Thursday 14th September
08:00 – 09:00
Registration & Welcome Coffee
09:00 – 10:00
Morning Plenary - click for details
9.00 – 9.15: Welcome from Queen Mary University & Conference Committee
Dr Danae Manika & Professor Jeff French
9.10 – 9.35: Keynote - Ellen O’Donoghue, Public Health England
Promoting public health: how social marketing has acted as a lever for change in the UK
Public Health England has created some of the world’s most impactful and trusted social marketing campaigns, including Be Clear on Cancer, Act FAST, Stoptober and Change4Life. We will consider how social marketing is most effective as one lever amongst many, looking particularly at how it has been used to contribute to the fall in UK smoking rates.
Ellen is head of Public Health England’s marketing strategy and planning team, which is responsible for the strategy, insight and evaluation of social marketing campaigns including Change4Life, Act FAST and Be Clear on Cancer. She was previously director of The Ladder Consultancy, a strategic communications agency focusing on public policy. Prior to that Ellen was a board director at a social change agency, where she worked with clients including Cancer Research UK, The Stroke Association, the Department of Health and The King’s Fund. Ellen is a trustee of the charity Tiny Tickers, which exists to improve the early detection and care of babies with heart conditions. She was formerly a trustee of the charity Mentor UK and a governor at primary schools in Haringey and Hackney.
9.35 – 10.00: Keynote - Gary Wootten, Hitch Marketing
During this key note speech Gary will be sharing some stories from his past ten years as a social marketing practitioner. From leading a youth engagement project in England’s most deprived estate, to trailing and scaling initiatives linked to some of the UK’s biggest social challenges such as alcohol harm and refugee stigma, Gary will be raising some reflections along with key considerations linked with social movements, and making the most of emerging technology.
Gary is Founder of Hitch, a leading award-winning UK social change agency, and has been contributing to the social marketing agenda as a public health commissioner and marketing consultant for many years.
Gary began his agency career in advertising, working for a portfolio of leading consumer brands. Since becoming a social marketing practitioner, he has worked on and led many programmes, campaigns and projects with the Department for Health, local authorities and national charities on many health and wellbeing social challenges.
He is perhaps best known for his contributions to rolling out and scaling Alcohol Concern’s Dry January campaign, which engaged millions to reflect on and reduce harmful drinking habits. Briefs in recent years have been as diverse as: designing refugee anti stigma national programmes; convincing rail users to travel safely; engaging street drinkers to access support services; and transforming the way parents think about accessing health services.
Gary brings a unique perspective to social marketing practice.
10:00 – 11:00
Breakout Session 1 - click for details
Arts 2 Lecture theatre
10.00 – 10.30: Future best practice in social marketing, standards, planning and ethics
Professor Jeff French, CEO Strategic Social Marketing
This session will focus on launching the new ESMA endorsed global consensus on best practice principles and concepts for Social Marketing. The session will introduce the new consensus principle and concepts and give participants an opportunity to discuss their application. The session will also consider the development of ethical guidance for Social Marketing and developing work around quality standards for Social Marketing training courses.
10.30 – 11.00
Resilience Research and Social Marketing: The Route to Sustainable Behaviour Change?
Matt Wood, Principle Lecturer, Brighton University
In 2014 at the closing plenary of the International Social Marketing Conference (Melbourne, 17-18 July) I asked the question: Do social marketing interventions “treat” symptoms rather than causes of “problem” behaviours? The short answer – in my opinion – is often “yes”. In this session I suggest the route to sustainable social and individual behavior change lies in resilience research. I will offer insights into how resilience approaches can help social marketers, and invite ideas from the audience on how social marketing can contribute to resilience theory and practice.
10.00 – 10.15
Saving The World Isn’t Just For The Movies: How The Scottish Government Convinced Their Citizens To Help Them Fight Climate Change
Presenters: Kim Wallace, Team Leader (Parental Audience Marketing), Scottish Government & Claire Wood, Associate Planner, Leith
Authors: Kim Wallace, Pauline Aylesbury, Claire Wood
10.20 – 10.35
Does Corporate Sponsorship Benefit Green Social Marketing?
Presenter: Dr Diana Gregory-Smith, Birmingham Business School, University of Birmingham
Authors: Diana Gregory-Smith, Birmingham Business School, University of Birmingham, Emma Trombetti, Client Planning Executive at Havas Media, Victoria. K. Wells, Sheffield University Management School, University of Sheffield, Danae Manika, School of Business and Management, Queen Mary University of London
10.40 – 10.55
Taking an insight approach to changing the conversation around air pollution
Presenter: Janet McDonald, ChangeHub
Author: Janet McDonald
10.00 – 10.15
Message sensation value features and effectiveness of threatening anti-smoking Ads from a female smokers perspective (a qualitative study)
Presenter: Hamd Mahmoud, University of Hull
Author: Hamd Mahmoud
10.20 – 10.35
Everybody Can Save A Life: How Social Marketing Helped the Scottish Government Achieve A Record Year for Organ Donation
Presenter: Thea McGovern, Associate Planner, The Leith Agency
Authors: Thea McGovern (Associate Planner, The Leith Agency), Andrea Kinver (Senior Strategy and Insight manager, The Scottish Government), Lee-Anne Chapman (Marketing Manager, The Scottish Government), Pam Niven, OBE (Programme Manager – Organ Donation and Transplantation, Scottish Government)
10.40 – 10.55
Improving Participation in the NHS Bowel Cancer Screening Programme
Presenter: Kathryn Weir, Senior Health Marketing Manager, Cancer Research UK
Authors: Rosie Hinchliffe, Kathryn Weir
10.00 – 11.00: Masterclass – Using research to generate effective insight.
Facilitator: John Bromley, Director The National Social Marketing Centre
We have developed over 70 social marketing projects over the last ten years and the one part of the social marketing process that has always proved the most difficult for us is the generation of effective insight from primary research. Indeed, the one question we always get asked when we train social marketers is, “how do you know when you have that “all important” bit of insight that allows you to build and drive the social marketing programme forward?” If you come to our masterclass we will teach you how to ask the right questions during the primary research phase and then how to identify the most important insights by using relevant examples from the UK and some of our international projects.
11:00 – 11:30
Coffee & Networking
11:30 – 12:30
Breakout Session 2 - click for details
Arts 2 Lecture Theatre
11.30 – 12.00: Methodological Rigour in Developing Social Marketing Campaigns: Mapping Social Eating in Nottingham
Marsha Smith, Visiting Fellow, Nottingham Trent University
A challenge to social marketers is to encompass systemic factors that influence individual behaviours. We have been piloting a method of data collection that seeks to creatively understand individual motivations in social eating practices; creating first and second order data coding in-situ that can be correlated to the structured assemblages of the social eating model.
12.00 – 12.30: The Knowledge-Behaviour Gap: Considerations for Research & Practice in Health Behaviour Change Social Marketing Initiatives
Danae Manika, Senior Lecturer (Associate Professor) in Marketing, Queen Mary University of London
Turning knowledge into behaviour is a dilemma that has been at the centre of social marketing campaigns for decades. Prior research identifies multiple constructs that either explain or have an effect on the knowledge-behaviour relationship. Nonetheless, there is still a dearth of research that examines how knowledge may be conceptualised in health behaviour change and its implications. In addition, to an academic overview of the knowledge-behaviour gap and future research directions, this presentation discusses knowledge conceptualisations in prior social marketing and mainstream marketing literatures and how these conceptualisations may affect health behaviour social marketing practice.
11.30 – 12.00
Values in action: understanding motivation and delivering change using psychographics
How can two people see the same event differently? How can one individual be daunted by change and another excited? These are big questions for those looking to change behaviour – especially those working directly with communities. This 30-minute workshop introduces Values Modes, a psychographic insight tool, which helps understand the core motivations driving behaviour.
Facilitator: Chris Clarke, Strategic Commutations Consultant, The Campaign Company
Authors: Chris Clarke, David Evans, Daniel Jackson
12.00 – 12.30
Health, culture, community and social marketing
The session explores the relationship between culture, health and social marketing to show how social marketers can tap into cultural insights to build deeper relationships with a broader range of consumer demographics. The interactive workshop will examine the role of culture as a factor in enhancing the effectiveness of health communication, and demonstrate through practical examples the impact of culturally relevant interventions in changing health behaviours in ethnic minority communities in England.
Facilitators: Radhika Howarth, Raaha Health and Social Care Consultancy & Preet Khanna, Here and Now 360
Author: Radhika Howarth, Raaha Health and Social Care Consultancy
11.30 – 11.45
Right Care, First Time: Reducing unnecessary admissions to Accident & Emergency departments
Presenter: Jude Hackett, Head of Strategy & Planning, Hitch Marketing
Author: Jude Hackett
11.50 – 12.05
Preventing Falls. Keeping Mobile – The Falls Assistant App
Presenters: Matt Howick, Director, Social Marketing Gateway (SMG); Dr Andy McArthur, Managing Director, Social Marketing Gateway (SMG)
Author: Matt Howick
12.10 – 12.25
Understanding the 4A’s of social marketing for HIV Prevention, India
Presenter: Dr Mahua Das, Nuffield institute of International Health and development, University of Leeds
Author: Dr Mahua Das
11.30 – 11.45
Early impacts of a population-wide obesity social marketing campaign in NSW, Australia
Presenter: Margaret Thomas, University of Sydney
Authors: Margaret Thomas, James Kite, (University of Sydney), Vincy Li, Michelle Maxwell (NSW Ministry of Health)
11.50 – 12.05
Dry January – from Local Pilot to National Campaign
Presenters: Gary Wootten, Managing Director, Hitch Marketing and Nick Godbehere, Head of Behavioural Insight, Hitch Marketing
Author: Gary Wootten
12.10 – 12.25
It Takes a Country to Tackle Obesity – How The Scottish Government galvanised the community to help families Eat Better Feel Better
Presenters: Nicci Motiang, Head of Planning, The Union Advertising Agency & Claire Prentice, Senior Marketing Manager, Scottish Government
Authors: Nicci Motiang – The Union Advertising Agency, Claire Prentice and Sheena Booth – Scottish Government Marketing Team
12:30 – 13:30
13:30 – 14:30
Afternoon Plenary - click for details
13.30: Welcome – Professor Jeff French
13.35 – 14.00: Keynote – David Evans, The Campaign Company
2007 – 2017 a social marketing Odyssey
Trust in 2007… Don your Make Poverty History wristband and return to a land of Quangos and husky-hugging: pre-twitter, pre-austerity, pre-Brexit, pre-clickbait, pre-Grenfell … pre-“post-truth”. What were the challenges for social marketing back then? How have they evolved in the past decade? Join David as he takes us on an Odyssey through his experiences of delivery social marketing programmes since 2007.
Having set up TCC in 2001, David leads their work on effective communication. As former Assistant General Secretary of the Labour Party 1999-2001, he had responsibility for the organisation of the 2001 General Election campaign. He now works across the political spectrum with local authorities, health and third sector bodies.
“I particularly enjoy learning about what drives behaviour and working with clients to implement insight-based policies and practice.”
14.00 – 14.25: Keynote - Pauline Aylesbury, Scottish Government
A needs-based approach to social marketing in Scotland.
Scottish Government social marketing campaigns have been responsible for helping Scotland to reach its Climate Change targets 6 years early, the UKs first Child Sexual Exploitation campaign and world-renowned cancer detection campaigns. This session will explore the rationale, research and results behind a needs-based social marketing approach for a particular audience group.
Pauline joined the Scottish Government Marketing Unit in 2009 and was Head of Greener Marketing for nearly 7 years, delivering social marketing campaigns to help Scotland to reach its Climate Change targets.
In 2016 Pauline established the Strategy and Insight Team. An innovative new function, it provides strategic direction and clear, actionable, insight to develop the most effective Scottish Government communications for audiences, saying and doing the right things, in the right way and at the right time, maximising reach, impact, efficacy and return on investment.
As Head of Strategy & Insight, Pauline has most recently led the development of a new parental audience social marketing strategy and Scottish Government’s first unified comms plan.
Pauline also spent many years working in Scottish advertising agencies with brands such as Baxters, Miller Homes, Heineken and a number of public sector clients including Road Safety Scotland and Historic Scotland. Her passion has always been influencing behaviours for the greater social good and at the Scottish Government she has had the opportunity to work towards helping to improve lives.
She currently sits on the Marketing Society Scotland council and is a mentor to a number of university students and young marketers.
14:30 – 15:30
Breakout Session 3 - click for details
Arts 2 Lecture Theatre
14.30 – 15.00: Motivation of actor engagement in co-created social marketing programmes
Dr Nadina Luca, Lecturer, University of York
This session explores actor engagement motivation in a collaborative health social marketing programme. Exploring what motivates actors’ engagement with a health social marketing offering is essential to design programmes that are citizen centred and facilitate a collaborative value creation environment.
15.00 – 15.30: Design and value of evaluation
Dr David McElroy, Head of Research and Evaluation, Energy Saving Trust
Evaluation has a core strategic role in ensuring that finite resources are spent cost effectively. In this session you will learn about why evaluation matters, and how SMART objectives and using the correct methods for a given task will increase confidence in your conclusions.
14.30 – 14.45
Gamification in social marketing interventions: exploring sources of value in a gamified fitness platform
Presenter: Ismini Pavlopoulou, PhD student, University of Stirling
Authors: Ismini Pavlopoulou, Dr Keri Davies, Dr Gary Sinclair
14.50 – 15.05
Improving health through the use of surprise in social marketing
Presenter: Rachael Millard, PhD Student, Queen Mary University of London
Author: Rachael Millard
15.10 – 15.25
Social Marketing in Health Education: A Hidden Gem?
Presenter: Marwa Al Hinai, PhD candidate, University of Edinburgh
Authors: Marwa Al Hinai & Prof. Mary Brennan University of Edinburgh
14.30 – 15.30: A Systematic Approach to Social Marketing Education: The Brighton Business School Experience
The session will be facilitated by Brighton Business School (BBS) social marketing unit, with presentations from lecturers and past students (postgraduate and undergraduate), who will illustrate the BBS approach, embedding social marketing knowledge and practice across a range of professions and roles to deliver sustained change within a whole systems approach. Example projects from various fields will demonstrate the application of systematic social marketing theory to practice. The session will conclude with a summary of student insight/reflections, recommendations for the future development of social marketing education, and finally by inviting discussion from the floor.
14.30 – 14.45
“Like herding cats”: using citizen science to manage stray cat populations
Presenters: Rachel Ward, Director of Health, The Campaign Company
Authors: Rachel Ward, Chris Clarke, David Evans, Amy Leech
14.50 – 15.05
Case Study: Using Social Marketing to reduce Dog and Koala Interactions in a local Council Area
Presenter: Felix Hussenoeder, Social Marketing @ Griffith, Griffith University
Authors: Hussenoeder, F., Rundle-Thiele, S., Pang, B., David, P., Knox, K., & Parkinson, J.
15.10 – 15.25
Requirements for Consumer Analyses on Organic Market in 21st Century
Presenter: Maria Hidalgo-Baz, Dr; University of Salamanca
Authors: Hidalgo Baz, Maria; Martos-Partal, Mercedes; and Gonzalez-Benito, Oscar.
15:30 – 16:00
Coffee & Networking
16:00 – 17:00