session will tackle the ongoing issues of food marketing, sugar tax and drives to reduce the impact of obesity in Europe. Chaired by sports nutritionist and social marketer Ria Vanderstraeten this panel will bring together Social Marketing experts and behaviour change communicators working on programmes that promote healthy eating, active lifestyles and community based anti-obesity campaigns in Europe to share their experiences, pitfalls and successes.

Session Chair: Ria Vanderstraeten, Sports Nutrition Consultancy, Belgium

  • Matthew Wood (University of Brighton) social marketing specialist
  • Tim Smit (Leuven University) kids marketing / food marketing specialist
  • Annelies Debels (GROEN) study department health topics political party
  • Ellis Koster (JOGG) Dutch community based anti-obesity program
  • Prof. Dr. Luc Van Gaal (AZ Monica) endocrinologist & obesity specialist
15:00 – 17:00

Afternoon Breakout Sessions: Evorazaal 1

WORKSHOP

3.00 pm – 3.45 pm: Submission No. 14

Title: Dementia and Cognitive Decline – a new Field for Social Marketing

Authors: Felix S. Hussenoeder (presenter), Institute of Social Medicine, Occupational Health and Public Health (ISAP), University of Leipzig, Germany, Francisca S. Rodriguez, Center for Cognitive Science, University of Kaiserslautern, Germany; Ines Conrad, ISAP; Steffi G. Riedel-Heller, ISAP

The workshop will provide those interested in the topic with the necessary information on disorder, relevance and risk factors with a specific focus on modifiable ones. We will apply social marketing thinking with the aim of generating ideas for successful interventions. We will consider different target groups, stakeholders and goals and employ an application focus. Importantly, we will discuss the specific challenges in the field. The session will contain a presentation, group work and discussion. It is of great interest for researchers and health professionals, and for all who want to help establish a new field of social marketing.

Track: Health and wellbeing

 

 

3.50 pm – 4.10 pm: Submission No. 99

Title: Social Marketing with a Soul

Author: Julie Cook, PhD Student, University of Waterloo

In recent years, there has been an upsurge in social movements such as: #MeToo, Black Lives Matter, and #NeverAgain. What can social marketers learn from this inspirational approach to social change? We explore this question, using the New Nordic Food movement as a case example.

Track: Upstream social marketing

 

 

WORKSHOP

4.15 pm – 5.00 pm: Submission No. 80

Title: From Health to Well-being: Exploring the Role of Community-Based Food Projects

Presenter: Dr Nadina Luca, University of York; Marsha Smith, University of Coventry

This session will examine community initiatives that aim to tackle food insecurity and support health and well-being and how a social marketing approach can support such initiatives. It will explore the potential of community-based social marketing programmes to reframe food health outcomes from nutritional benefits to broader well-being dimensions. The session will use participatory mapping to enable attendees to participate in a discussion to create a visual map of the issues related to food insecurity and social marketing approaches to support healthy eating and well-being.

Track: Upstream social marketing

15:00 – 17:00

Afternoon Breakout Sessions: Evorzaal 2

3.00 pm – 3.45 pm: SPECIAL SESSION

Presenter: Rob Donovan, Adjunct Professor, School of Human Sciences, University of Western Australia

Title: Discussing the Act-Belong-Commit mental health promotion campaign

Join Rob Donovan for an open discussion about mental health and social marketing, take your opportunity to quiz one of the world’s leading social marketers in this follow up session to his keynote presentation.

 

3.50 pm – 4.10 pm: Submission No. 98

Title: Social marketing’s core: behaviour or behavioural change?

Authors: Patricia David, Griffith University, Sharyn Rundle-Thiele, Griffith University

This paper aims to make a clear distinction between the concepts of behaviour (a static, one off measure) and behavioural change (a dynamic, time series measure). Drawing from available empirical data from a program conducted in the context of physical activity, this paper illustrates the differences between the two concepts.

Track: New theories and methods

 

4.15 pm – 4.35 pm: Submission No. 49

Title: Social Marketing for Workplace Maternity Protection and Breastfeeding Support: An Example From Bangladesh

Authors: Raihan Amin (aka Adnan R Amin), Managing Director, Purplewood Limited, Mayang Sari, Nutrition Specialist, UNICEF Bangladesh, Neha Kapil, Chief, Communication for Development (C4D), UNICEF Bangladesh

With few workplace protections, new working-mothers in Bangladesh often end up choosing between ‘gainful employment’ and ‘effective caregiving’, including exclusive breastfeeding. The UNICEF-led workplace maternity protection program starts with a compelling business-case for investing in new mothers, and employs a mix of advocacy, endorsements and sensitization.

Track: Upstream social marketing

 

4.40 pm – 5.00 pm: Submission No. 41

Title: Towards a Social Marketing Model of Organ Donation

Authors: Tanja Kamin, University of Ljubljana, Kathy Knox, Griffith University

This conceptual paper sets out how to think about and develop organ donation interventions from a social marketing perspective. The model is framed against theory driven questions that differentiate the social marketing approach from other behavior change approaches: 1) Where are the target audience currently in relation to the desired behavior; 2) What factors contribute to that position; and 3) How can the audience be moved towards the desired behavior?

Track: Health and wellbeing

15:00 – 17:00

Afternoon Breakout Sessions: Van Laerzaal

WORKSHOP

3.00 pm – 3.45 pm: Submission No. 25

Title: Harnessing the Power of Connected Communities: A Social Marketing Approach

Author: Dr Mazia Yassim, University of Greenwich

This workshop aims to involve participants in a discussion on the nature of community cohesion, its wider impact and the role of social marketing in bringing communities together. A brief presentation will set the context and introduce the complexities involved in this area. Following this, participants will engage in group discussions on specific questions and themes relating to the aim of the workshop.

Track: Migration, integration and community cohesion

 

3.50 pm – 4.10 pm: Submission No. 97

Title: Co-creating Integration Services with Refugees in Regional Finland: Case Studies

Authors: Csilla Veszteg, Janet Carter Anand, University of Eastern Finland

PROMEQ New Start Finland! research is focusing on adult refugees, residing in Eastern Finland. This presentation will focus on the first results of our four case studies which aimed to increase new refugee’s understanding of a) employment services; b) educational opportunities; c) language learning; d) social participation.

Track: Migration, integration and community cohesion

 

WORKSHOP

4.15 pm – 5.00 pm: Submission No. 40

Title: Emotion Analytics – Why We Need To Consider Emotions In Upstream Decision Making

Author: Nick Godbehere and Gary Wootten

Cutting edge emotional analytics blended with tried and tested research. This participative workshop will demonstrate emotional analysis and how we’re able to show how the public or stakeholders FEEL about the issues they are dealing with and offer insight-driven solutions to feed upstream. It will show how agencies and brands have created new customer and brand experience by transforming content into unique Emotionally Intelligent Insights.

Track: New theories and methods

15:00 – 17:00

Afternoon Breakout Sessions: Van Wijnzaal

3.00 pm – 3.45 pm: SPECIAL SESSION

Presenter: Gabriëlle Van Zoeren, City of Antwerp, Circular South – Smart City District

Title: Circular South – step stones for citizens ownership – an interactive session on learning by doing 

The City of Antwerp took several initiatives to get the citizen buy-in for a more circular approach to life. Three initiatives which are currently at hand, will be presented and analysed in interaction with the audience using the 7E Model as a guide.

 

3.50 pm – 4.10 pm: Submission No. 74

Title: Eradicating open defecation through a wide scale behaviour change campaign

Authors: Ankur Garg, Tej Prakash Yadav, Soumya Sinha, Varun Mohan, BBC Media Action (India)

India’s sanitation programme has shifted its focus from construction of toilets to behaviour change for use of toilets. BBC Media Action developed a series of 10 short radio capsules to debunk myths and misconceptions related to construction, maintenance and consistent use of toilets while highlighting the risks of open defecation.

Track: The implementation challenge

 

4.15 pm – 4.35 pm: Submission No. 91

Title: Encouraging Young Students to Volunteer Through Social Marketing

Authors: Pia Polsa, Hanken School of Economics, Daniela Sumelius, Hanken School of Econoimcs

The theoretical framework is applied through three different methods on Citizen Forum’s Jeesaan project, a course developed to encouraging young students to volunteer. Results show that students are driven by altruistic motives but lack the self-initiative to act upon their motivation. Based on the findings of this study the theoretical framework is adjusted by changing the order of the MOA factors to OAM and adding timing to the marketing mix.

Track: The implementation challenge

 

4.40 pm – 5.00 pm: Submission No. 46 – to confirm

Title:

Authors:

Track: The implementation challenge

18:30 – 20:30

Civic Reception: Felix Archives, Antwerp

The City of Antwerp welcomes delegates to a Civic Reception (Free to all delegates)
Venue: FelixArchief, Antwerp - Find out more about the venue
The FelixArchief is a grand 19th Century warehouse built in Antwerp’s historic dock and now houses the city archive. This fascinating location houses over 24 km of records for the city authority and also houses the municipal archive including a vast collection of historic images of Antwerp containing more than 70,000 digitised photographs.
Following a formal welcome from the City of Antwerp, and paper award presentations delegates will be able to enjoy a standing drinks reception and network with your fellow social marketers after what we hope has been an engaging and thought provoking first day to the conference.
The FelixArchief is a 2 km walk from the conference venue. Delegates are welcome to make their own way to the venue on foot or by pubic transport,  walking guides will also depart from Elzenveld to the Reception departing at 17.45 and 18.00.

Friday 7th September

09:00 – 10:00

Morning Plenary

Morning Plenary
Session Chair: Drs Julie Huibregtsen - Huibregtsen Sociale Marketing, ESMA Board Member
Keynote speakers:
Peter De Smedt - DKB Behavioural Insights team, Flemish administration, Brussels
“Can we take behavioural insights within policy making to a deeper level?”
In this presentation, we will share our hands-on experience about the newly established behavioural insights unit which has been in operation since early 2017. We believe that policy development rooted in evidence, especially using behavioural insights, can lead to improved decision making. We will guide the audience through the early days of this public sector innovation related initiative, what the goals are and introduce some early initiatives we have been working so far.
Thomas Dirkmaat - Coordinator, Behavioural Insights Team at The Netherlands Ministry of Economic Affairs and Climate Policy
10:15 – 11:50

Morning Breakout Sessions: Auditory Room

10.15 am – 11.00 am: PANEL SESSION
“Is Social Marketing ethical?” – Chair, Brigitte Boonen, Belgian Cancer Foundation
Is Social Marketing Ethical? Does it push the boundaries of what is ethical in terms of persuasion, coercion and choice architecture? Do people have free will at all? Join this session as an expert panel of social marketers including Prof. Jeff French discuss the ethics of Social Marketing and behaviour change communication.

 

11.05 am – 11.25 am: Submission No. 17

Title: Extending Focus Beyond Individuals: A New Method and Wider Theory Application

Authors: Sharyn Rundle-Thiele, Griffith University, Jason Pallant, Swinburne University; Patricia David, Griffith University

Social marketing needs new theories and methods to ensure that focus is extended beyond individual parameters, segmentation is taken into account and longitudinal approaches are employed. This study 1) moves beyond individual factors to consider structural and social factors, 2) applies a segmented approach, 3) utilises a longitudinal model.

Track: New theories and methods

 

11.30 – 11.50 am: Submission No. 13

Title: An evaluation of the SROI process in social marketing

Author: Dr Alan Shaw, Northumbria University

Social marketing has no clear consensus on how outcomes should be evaluated. One option is the adoption of the social return on investment framework, it provides a ratio indicating the level of return to every single value of currency used. A case study focusing people with learning difficulties was used.

Track: Social impact investing

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10.15 am – 11.00 am: PANEL SESSION

“Is Social Marketing ethical?” – Chair, Brigitte Boonen, Belgian Cancer Foundation

Is Social Marketing Ethical? Does it push the boundaries of what is ethical in terms of persuasion, coercion and choice architecture? Do people have free will at all? Join this session as an expert panel of social marketers including Prof. Jeff French discuss the ethics of Social Marketing and behaviour change communication.

 

11.05 am – 11.25 am: Submission No. 17

Title: Extending Focus Beyond Individuals: A New Method and Wider Theory Application

Authors: Sharyn Rundle-Thiele, Griffith University, Jason Pallant, Swinburne University; Patricia David, Griffith University

Social marketing needs new theories and methods to ensure that focus is extended beyond individual parameters, segmentation is taken into account and longitudinal approaches are employed. This study 1) moves beyond individual factors to consider structural and social factors, 2) applies a segmented approach, 3) utilises a longitudinal model.

Track: New theories and methods

 

11.30 – 11.50 am: Submission No. 13

Title: An evaluation of the SROI process in social marketing

Author: Dr Alan Shaw, Northumbria University

Social marketing has no clear consensus on how outcomes should be evaluated. One option is the adoption of the social return on investment framework, it provides a ratio indicating the level of return to every single value of currency used. A case study focusing people with learning difficulties was used.

Track: Social impact investing

10:15 – 11:50

Morning Breakout Sessions: Evorazaal 1

10.15 am – 11.00 am: Submission No. 89

Title: Developing a Global Communications Framework to Combat Substandard and Falsified Medicines on behalf of The World Health Organisation (WHO)

Authors: Paul Brewer. Medicines and Healthcare products Regulatory Agency (UK)

This interactive workshop will explore Substandard and Falsified (SF) medicines and the threat they represent, with a focus on critiquing and improving a communications framework being developed by World Health Organisation (WHO). SF products may fail because they have no Active Pharmaceutical Ingredient (API) or be contaminated or contain dangerous ingredients which can be harmful or potentially fatal. Communications can make people aware of these dangers and provide them help to choose genuine medicines, so WHO have developed a global framework to provide guidance to member countries. In the workshop attendees will critique the framework, gain insight to the approach and contribute to this critical public health initiative.

Track: Health and wellbeing

 

11.05 am – 11.25 am: Submission No. 53

Title: Using Social Marketing to tackle Antimicrobial Resistance in England

Authors: Ann Don Bosco, Miriam Miller, Matthew Walmsley, Public Health England

This session will cover Public Health England’s campaign to tackle antimicrobial resistance in England. It will cover audience insights, how the campaign was planned, delivered and evaluated.

Track: Health and wellbeing

 

11.30 – 11.50 am: Submission No. 82

Title: Supporting WHO Global Action Plan for Seasonal Influenza Vaccinations: The Development of a Social Marketing Systems Methodology

Authors: Christine Domegan, Dmitry Brychkov, Patricia McHugh, NUI Galway; Áine McNamara, Katharine Harkin, HSE; Christine Fitzgerald, NUI Galway; Diarmuid O’ Donovan, HSE

A roadmap that takes systems thinking and turns it into powerful systems practice to deliver deep and sustainable change. For all social marketers, change makers, social entrepreneurs and implementers – with large or small budgets in large or small institutions – who want to disrupt and re-set the trajectory of a system.

Track: Health and wellbeing

10:15 – 11:50

Morning Breakout Sessions: Evorazaal 2

10.15 am – 10.35 am: Submission No. 73

Title: VIF “Les Bons Comportements Alimentaires” Campaign

Authors: Patricia Gurviez, UMR Ingénierie Aliments Procédés, AgroParisTech INRA Université Paris-Saclay, Sandrine Raffin, Link-Up Factory Agnès Lommez, Caroline Dailly, association FLVS

“Les Bons Comportements Alimentaires” (“Right Food Behaviours”)campaign addresses children eating patterns with a specific focus on portion sizes: It consists in forming professional actors at a local level to support change behaviours of canteens staff, children and families regarding food portions sizes and treats.

Track: Health and wellbeing

 

10.40 am – 11.00 am: Submission No. 60

Title: Increasing physical activity: Stepping up to the Challenge

Authors: Goh Kah Lin, Health Promotion Board, Singapore

With obesity projected to affect 15% of the population by 2024, the National Steps Challenge was introduced by the Singapore Health Promotion Board. Incorporating a wearable steps tracker and a mobile application, the aim of the Challenge is to inspire Singaporeans to sit less and move more.

Track: Health and wellbeing

 

11.05 am – 11.25 am: Submission No. 94

Title: Sparking Intrinsic Motivation in Behavioural Change Projects

Authors: Rik Baas, CommunicatieBaas

As change agents we share it all the time: ‘knowledge alone does not guarantee behavioural change’. However, aren’t we doing the same when we try to engage people into change projects? And how can we spark intrinsic motivation? This presentation offers an approach to initiate this spark within your project.

Track: Promoting the application of social marketing

 

11.30 – 11.50 am: Submission No. 45

Title: A Conceptual Model Analysing Building-in-Use to Act on Energy Performance Gap

Authors: Joelle Mastelic

This conceptual paper proposes a new model on energy performance gap in the building sector. Living lab methods have been used to co-create an intervention with multiple stakeholders to increase energy efficiency of a sustainable neighbourhood.

Track: New theories and methods

10:15 – 11:50

Morning Breakout Sessions: Van Laerzaal

10.15 am – 10.35 am: Submission No. 59

Title: HealthHub – Your Health. In Your Hands

Authors: Dzurina Zainal, Health Promotion Board,

Designed to alleviate increasing pressure on the healthcare sector, HealthHub is Singapore’s first one-stop health information and e-services platform, available on the web and mobile app. This presentation examines how we can empower citizens to take greater ownership of their health, by focusing on delivering smart citizen-centric e-services and localised content, responding to their needs.

Track: Health and wellbeing

 

10.40 am – 11.00 am: Submission No. 67

Title: Do we need to target parents directly? Insights from a fruit and vegetable social marketing program

Authors: Ville Lahtinen, Dr Timo Dietrich, Prof Sharyn Rundle-Thiele, Griffith University

Most social marketing programs have focused on influencing individuals and ignored the calls to extend focus on social and environmental influences. The Viisi Per Päivä program (fruit and vegetable program) applied a social ecological model to broaden the focus to the parents and teachers of 5-12 year old children. The results showed a significant increase in subjective norms and in behavioural control towards parents serving more fruit and vegetables to their children.

Track: Health and wellbeing

 

11.05 am – 11.25 am: Submission No. 72

Title: Factors affecting the effective promotion of healthy life style of adolescents. Evidence from Italy

Authors: Sabina De Rosis, Francesca Pennucci, Chiara Seghieri, Laboratorio Management e Sanità – Institute of Management – Sant’Anna School of Advanced Studies

In this paper, the authors present a cluster analysis performed on a sample of 4,749 respondents aged 15-18 years from Tuscany Region (Italy), with the aim to provide lifestyle related behavioural insights regarding teenagers and, thus, inform policy makers, health care managers and social marketers for effectively designing and rolling-out integrated programs targeted to adolescents.

Track: Health and wellbeing

 

11.30 – 11.50 am: Submission No. 75

Title: Applying Ethnography in Social Marketing Research: Harnessing Ethnographic Insight for Social Good

Authors: Mr Peter Matheis (La Trobe University), Dr Michal Carrington (The University of Melbourne) Professor Gillian Sullivan Mort (La Trobe University)

The key to achieving more effective and sustainable social marketing outcomes lies in obtaining meaningful insight into the nature of the social phenomena of interest and the environment in which they occur. This presentation will examine the importance of harnessing rich description through ethnographic techniques in social marketing.

Track: New theories and methods

10:15 – 11:50

Morning Breakout Sessions: Van Wijnzaal

10.15 am – 10.35 am: Submission No. 10

Title: Plain Package; Can it Affect Health Awareness and Quit Smoking Attempt Behaviour?

Author: Eko Fitrianto, Universitas Sriwijaya, Indonesia

We conduct a preliminary test to compared smoker’s perception at the regular package and plain package, even the plain ones have been not implemented yet. To make more realistic about plain package’s response, we use a prototype to amplify their visualization. To convey the messages, we use social media by involving all relevant participants.

Track: Promoting the application of social marketing

 

10.40 am – 11.00 am: Submission No. 28

Title: I Quit – Creating a Pro-Quitting Culture for Tobacco Control

Authors: Esther Pee, Adeline Ng

To reduce the smoking prevalence in Singapore, the Health Promotion Board introduced “I Quit”, a smoking-cessation programme that encourages smokers to quit smoking, by starting with staying smoke-free for 28 consecutive days. Participants are supported by a trained “Quit Consultant”; daily SMS tips and reminders; and a Facebook page where they receive emotional support from members of the community. Also included are incentives during and after completion of the basic programme.

Track: Health and wellbeing

 

11.05 am – 11.25 am: Submission No. 38

Title: Breathe: Co-design and Launch of a New Stop Smoking Service

Authors: Gary Wootten, Hitch Marketing

Camden & Islington councils commissioned Hitch to develop a new stop smoking service to achieve the reductions set out in the Smokefree Strategy. Hitch reviewed existing stop smoking service provision, delivered recommendations for service designs, co-designed the service brand and supported with the launch of the new service.

Track: Health and wellbeing

12:15 – 13:00

Afternoon Plenary

Afternoon Plenary

Session Chair: Ria Vanderstraeten - Sports Nutrition Consultancy, Belgium

 

Keynote speakers:

L. Suzanne Suggs, PhD, MS, CHES - Associate Professor of Social Marketing, University of Lugano, Switzerland

“Making Social Marketing matter to policy makers”

This discussion focuses on the relevance of social marketing for policy makers. Financial, environmental, and social costs of sub-optimal behaviours and systems combined with the persistent and increasing public mistrust in science and government make social marketing more relevant than ever. Social marketing has been endorsed as a framework of choice in several policy documents and governments and agencies are increasingly recommending it to tackle some of the most severe problems facing Europe today; including NCDs and vaccinations. However, much attention is still placed on motivating individuals to behave better, when evidence suggests the causes of problems are often rooted in sub-optimal policies. Creating conditions in which individuals, communities, and service providers have accessible options for socially good behaviours, requires that policy makers have a sound understanding of social marketing and why it matters.

13:00 – 14:00

Lunch

14:00 – 15:35

Afternoon Breakout Sessions: Auditory Room

2.00 pm – 2.20 pm: Submission No. 110

Title: Insights into a Successful National HIV Prevention Campaign

Authors: Chamut Kifetew, Takudzwa Mukiwa, Dominic Edwardes and Caroline Barker, Terrence Higgins Trust; Natasha Ross, Kantar Public

It Starts With Me is an award-winning social marketing campaign. It promotes HIV testing and prevention among the most affected communities in England, using multiple channels and approaches for the greatest impact. The campaign was co-created with key stakeholders, and provides opportunities to increase awareness, motivate behaviour and support action.

Track: Health and wellbeing

 

2.25 pm – 2.45 pm: Submission No. 81

Title: Adrenaline Battle campaign: turning HIV-test into an exciting game experience for teenagers, with excellent results.

Authors: Nataliya Olbert-Sinko, Oksana Sorzhulenko, Igor Gavrylenko, Denis Trofimenko, Anastasiya Turchynets, Kateryna Hrabovska, Iryna Prudchenko, Veronika Neroda, Yuriy Shedenko, Olga Inozemtzeva, Be—it Health & Social Impact , Kyiv, Ukraine

A captivating story about changing teenagers’ behavior in a very unusual way. When you are young, your adrenaline rate wants to be high – this insight helped to create an impactful social campaign. Natalya will guide us through the process of creation and running of a fun competition among youngsters, in which each of 7000 battle participants, who were led by a dream to meet their idol, came through all kinds of “on-the-edge” tasks, one of which was to get HIV-test done.

Track: Upstream social marketing

 

2.50 pm – 3.10 pm: Submission No. 96

Title: The use of Offensive Language in Social Marketing to Combat Homophobic Language

Authors: Guillaume Arribart, Diane Laloum, Jonatan Santillan Delgado, Mia Birau – ESDES Catholic University of Lyon

Our campaign consisted of using offensive language to gain the attention of viewers and to hopefully have a lasting impression on them. We focused on non-heterosexual individuals. We would lile our community to realize how these words can ultimately destroy someone’s life.

Track: Migration, integration and community cohesion

 

3.15 pm – 3.35 pm: Submission No. 108

Title: Towards prevention of occupational diseases among workers exposed to hazardous substances

Authors: Maartje Bakhuys Roozeboom, Maaike Weyers, Laurie Hermans, Anita Venema (TNO), Julie Huibregtsen (Huibregtsen Sociale marketing)

The aim of the current project was to provide recommendations for developing interventions to prevent occupational diseases among workers exposed to hazardous substances. Techniques from social marketing were used to identify the target groups of the interventions and the drivers and barriers for safe behaviour and successful interventions.

Track: Health and wellbeing

14:00 – 15:35

Afternoon Breakout Sessions: Evorazaal 1

WORKSHOP

2.00 pm – 2.45 pm: Submission No. 52

Title: Encouraging Sports Canteens In Offering A Healthier Food and Beverage Choice

Authors: Tessa de Groot, W&I Group B.V, Linda Schonewille, Anja Nijman, Jongeren Op Gezond Gewicht

How can we encourage sports canteens in offering a healthier food and beverage choice? Prior social marketing research (2016) has shown that the degree of intention and behaviour in relation to a healthy food and beverage offer in a sports canteen differs. This workshop is of interest to anyone who is involved with, or interested in, a healthier food and beverage offer within sports canteens. The topics covered in the workshop are: Wellbeing and Health, Sports and Food. Participants gain insight into the phases of behavioural change and how to respond to the different needs of their target group. Also, a theoretical foundation of the stages of change model will be discussed.

Track: Scaling up and sustaining projects

 

2.50 pm – 3.10 pm: Submission No. 21

Title: Applying a Social Marketing Perspective to Perceptions of Food Labels

Authors: Clidna Soraghan,  Prof. John Ensor, Dr. Elaine Thomson, Edinburgh Napier University

In a bid to warn consumers about the nutrient levels within foods, the UK Government has introduced a front of pack (FoP), traffic light, nutrition labelling system. This study employed an ethnographic methodology to understand perceptions of, and engagement with, FoP labels in a natural setting.

Track: Promoting the application of social marketing

 

3.15 pm – 3.35 pm: Submission No. 106

Title: Emphasis on Privation: Addressing the Food Environment Prior to Individual Change

Authors: Julia Carins – Griffith University/DST Group, Sharyn Rundle-Thiele – Griffith University Ophelie Delmas – AgroParisTech

This project explored the effect of environmental changes on behaviour, in the absence of individual appeals. Creation of supportive environments for healthful behaviour is considered important in social marketing. Transformation of a military dining room and modified food services increased satisfaction, self-efficacy and resulted in more healthful selections at lunch, but not at dinner.

Track: Health and wellbeing

14:00 – 15:35

Afternoon Breakout Sessions: Evorazaal 2

2.00 pm – 2.20 pm: Submission No. 104

Title: Social Marketing in practice to create a new health behaviour in the household and generate demand for new nutritional product: Super Bebe.

Authors: Naturalmente Social Marketing, Mr. Nuno Maia

Introducing in the market for the first time, a Micro Nutrient Powder Mozambican brand. The brand creation process involved research in households related with buying behaviour, cooking routine and family behaviour towards meals and drinks. On the brand creation and communication, research was based on stimulus and understanding of the brand promise vs product benefits.

Track: Social marketing in practice

 

2.25 pm – 2.45 pm: Submission No. 76

Title: One Financial Education Intervention, Two Performances, What Happened?

Authors: Tam Nguyen-Cousins, PhD Student, The True Potential Centre for the Public Understanding of Finance, Business School, Open University

An introduction about a research project on a financial education intervention to promote desirable saving and borrowing behaviours through the lens of social marketing. Key findings will be presented together with discussions and recommendations.

Track: Promoting the application of social marketing

 

2.50 pm – 3.10 pm: AWAITING RESPONSE

 

3.15 pm – 3.35 pm: AWAITING RESPONSE

14:00 – 15:35

Afternoon Breakout Sessions: Van Laerzaal

2.00 pm – 2.20 pm: Submission No. 55

Title: Social Marketing and Sustainable Tourism: A Systematic Review of Research Papers 2000-2017

Authors: Wiam Id boumsoud Author: Brendan Canavan Author: Alan Shaw Author: Yacoob Suleiman

This paper provides a systematic review for articles tackling social-marketing in tourism and sustainable tourism fields from 2000 to the end of 2017. The findings of the paper discuss the great potential of social marketing and opens new gates for social-marketing and sustainable tourism researchers to bridge the gap between social-marketing and tourism.

Track: Promoting the application of social marketing

 

2.25 pm – 2.45 pm: Submission No. 32

Title: “Ugly Produce” Anti Food Waste Campaigns: Consumer Perceptions of Misshapen Produce

Presenter:

Authors: Mia Birau, Catholic University of Lyon, Corinne Faure, Grenoble Ecole de Management

Food waste is a complex problem in today’s society. Several measures are in place to reduce food waste, one such measure is the “ugly produce” campaign that allows misshapen produce to be sold in the stores. Results from three experimental studies show that, compared to conventional produce, misshapen produce is perceived to be more natural. These findings refine existing literature on products’ visual attributes, which usually reveals unfavourable effects of negative visual attributes.

Track: Environment and sustainability

 

2.50 pm – 3.10 pm: Submission No. 84

Title: Do Stakeholders Really Matter?

Authors: Patricia McHugh, Christine Domegan, NUI Galway, Paula Kellett, Sheila J. J. Heymans, European Marine Board, Belgium; Julia Vera, Travelecoology, Spain; Mariluz Parga, Submon, Spain; Lora E. Fleming, Claire Eatock, European Centre for Environment and Human Health, University of Exeter

Do you struggle with stakeholder participation in your social marketing programmes or initiatives? This presentation will provide proven tasks, tools and activities for effective stakeholder participation. It will show that working ‘with’ stakeholders, rather than ‘on’ their behalf can build bridges and transform societies. Stakeholders really DO matter!

Track: Environment and sustainability

3.15 pm – 3.35 pm: Submission No. 15

Title: ‘I Live Sustainably’. Exploring Sustainable Narratives through Identity Expression and Motivational Drives

Authors: Irene Garnelo-Gomez, Kevin Money, University of Reading, David Littlewood, The University of Sheffield

This study explores the narratives of 35 people who self-identify as being sustainable with two interlinked aims: (1) to explore how such individuals use sustainable narratives as an expression of their identity, and (2) to explore what motivates them to live sustainably. While novel insights emerge from each of these explorations, findings are also used to shed light on how expressions of identity and motivational drives interplay in sustainable narratives. This culminates with the presentation of a novel typology which classifies individuals as ‘Holistically’, ‘Privately’, ‘Publicly’ or ‘Accidentally Sustainable’.

Track: New theories and methods

14:00 – 15:35

Afternoon Breakout Sessions: Van Wijnzaal

2.00 pm – 2.20 pm: Submission No. 109

Title: Marketing Social Marketing Theory to Practitioners

Authors: Tatiana Levit, Magdalena Cismaru, University of Regina

Social marketing theories accumulate massive amounts of evidence about human behaviour, however, researchers need to engage in more dynamic knowledge translation. We suggest actionable guidelines for practitioners on how to find and use theories at all the stages of development for successful campaign building for any context.

Track: Promoting the application of social marketing

 

2.25 pm – 2.45 pm: Submission No. 9

Title: Resilience, Social Marketing and Social Change

Authors: Matt Wood, Brighton University

Resilience is a critical concept which could integrate different views on, and approaches to, social marketing. The aim is to inspire social marketers to move away from narrow, issue-based interventions targeting individual behaviours and to consider the impact of social ecologies, particularly the contribution resilience research can make to behaviour change.

Track: Upstream social marketing

 

2.50 pm – 3.10 pm: Submission No. 86

Title: “Will it Blend?” Introducing Blended Learning in a Service Learning-based Social Marketing Course

Authors: Dr. Marco Bardus, Dr. Tamar Kabakian-Khasholian, Ms. Bouchra Hayek, Ms. Mayada Kanj, Ms. Aline Germani, FHS

We report the case of a mixed-methods, quasi-experimental study comparing a blended learning (face-to-face and online) to a traditional (face-to-face only) social marketing course. Qualitative and quantitative results show that blended learning offers a meaningful learning experience which can improve the quality of learning and understanding of the subject.

Track: Promoting the application of social marketing

 

3.15 pm – 3.35 pm: Submission No. 44

Title: Campaigning In The Name Of Empowerment

Authors: Tanja Kamin, University of Ljubljana, Margaret Thomas, The University of Sydney

Terms deriving from the word-root ‘empower’ are commonly used by designers of social change programs. However, what do they actually refer to, when they talk about empowerment? In this paper, we will discuss how social marketing programs could contribute to empowerment processes that are related to healthy lifestyles.

Track: New theories and methods

16:00 – 17:00

Final Plenary

Closing Plenary Session
Join us for the final plenary session of the event as we reflect on the lessons learnt across the past two days.
Session Chair: Professor Jeff French - CEO Strategic Social Marketing, Kings College London, University of Brighton, ESMA Board Member
17:00

Close: see you in 2020!