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.

10:00 – 13:30

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

Julie Huibregtsen

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

10 am – 1.30 pm – Dutch 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.

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 & Welcome 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.

09:00 – 10:30

Conference Welcome & Morning Plenary

Welcome to the 4th European Social Marketing Conference, Antwerp 2018
Welcome from the organising committee & European Social Marketing Association Prof. Jeff French, Kings College London & Brighton University, CEO Strategic Social Marketing, ESMA Board Member
Welcome to Antwerp & Belgium from the City of Antwerp.
Morning Keynotes
Keynote Chair – Prof. Jeff French
Keynote speakers:
Prof. Susan Michie, Director, Centre for Behaviour Change, UCL
Milan Rutten, Director of Marketing Strategy, City of Antwerp
11:00 – 12:00

Morning Breakout Sessions

Breakout sessions at the conference will be spread across five rooms including the main auditorium. These sessions will provide a choice of content for people to engage with, such as  paper presentations and interactive sessions accepted via the paper submission process, along side invited workshops and panel sessions.
Confirmed highlights in this session include…
Panel Sessions 
“How Marketing will save the planet” 
Chaired by Lucie Evers 

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’.

Interactive Sessions 
Kunstmaan | Accenture Interactive invited sponsor session

In this session Kunstmaan, communication agency and social change practitioners, will share some of their expertise and case studies from recent projects in Belgium.

10:30 – 11:00

Coffee & Networking

12:00 – 13:00

Lunch, Networking & Poster Judging

13:05 – 14:30

Afternoon Plenary

ESMA: The European Social Marketing Association
Introduction to the European Social Marketing Association from Prof. Jeff French
Afternoon Keynotes
Keynote Chair – Dr. Nadina Luca, University of York
Keynote speakers:
L. Suzanne Suggs, Associate Professor of Social Marketing, University of Lugano, Switzerland
Marc Michils, Managing Director, Come on against Cancer, Belgium
15:00 – 17:00

Afternoon Breakout Sessions

Breakout sessions at the conference will be spread across five rooms including the main auditorium. These sessions will provide a choice of content for people to engage with, such as  paper presentations and interactive sessions accepted via the paper submission process, along side invited workshops and panel sessions.
Confirmed highlights in this session include…
Panel Sessions 
“Tackling Food Issues and Obesity in Europe” 
Chaired by Ria Vanderstraeten

This hour long panel 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.

14:30 – 15:00

Coffee & Networking

17:00

Close

18:30 – 22:00

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

Welcome to day 2 from the organising committee & European Social Marketing Association, including a summary of the first day. 
Morning Keynotes
Keynote Chair – Julie Huibregtsen
Keynote speaker:
Peter De Smidt – Director, Transition Lab (DKB), Flanders

An exciting talk about the newly established behavioural insights unit in Flanders which has been in operation since early 2017. Peter will guide us through the early days of this new government backed initiative, what their goals are in Flanders introduce some early initiatives they have been working on in the past 12 months.

10:15 – 11:45

Morning Breakout Sessions

Breakout sessions at the conference will be spread across five rooms including the main auditorium. These sessions will provide a choice of content for people to engage with, such as  paper presentations and interactive sessions accepted via the paper submission process, along side invited workshops and panel sessions.
Confirmed highlights in this session include…
Panel Sessions 
“How Marketing will save the planet” 
Chaired by 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.

“Immigration, Integration & Community Cohesion”
Chaired by George Perlov, Director, Edelman

The nature and composition of communities across Europe and the World have changed dramatically in the past decade, yet are Social Marketers, civil servants, governments and agents producing intervention campaigns equipped to understand how this change is effecting their work? Join this panel of experienced behaviour change practitioners and researchers as they discuss issues of community cohesion, integration and how best to communicate with diverse communities.

11:45 – 12:15

Coffee & Networking

12:15 – 13:00

Afternoon Plenary: ESMA Choice Panel

Afternoon Plenary: ESMA choice panel, a discussion chosen and driven by ESMA members

This fascinating plenary session will be a wide ranging and interactive session where audience members will be asked to ask questions throughout as our panel of invited speakers tackle questions and issues raised by ESMA members before the conference.

If you have a topic, question or area of Social Marketing that you would like to be discussed on the ESMA Choice Panel simply look out for the member survey which has been distributed to all ESMA members by email.

Alternatively, if you are an ESMA member and would like to pose a topic or question for the panel then pass on your ideas to euro@wsmconference.com 

13:00 – 14:00

Lunch

14:00 – 15:30

Afternoon Breakout Sessions

Breakout sessions at the conference will be spread across five rooms including the main auditorium. These sessions will provide a choice of content for people to engage with, such as  paper presentations and interactive sessions accepted via the paper submission process, along side invited workshops and panel sessions.
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, hear from our final speaker.
Session Chair: Dr David McElroy, ESMA Board member
Closing Keynote Speaker: TBC
Summing up & thanks: Professor Jeff French, ESMC Chair, ESMA Board Member, CEO Strategic Social Marketing
15:30 – 16:00

Coffee & Networking

17:00

Close: see you in 2020!