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In preparation for the 4th European Social Marketing Conference (6-7 September 2018, Antwerp) the European Social Marketing Association (ESMA) and City of Antwerp invite you to a special free event to introduce the power of social marketing to create positive, long lasting behaviour change.

Enjoy an engaging afternoon of presentations from leading European social marketers, representatives from the city of Antwerp and Belgian social marketing experts as they tell their story of the power of social marketing.


Professor Jeff French – ESMA Board Member, CEO of Strategic Social Marketing: An introduction to Social Marketing, why we need it and why it works

This session will introduce the six key concepts of social marketing illustrated by examples from around the world. The session will also cover how Social Marketing concepts can be incorporated into social programmes to increase their effectiveness, efficiency and citizen satisfaction.

Brigitta Boonen – Expert Belgian Cancer Foundation, President Elect Euroskin: Behavior change against Cancer, a miracle pill and or a month without drinking?

In this session the results of different campaigns from the Belgian Cancer foundation will be shared. These campaigns have been aimed at reducing risk of cancer via behaviour change. We have analysed success factors and will present the pitfalls we came across while explaining the different levels of impact achieved.

Milan Rutten – City of Antwerp: The importance of fair statistics for social marketing

Market research is essential to measure the impact of social marketing, but you have to get your statistics right. Antwerp is a multi-ethnic city, but it’s difficult to get representative samples. The past year we did some trial-and-error experiments to obtain more representative results.

George Perlov – Edelman: Driving behaviour change through communications

This session will highlight learnings, insights and best practices in social marketing campaigns from around the world, based on a report developed for the Arcus Foundation. Issues campaigners face, social marketing theory and case studies will be discussed.


Tue 27 February 2018, 13:00 – 17:00 CET
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Den Bell
Francis Wellesplein 1
2018 Antwerp
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Entry to the warm-up event on the 27th Feb event is free, refreshments will be provided.

Register here