Programme

Thursday 25th September

09:00

Registration Opens

Registration Opens, networking and Exhibition

10:00 – 12:00

Pre-conference Programme starts - click for details

Workshop 1: Introduction to Social Marketing Principles - Click to download
Matthew Wood, Principal Lecturer, Brighton Business School, University of Brighton, UK

The aim of this workshop is to introduce delegates to the basic principles of social marketing. Using case study material this session will demonstrate how social marketing programmes differ from, and complement, alternative approaches to behaviour change. We will cover fundamental marketing concepts and the benchmark criteria. There will be an opportunity to discuss the evolution of social marketing, including a shift in focus from individual behaviour change to more critical, “upstream” interventions.

Workshop 2: Selecting and setting Behavioural Goals, and Social Marketing planning - Click to download
Drs Julie Huibregtsen and Professor Jeff French

Knowing what you are trying to achieve in specific terms is the key to social marketing success. Without clear objectives that you can measure you will not be able to judge the efficiency or effectiveness of your programmes.  This workshop will focus on why and how to develop SMART objectives in social marketing programmes. It will also look at different kinds of metrics that can be used to measure programme impact. Those who attend the  workshop will also explore how process objectives can be included that focus on measuring programme quality. This will be an interactive workshop with the chance to explore a number of case study examples. 

12:00 – 13:00

Lunch, Networking, Exhibition, Posters.

13:00 – 13:20

Welcome and Introductions - click for details

Christiane Lellig, ESMA and Vincent Roozen, CEO, Municipal Health Service, Rotterdam

13:20 – 14:50

Keynote Session: Applying Social Marketing to enhance social programmes - click for details

Chair: Professor Manuela Epure, ESMA:

Keynote speakers:

Drs Julie Huibregtsen; Marketing Social Marketing in the Netherlands - Click to download

“Marketing Social Marketing: back to your roots”

What makes Social marketing so interesting and advantageous for organisations and professionals? What does it add and how accessible is it? And what is the link with your roots as a professional?

Julie Huibregtsen is highly experienced in introducing and bringing Social Marketing out in the open in the Netherlands. She will share some of her experiences, along with the do’s and don’ts of marketing Social Marketing.  She’ll pass on her vision on how Social marketing can enlighten the everyday work of professionals and make organisations more efficient and customer-based.

Prof. Ken Peattie; Cardiff Business School, Professor of Marketing and Strategy, Director of BRASS, UK - Click to download

“Sustainability Marketing: Blurring Social Marketing’s Boundaries”

The traditional heartland of social marketing is in the field of health behaviours, but over time it has extended into behaviours linked to issues such as safety, civic engagement and environmental protection. Simultaneously, the commercial marketing discipline has been evolving in a number of ways to take account of increased societal concern about the social and environmental impacts of our production/consumption systems, and to reflect the increasing service and relationship based nature of many contemporary markets. Where these trends intersect, we can see new approaches to marketing thinking and practice emerging, including the notion of ‘sustainability marketing’. This presentation will explore what sustainability marketing is, and why it may have profound implications for social marketing in terms of blurring the conventional boundaries between the roles, responsibilities and disciplines that social marketers are familiar with.

Lejo Van der Heiden, Head of the Public Health Care Unit, Department of Public Health of the Ministry of Health, Welfare and Sport, the Netherlands - Click to download

“The National Programme on prevention “All about health…”. 

The Netherlands has embarked upon an ambitious programme for integrated health: The National Programme on prevention “All about health…”. Not a typical Government Health project, but a programmatic approach in which many stakeholders participate, such as employers, trade unions, private business, schools, municipalities, health insurers, care providers and NGO’s. Government is just one of the actors. The basic thought behind the programme is that if we want to realise health and well being in the Netherlands, we need to join forces to reach a tipping point. In this broad programme we apply social marketing principles, like we also did for other programmes, most notably the ‘Youth on Healthy Weight’ programme (part of Covenant on Healthy Weight), similar to the French EPODE approach.  At least that is what we intended to do.  It is often more implicitly than explicitly done.  Lejo will briefly introduce the programme and then discuss with the audience the challenges we face in the programme, such as: ‘How to achieve commonly set targets in a network approach, whereby there is no direct governance structure to control all partners?’ and  ‘How to genuinely engage target groups when the programme consists merely of intermediate organisations?’

14:50 – 15:20

Refreshments, networking, Exhibition, posters

15:20 – 16:35

Choice of 5 Seminar / Selected Paper presentations - click for details

“Aiming at a Sustainable Future”. Christiane Lellig, Director, Stratagème / Executive Group Member, ESMA.  Which approaches to choose when dealing with complex multi-level-multi-stakeholder challenges in a world in transition. Come and join us if you are up for change! Discuss with us to what extent Social Marketing can contribute to the types of change that genuine transition requires. Do traditional consumer focussed approaches risk leading us towards incremental social improvement at a time when we need more radical social innovation? Which skills are needed, which approaches lend themselves to dealing with these challenges in our aim to build a sustainable future?

“Promoting the the application of social marketing; three parties; two perspectives; one goal” Floor Wijburg, COO, W&I Group & & Tine de Hoop, Project Manager, Municipality of Rotterdam.  Over the past year, municipalities, social marketing agencies and universities have joined forces in the research and implementation of social marketing. Why do they?  Through practical examples we will explore this powerful cooperation. What does it take from each participant in this triad to get the best results possible?  

“Greenwich Get Active: Mobilising a whole community to get active” Matt Howick, Director, The Social Marketing Gateway, UK. Click to downloadLike many other places, the majority of adults in Greenwich (UK) are not active enough. Inactivity can cause many avoidable health problems. Most people want to be more active, but well-known barriers stop them. This presentation updates on progress and reflects on the learnings of delivering effective large-scale social marketing programs.

“Developing FAN, a Physical Activity and Nutrition e-Intervention: Focus on Customer Orientation, Insight and Segmentation” Natalie Rangelov, Doctoral Student, Teaching and Research Assistant, BeCHANGE Research Group, Institute for Public Communication, Faculty of Communication Sciences, Università della Svizzera Italiana, Lugano, Switzerland. Click to downloadFAN is a successful example of a community-based social marketing intervention targeted to families. Join us to hear how adhering to the eight benchmarks, and in particular adhering to Customer Orientation, Insight and Segmentation allowed to reach a large number of families and to have high retention and satisfaction rates!

 

Netherlands Ministry of Health  - Open session on application of Social Marketing.  Lejo Van der Heiden – Head of the Public Health Unit, Department of Public Health of the Ministry of Health, Welfare and Sport, Netherlands

Expert panel: Professor Jeff French, Professor Suzanne Suggs (BeCHANGE Research Group, Institute for Public Communication (ICP), Faculty of Communication Sciences, University of Lugano), Matthew Wood (University of Brighton), Professor Ken Peattie (Cardiff Business School) and Stuart Jackson (ICE Creates)

The Dutch National Programme on prevention “All about health…” applies social marketing principles. It is often more implicitly than explicitly done. In this open invitational session attendees are explicitly invited to join in the discussion with the ministry and social marketing experts about the possibilities of applying Social Marketing. Lejo will briefly present the programme and pose some questions about how to address the challenges they face.

16:35 – 17:35

Plenary session - "Marketing Social Marketing" - click for details

Chair: Professor Suzanne Suggs, ESMA

Irina Dinca, MD, PhD, Senior Expert, Communicable Diseases at European Center for Disease Prevention and Control (ECDC)

“Marketing Social Marketing”

Public health encompasses a series of approaches aiming at increasing and/ or maintaining health and well being of the population by preventing and fighting against diseases. In the area of communicable diseases these approaches come primarily from medical-related disciplines, especially infectious diseases and epidemiology the very reason being that have been proven an excellent track record of success. Nevertheless, during times when information reaches through much more various channels different population groups, and thus influencing their health behaviour, there is a clear need for an “out-of-the-box”, innovative thinking. Social marketing, if only the condom use programs to be used as examples, provides with an excellent framework for achieving and supporting behaviour change. But do “classic” public health policy makers and practitioners working in communicable diseases know about it? How can social marketing become more known and bring a change in their thinking and approaches? Mission impossible? Or not? 

Panel Session: Facilitator, Professor Jeff French 

The challenges of Marketing Social Marketing. Q & A session with six leading Social Marketing practitioners and academics focused on marketing Social Marketing to policy makers, and organisations.

This interactive session with the audience will be run as a panel question and answer session. Audience members will have an opportunity to ask the experts about their experience and for their advice about promoting the uptake of Social Marketing within organisations. Panel members will include: Drs Julie Huibregtsen (Netherlands), Prof. Ken Peattie (Wales), Dan Metcalfe (Public Health England), and Matthew Wood (University of Brighton, UK). 

18:00

Civic Reception at Rotterdam City Hall - click for details

A short coach transfer to the beautiful Rotterdam City Hall for a drinks reception hosted by the City of Rotterdam.

Friday 26th September

09:00 – 09:10

Welcome and introduction to day 2

Johannes Parkkonen, ESMA

09:10 – 10:00

Keynote speakers: New methods and understanding - click for details

Chair: Stuart Jackson,  ESMA

Dr Arie Dijkstra,  Full Professor of the Social Psychology of Health and Illness, University of Groningen, Netherlands

“Science and Social Marketing”

To be able to influence people in the domain of health, it is essential that interventions are       theory and evidence based. In Health Psychology, intervention development frameworks, such as Intervention Mapping and the PATH-model, support the process of designing effective interventions. However, to design interventions that are effective in practice, not only on the drawing board, these theories and evidence need to be applied to specific target groups or individuals. This application demands skills to communicate with the target group, and to learn from and about the target group on how they can be reached and involved. In social marketing the science of behavior change and the art and practice of reaching people come together.

L. Suzanne Suggs, PhD, MS, CHES, Assistant Professor of Social Marketing, Head, BeCHANGE Research Group, Institute for Public Communication (ICP), Faculty of Communication Sciences, University of Lugano, Switzerland

“New Media and Social Marketing: Designing Smart Solutions for Social Change”

Incredible advances in technologies provide opportunities for large scale and sustainable social change. Devices are getting smaller, faster, more powerful and are able to provide real time data collection, processing and feedback; and can do so at population, community and individual levels. These capabilities allow for relevant, timely, and persuasive communication that can contribute to change. While new media hold great promise for social marketing research and practice, new media are not a magic cure-all. This discussion focuses on questions including: How can we best facilitate social change with these new methods? What new understandings do new media provide? How do we design smart solutions with ICT? 

10:00 – 11:15

Choice of 7 Seminar / Selected Paper presentations - click for details

“E-Com Pandemic events and Social Marketing” Professor Jeff French and Helene Voeten GGD Rotterdam-Rijnmond.  E-Com is a EU work programme seven funded project that is looking at how communication and marketing programmes can be better developed across Europe. The programme consists of nine research projects covering how to engage with hard to reach groups, using segmentation, evidence reviews, how to construct more effective planning , audience segmentation etc. The workshop will give participants an update of the findings to date and emerging recommendations. The workshop will also be an opportunity to discuss and share experience of pandemic management and the role of social marketing in developing better preparedness plans.

“Behavioural Economics – Enemy or Friend of Social Marketing?” Viv Caisey MA, FCIM, Principal, Behaviour Workshops & Stephen Young MA, Senior Lecturer in Behavioural Economics, University of Brighton, UK. Click to downloadSocial marketers can see behavioural economics as a threat. But this misunderstands the nature, origins, and purpose of behavioural economics. In this session, a behavioural economist and a social marketer show where behavioural economics comes from, what it can and can’t do, and what it might mean for social marketing.

“Shisha Smoking – the new emerging problem or one-time fad? Shisha smoking among young people of  Turkish and Kurdish origin” Rosanna Post, Senior Project Officer, The Campaign Company (TCC), UK. Shisha is only made of fruit and water. There is no tobacco and there is no way you get addicted to it. If you want to hear more about the dramatically different behaviours we found towards smoking cigarettes and shisha, and how we plan to tackle this, attend this!

“The EPODE Approach to Promote Physical Activity: From Theory to Practice” Julie Meyer, OPEN Director , EPODE International Network, France. EPODE (“Together, let’s prevent childhood obesity”) is a methodology that promotes coordinated actions, involving the political and scientific fields at National level and at community level. The messages, activities and change of the physical environment resulting from this cooperation encourage children/families to have fun together and to adopt a healthy active lifestyle. During the past 20 years, EPODE is sustainable in the countries and regions where the methodology is implemented.

“The Social Marketing Lab: an Italian experience with health professionals” Dr Elena Barbera, Health Communication and Translation Expert & Dr Eleonora Tosco, Health Communication Area Referent, Dors – Health Promotion Documentation Centre – ASL TO3 – Piedmont Region, Italy.Click to downloadThe workshop will introduce participants to the interesting Italian experience of Social Marketing Labs – spaces in which piedmontese health practitioners can confront each other, share and experiment with creativity and in an informal way, social marketing principles and strategies applied to health prevention and health promotion projects and interventions.

“(Social) Marketing Myopia?” Ana Benje, PhD Candidate, Institute for European Studies and International Relations, Faculty of Social and Economic Sciences, Comenius University, Bratislava, Slovakia. Click to downloadInvestigating the application of social marketing in policy-based behavioural interventions tackling obesity in Europe, one can argue that citizen-centric mindset is becoming a part of European policy-making apparatus. Adding social to Keith’s marketing revolution, one can conclude such interventions are predominantly sales-orientated, and (social) marketing myopic.

““LOVE LIFE – no regrets”‒ the HIV campaign for the Swiss population is based on participation”  Norina Schwendener, Swiss Federal Office of Public Health, Switzerland. Click to download How to make protected sex more attractive than unprotected sex? The new LOVE LIFE campaign of the Federal Office of Public Health and partners addresses this challenge. No other recent campaign has generated so much discussion in Switzerland, thanks to a groundbreaking participatory concept and active involvement of the public.

11:15 – 11:45

Tea Coffee + networking, Exhibition and Posters

11:45 – 12:45

Open Space Event - click for details

Group directed discussion focused on resolving some of the big unresolved ethical and technical questions in Social Marketing

Facilitators: Christiane Lellig, Dr Marco Bardus, Professor Suzanne Suggs.

12:45 – 13:45

Lunch + Networking and Exhibition, Posters

13:45 – 14:45

Plenary session: Building relationships with individuals and communities - click for details

Chair: Christiane Lellig, Director, Stratagème / Executive Group Member, ESMA

René Kural, Director of Centre for Sports and Architecture, PhD, Associate Professor, Architect MAA, The Royal Danish Academy of Fine Arts - Click to download

“Activity is the new City DNA”
The Centre for Sports and Architecture in Copenhagen is probably the only of its kind worldwide that focuses exclusively on the relationship between body culture, health, architecture and urban planning. René Kural will present two new projects.

Firstly the design of multiple activity enhancing urban spaces and installations in the capital. Secondly several research installations in a socially deprived part of Copenhagen designed by Centre for Sports and Architecture. Each of the installations is targeted different target groups (girls, women, seniors, immigrants) and in spring/autumn 2012, 2 x 4 students conducted 2 x 768 observations x 15 minutes and the results have now come out. Some of them are quite surprising.

Drs Ellis Koster, JOGG, Netherlands -Click to download

“DrinkWater”

JOGG  is a movement which encourages all people in a city, town or neighbourhood to make eating healthy and exercise an easy and attractive lifestyle option for young people (0-19 years).

JOGG works with different themes like ‘DrinkWater’. The goal of this campaign is to make drinking water (instead of sugary drinks) normal again, because it has a positive effect on the prevention of overweight. One way to stimulate drinking water at school, at work, in the community and during sport activities is by using social marketing. Examples of using social marketing are: actively involving children with DrinkWater songs and a DrinkWater diploma, providing JOGG water bottles and jugs, and making existing water taps more visible. JOGG focuses on positive aspects, makes it easy to implement and actively involves children, parents and the community surrounding them. In this presentation Ellis will focus on how social marketing is used in day care centres to make the DrinkWater campaign a success. 

14:45 – 15:45

Tea Coffee, Networking, Exhibition and Posters

15:15 – 16:30

Choice of 5 Seminar / Selected Paper presentations - click for details

“Support not exhort: England’s 2014-17 national public health marketing strategy” Dan Metcalfe, Deputy Director, Planning and Products, Public Health England. Click to downloadIn July 2014 Public Health England published its first ever national Social Marketing strategy – a three year framework for delivering healthy changes supported by an annual budget of £60 million. The strategy was born of extensive nationwide consultation, academic and commercial sector input. This talk will discuss for the first time the process, key principles (including prototyping, content vs. advertising and on-demand programmes) and lifestage based approach of the strategy, as well as specific programme highlights and the pros and cons of publication from a practitioner perspective.

“From information to interaction. A collaborative approach to value creation in social marketing ” Nadina Luca, Doctoral Researchers, Nottingham University Business School, UK. This paper seeks to apply theories underlying service logic to gain a better understanding of how a collaborative interactional approach is supported and experienced in a social marketing context. Specifically, the paper reports on a qualitative case study of a Smokefree social marketing initiative conducted in a city in England.

“Social Marketing for Social Change” Matt Wood, Principal Lecturer in Marketing, University of Brighton, UK. Click to downloadSocial marketers should move beyond changing behaviour towards social change; this includes simultaneously adapting systems, policies and processes to enable positive environmental change and reduce inequalities. In particular, attention should be focused on the critical early-years period of human development, during which future behaviours and key life outcomes are established.

“A school-based, social marketing intervention to prevent smoking uptake in adolescents (the SMART project)  ” Oana.M.Pop,  Research Assistant, Cluj School of Public Health, Babes-Bolyai University Cluj-Napoca, Romania. Click to downloadThis presentation reports on the use of forum theater techniques in building tobacco refusal skills and diminishing competition for remaining smoke-free in 5th and 6th grade adolescents attending three schools from Cluj-Napoca, Romania. The intervention had a quasi-experimental, non-equivalent group study design with pre-and post-intervention measurements.

“Misuse of child restraint systems: social marketing required?” Dr Ed van Beeck, Ilja van Alten, Ine Buuron, Task Force Childhood Safety, Netherlands. In highly industrialized countries, car safety has largely improved over the past decades. This improvement has resulted from better infrastrucures, the introduction of several safety laws,  and from wide dissimination of health education among the population. Due to these developments, the number of car accidents and injuries has sharply decreased with a very large reduction of victims among young children (0-4 years).  Fortunately,  nowadays only few parents in the western world are annually confronted with their child being severely  injured in a car accident.  Child restraint system legislation has played a major role towards this development.  In  the Netherlands, every child up to a height of 1.35m has to be transported in a legally approved car seat.  Nevertheless, highly preventable severe or even fatal car accidents in childhood still happen each year .  For this reason, the Taskforce Childhood Safety, wants to further optimize the safety of children transported in cars. We therefore conducted  a study on misuse of child restraint systems and in march 2013, 236 cars were inspected and questionnaires were filled out by 309 parent/caregivers of the transported  children (0-4 years).  Almost all (99%) respondents thought they had safely transported their children, but misuse was observed in  around three quarters (73%) of the observed cases.  During the workshop, the widely adopted view of car accidents in young western children as a ‘non- problem’ will be challenged  We will further seek to identify the potential reasons behind frequently observed mistakes, and it will be discussed if and how social marketing strategies could be of value.

16:30 – 17:20

Final plenary session: New Thinking and approaches - click for details

Chair Professor Jeff French ESMA

Ed Mayo, Secretary General, Co-operatives UK

“Can social marketing be led over time by the people that it aims to engage in behaviour change? “

Variously called ‘co-production’, ‘participation’, ‘membership models’ or ‘co-operation’, Ed will draw the links between current innovation around social marketing and the success of long-run examples of behaviour change over time through social movements such as the international co-operative sector. 

17:20

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