Programme

Final Conference Brochure (PDF download)

 

Monday 15th May

18:00 – 20:00

Welcome Drinks & Networking Reception: available to all delegates - click for details

Location: Main conference foyer, Second floor, Renaissance Arlington Captial View Hotel.

Timings: 6.00 – 8.00 pm / Free to all delegates

Join Vanguard Communications, the World Social Marketing Conference Committee, workshop facilitators, and delegates for free drinks and networking. Maria Rodriguez, President of Vanguard Communications, will give remarks on the evolving social marketing landscape.

Welcoming remarks:
Maria Rodriguez > President, Vanguard Communications

About Vanguard Communications
Vanguard Communications is a Hispanic woman-owned public relations and social marketing firm whose work is powered by and for people — the individuals, families and communities whose voices are the fuel for change. Since 1987, Vanguard has worked in the areas of health, wellness, energy, environment, education, international development, and diversity and inclusion to foster healthy communities and a thriving planet.

13:00 – 17:00

Optional Pre-workshop: Developing a Social Marketing Plan to Succeed - click for details

Nancy R. Lee

[AM download]
[PM download]

Half Day pre-workshop 15th May 2017
1 -5pm

Session facilitator: Nancy R Lee

Download the full workshop description and facilitator biographies here.

Title:  Developing a Social Marketing Plan to Succeed

Intended audience:
This session is targeted to those who want to learn more about the fundamental or core elements of social marketing and behaviour change strategies and how to implement them into program planning. The session will also be helpful to those currently responsible for creating intervention programs or those with a basic understanding of social marketing principles and concepts.

Session content overview:
Over the past 15 years, Nancy Lee and Philip Kotler have designed and refined a 10 Step Model for developing a Strategic Social Marketing Plan, and identified a principle for success at each step. This half day workshop will present, for each step: a detailed description, an illustrative case example from around the world, and a principle for success.

The workshop will be interactive, providing participants with brief hands-on opportunities to draft and share thoughts on key components of a plan.

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

The workshop will equip participants to:

  • Understand social marketing as a proven application of behavioural science to influencing social behaviour
  • Introduce social marketing into the planning, conduct and evaluation of social change programmes using a ten step planning model
  • Build on proven applications of social marketing in addressing a range of social issues across the globe

Places at the session are limited to 50.

13:00 – 17:00

Optional Pre-workshop: How to develop effective evidence based programmes that influence positive social behaviour - click for details

Jeff French & Tom Beall

[1 intro - download]
[2 The basics of Social Marketing - download]
[3 SM adding value - download]
[4 management and behaviour - download]
[5 Selecting the right intervention mix - download]
[6 Commissioning and Evaluation - download]
[7 final summing up - download]
[Handout masters - download]

Half Day pre-workshop 15th May 2017
1 – 5 pm

Title: How to develop effective evidence based programmes that influence positive social behaviour.

Session facilitators: Jeff French & Tom Beall.

Download the full workshop description and facilitator biographies here.

Intended audience:
This session is especially targeted to those responsible for introducing social marketing and behaviour change strategies into policy and program planning. The session also will be helpful to those responsible for commissioning related intervention programs and evaluations. Those attending this session should have some basic understanding of social marketing principles and concepts.

Session content overview:
This session will focus on how Social Marketing adds value to policy selection, strategy development and the operational delivery of programmes aimed at influencing positive social behaviour. The session will explain how management science, marketing science and behavioural science can be amalgamated using a social marketing approach to build and deliver programmes that work and are cost effective. The session will explore how a Social Marketing approach can guide the selection of the optimum mix of interventions to achieve programme goals and empower citizens. The session will also look at what funders and sponsors of programmes can do to ensure that programmes are developed and delivered in such a way as to enable meaningful evaluation and inform future investment decisions.

Methodology:
The workshop will include a number of short presentations covering key techniques and information points. The session will also engage those attending in a number of interactive exercises and case study reviews from around the wold to illustrate key learning points.

The workshop will equip participants to:
• Understand social marketing as a proven application of behavioural science to influencing social behaviour
• Introduce social marketing into the planning, conduct and evaluation of social change programmes
• Build on proven applications of social marketing in addressing a range of social issues across the globe

Places at the session are limited to 50.

13:00 – 17:00

Optional Pre-workshop: Segmenting, Targeting and Reaching your Audience Digitally - click for details

Jeffrey Jordan & Niels Kvaavik

Half Day pre-workshop 15th May 2017
1 – 5 pm

Title: Segmenting, Targeting and Reaching Your Audience Digitally

Session facilitators: Jeffrey Jordan, Rescue & Niels Kvaavik, Sprinklr

Download the full workshop description and facilitator biographies here.

Intended audience:
This session is designed for practitioners involved in the strategic planning and implementation of communication strategies for social marketing programs. It will be especially helpful to those looking for more effective methods to segment and target their audience on digital media.

Session content overview:
Major advancements in digital and social media technologies make it possible to target behavior change audience more precisely than ever. This technology can save public health organizations significant resources while increasing the effectiveness of their programs. But to take advantage of this technology, audiences must be segmented more than demographics alone and messages must be tailored to the lifestyles, interests and values of these segmented audiences.

This pre-conference workshop will show you how to segment, target and reach your audience to take advantage of the latest digital technologies. Jeff Jordan, President and Executive Creative Director at Rescue, a behavior change marketing company, will illustrate how to segment audiences using characteristics beyond demographics such as lifestyles, interests, and values. Then, he’ll demonstrate how this advanced segmentation technique can be used to tailor messages more effectively. Then, Niels Kvaavik from Sprinklr, will show you how to use the latest digital technologies to deliver these messages to your audiences. Niels will walk you through a framework of how to use what you already know about your audiences, to reach them more effectively using technology and the power of the social networks to deliver and measure the impact of your marketing your key messages.

Finally, the presenters will present case studies of social marketing and behavior change campaigns that are effectively using these strategies to cause change at the local and national level.

Methodology:
The workshop will include presentations and case study examples to illustrate various strategies and approaches. The session will also challenge attendees with multiple group activities to apply the lessons of their behavior change challenges.
During this session, participants can expect to learn how to:
• Segment populations using lifestyles, interests and values;
• Tailor messages to reach segmented audiences;
• Use digital tools to deliver your messages to highly targeted audiences with minimal waste;
• Measure behavioral intentions online,
• Evaluate the reach and impact of your digital campaigns;
• Understand the key digital strategies of successful social marketing campaigns today.

 

13:00 – 17:00

Optional Pre-workshop: Taking It to the Streets: Social Marketing for Community Coalitions - click for details

Jean Synodinos & Patrick Cook

Half Day pre-workshop 15th May 2017
1 – 5pm

Title: Taking It to the Streets: Social Marketing for Community Coalitions

Download the full workshop description and facilitator biographies here.

Session facilitators:
Jean Synodinos (jeanlsynodinos@gmail.com)
Patrick Cook (pcook935@gmail.com)

Session content overview:
While the practice of social marketing is a powerful tool that enables communities to make meaningful social change, it is not always possible for many community-based organizations (CBOs) and local government organizations to implement a full social marketing campaign to fidelity, particularly one that relies heavily on extensive formative research, rigorous commitment to the 4 Ps, and behavior change as the bottom line. However, even though these groups may not be able to mount a full campaign, they can benefit from the insights and practices of social marketing. For more than 10 years working with the US Centers for Disease Control and Prevention (CDC), the US Department of Education, and the Substance Abuse and Mental Health Services Administration, Jean Synodinos and Patrick Cook have worked with hundreds of CBOs, local government agencies, school districts, and collaboratives, helping them to develop strategic communications and community engagement efforts that are infused with the best practices of social marketing.

Grounded in the concept of “Give a man a fish and you’ve fed him for a day; teach a man to fish and you’ve fed him for a lifetime,” this workshop is intended for leaders and program managers of local and regional governmental and nongovernmental agencies who are intrigued by the possibilities of social marketing, but unsure about how best to implement in their community or jurisdiction.

Methodology:
Using an easy-to-follow 8-step planning model that builds on the National Cancer Institute’s Making Health Communication Work (2004) and Kotler, Roberto, and Lee’s Social Marketing: Improving the Quality of Life (2nd Edition, 2002), this capacity-building approach has helped communities benefit from the best practices of social marketing even though they may not have the resources or support to develop and implement a full social marketing campaign. Giving them the insights and skills to “think like a social marketer,” the leaders and staff members of more than 500 CBOs and community coalitions have all benefited from Ms. Synodinos and Mr. Cook’s unique approach to making social marketing accessible and applicable to major public health issues, from youth violence and suicide prevention to active living and healthy eating promotion.

In this preconference workshop, participants will learn:

1. The essentials of social marketing and how it differs from other approaches to communications and community engagement
2. An approach to strategic communications and community engagement that incorporates the best practices and insights of social marketing
3. A process and a set of tools for helping community-based organizations, local government agencies, and community coalitions incorporate a social marketing approach to their communications and engagement efforts.

Places at the session are limited to 50.

Tuesday 16th May

07:45 – 08:30

Registration & Welcome Coffee

08:30 – 08:45

Welcome to the 5th World Social Marketing Conference - click for details

Welcome to WSMC 2017

Official welcome to the 5th World Social Marketing conference from the conference chair and organizing committee.

Professor Jeff French, Conference Chair, CEO Strategic Social Marketing &  Professor Doug Evans, Academic Conference Chair, George Washington University

08:45 – 09:45

Opening Keynotes - click for details

Keynote presentations:
  • Rafael Obregon, Chief of the Communication for Development Section, UNICEF

Rafael Obregon, Ph.D. is Chief of the Communication for Development Section, United Nations Children’s Fund, New York. Prior to joining UNICEF he was an Associate Professor in School of Media Arts & Studies, and Director of the Communication and Development Studies Program, Center for International Studies, at Ohio University. He has an extensive teaching, research and professional experience in development and health communication, and international development. He was an associate professor at the Department of Social Communication at Colombia’s Universidad del Norte (1997-2002), where he serves as an adjunct faculty.
He is a member of the review board of several journals, including the Journal of Health Communication, and serves as guest reviewer of Social Science Medicine, Health Policy Journal, and Biomedcentral. He is a member of several international associations including the International Communication Association and the Latin American Association of Communication Researchers. He has published numerous books, peer-reviewed journal articles, book chapters, and technical reports, including the Handbook of Development Communication and Social Change, Wiley, 2014, and The Handbook of Global Health Communication (2012).
He earned a doctorate in Mass Communication, Pennsylvania State University, an M.A. in International Affairs, Ohio University; and a B.A. in Social Communication and Journalism, Universidad Autonoma, Colombia.

  • Nisreen Qatamish, Director General, King Hussain Cancer Foundation

[download] [Watch Video]

Nisreen Qatamish has over 14 years of experience supporting development projects in Jordan and possess a passion for transformation, innovation and excellence.

Nisreen brings a keen knowledge of the importance of understanding the local and regional context when developing interventions with a specific focus on gender, women issues, youth issues or health issues.

09:45 – 10:15

Sponsor Presentation by Rescue Social Change Group - click for details

Keynote presentation
  • Jeff Jordan, President and Executive Creative Director, Rescue

[download] [Watch Video]

Minimal Waste, Maximum Impact: Using Psychographic Segmentation in Social Marketing
Often faced with scarce resources, Social Marketing programs must ensure that funds are focused on strategies that reach subpopulations with concentrations of individuals needing to change. Psychographic segmentation is an advanced segmentation strategy commonly used by commercial marketers but rarely used in Social Marketing. By segmenting populations based on lifestyles, values, interests, and behaviors, Psychographic Segmentation creates segments that can have high concentrations of those needing change while providing critical insights to design more effectively tailored strategies. No matter the target age group of a program, Social Marketers can more effectively use resources to achieve maximum impact by advancing beyond demographic segmentation to Psychographic Segmentation.

Jeff is President and Executive Creative Director of Rescue Social Change Group, a behaviour change marketing company. His passion for social change began in high school when he volunteered for an anti-tobacco group. Observing the lack of effective social marketing services, he started Rescue Social Change Group when he was 17 years old. While growing Rescue SCG, Jeff studied Marketing for his undergraduate degree and received a Master’s in Experimental Psychology from the University of California, San Diego. Today, Jeff has led Rescue SCG’s growth to five offices in the US and managing over two dozen behaviour change programs across North America, tackling issues such as tobacco, obesity and violence.

Read More

Keynote presentation
  • Jeff Jordan, President and Executive Creative Director, Rescue
Minimal Waste, Maximum Impact: Using Psychographic Segmentation in Social Marketing
Often faced with scarce resources, Social Marketing programs must ensure that funds are focused on strategies that reach subpopulations with concentrations of individuals needing to change. Psychographic segmentation is an advanced segmentation strategy commonly used by commercial marketers but rarely used in Social Marketing. By segmenting populations based on lifestyles, values, interests, and behaviors, Psychographic Segmentation creates segments that can have high concentrations of those needing change while providing critical insights to design more effectively tailored strategies. No matter the target age group of a program, Social Marketers can more effectively use resources to achieve maximum impact by advancing beyond demographic segmentation to Psychographic Segmentation.

Jeff is President and Executive Creative Director of Rescue Social Change Group, a behaviour change marketing company. His passion for social change began in high school when he volunteered for an anti-tobacco group. Observing the lack of effective social marketing services, he started Rescue Social Change Group when he was 17 years old. While growing Rescue SCG, Jeff studied Marketing for his undergraduate degree and received a Master’s in Experimental Psychology from the University of California, San Diego. Today, Jeff has led Rescue SCG’s growth to five offices in the US and managing over two dozen behaviour change programs across North America, tackling issues such as tobacco, obesity and violence.

10:15 – 10:45

Coffee & Networking

10:45 – 12:15

Day 1: Breakout Session 1: Ballroom - click for details

10.45 – 11.45: PANEL SESSION
Panel session: “The Soda Wars: Lessons learned from 30+ years of tobacco advocacy.”
Chaired by: Chris PalmedoAssociate Professor of Media, Marketing and Communications, City University of New York

[download]

Some of the themes this panel will cover:
  • Exploring the “pages taken out of the playbook of big tobacco.” This includes funding academic institutions, community investments, deceptive messaging and government relations including Stan Glanz’s recent Harvard expose.
  • Identifying the viability of countermarketing and counter-advertising strategies.
  • Exploring strategies for messaging and framing.
  • Discussing specific challenges with food that may not correspond with tobacco (i.e. everyone eats, but not everyone smokes).
Panellists:
  • Danny McGoldrick, Vice President, Global Health Advocacy Incubator at Campaign for Tobacco-Free Kids
  • Becky Freeman, NHMRC Early Career Research Fellow, School of Public Health, The University of Sydney
  • Lucy Popova, Assistant Professor, Health Promotion & Behaviour, Georgia State University
11.45 – 12.15: Special Session
Session title: Branding in Obesity Prevention: A Vision for a Branded System of Nutrition and Exercise Programs
Session chair: Jeff Jordan and Kristin Carroll
Obesity prevention is a complex challenge that requires programs to engage their audiences in different ways at different times and places. The competition (ie: fast food, soda, snacks, etc.) have developed sophisticated branding systems to efficiently and effectively motivate their segmented audiences to consume their products. We will discuss how a branded system of social marketing programs can help obesity prevention efforts compete with these corporations.
Audience: Social Marketers involved at any capacity in obesity prevention programs.

Read More

10.45 – 11.45: PANEL SESSION
Panel session: “The Soda Wars: Lessons learned from 30+ years of tobacco advocacy.”
Chaired by: Chris PalmedoAssociate Professor of Media, Marketing and Communications, City University of New York

[download]

Some of the themes this panel will cover:
  • Exploring the “pages taken out of the playbook of big tobacco.” This includes funding academic institutions, community investments, deceptive messaging and government relations including Stan Glanz’s recent Harvard expose.
  • Identifying the viability of countermarketing and counter-advertising strategies.
  • Exploring strategies for messaging and framing.
  • Discussing specific challenges with food that may not correspond with tobacco (i.e. everyone eats, but not everyone smokes).
Panellists:
  • Danny McGoldrick, Vice President, Global Health Advocacy Incubator at Campaign for Tobacco-Free Kids
  • Becky Freeman, NHMRC Early Career Research Fellow, School of Public Health, The University of Sydney
  • Lucy Popova, Assistant Professor, Health Promotion & Behaviour, Georgia State University
11.45 – 12.15: Special Session
Session title: Branding in Obesity Prevention: A Vision for a Branded System of Nutrition and Exercise Programs
Session chair: Jeff Jordan and Kristin Carroll
Obesity prevention is a complex challenge that requires programs to engage their audiences in different ways at different times and places. The competition (ie: fast food, soda, snacks, etc.) have developed sophisticated branding systems to efficiently and effectively motivate their segmented audiences to consume their products. We will discuss how a branded system of social marketing programs can help obesity prevention efforts compete with these corporations.
Audience: Social Marketers involved at any capacity in obesity prevention programs.
10:45 – 12:15

Day 1: Breakout Session 1: Salon 1 - click for details

10.45 – 11.00: Presentation
Session title: Outcome Harvesting:  A Complexity-Aware Evaluation Methodology for Assessing SBCC Capacity Strengthening in Ethiopia
Conference track: Influencing complex, multi-faceted global policy challenges
Paper type: Academic
Presenter: Lindsey Leslie, Program Officer, Johns Hopkins Center for Communication Programs
Co-authors: Tilly A. Gurman, Research Director, Health Communication Capacity Collaborative, Johns Hopkins Center for Communication Programs; Grace Awantang, Monitoring & Evaluation Advisor, Health Communication Capacity Collaborative, Johns Hopkins Center for Communication Programs
Paper no. 134
[download]
11.05 – 11.20: Presentation
Session title: The journey to clean cooking: Insights from Kenya and Zambia
Conference track: Promoting Health and wellbeing
Paper type: Academic
Presenter: Fiona Lambe, Research Fellow, Stockholm Environment Institute (SEI)
Authors: Marie Jürisoo, Research Fellow, SEI, Hannah Wanjiru, Research Associate SEI, Oliver Johnson, Research Associate, SEI
Paper no. 100
[download]
11.25 – 11.40: Presentation
Session title: To increase acceptability of long-acting reversible contraceptive methods as safe, effective options for youth.
Conference track: Promoting Health and wellbeing
Paper type: Practice
Presenter: Erin Portillo, HC3 Family Planning Program Officer II, CCP
Authors: Allison Mobley, HC3 Senior Program Officer, CCP; Arzum Ciloglu, FP Technical Lead, CCP; Rena Greifinger, Technical Advisor, Youth, Sexual and Reproductive Health and Tuberculosis, PSI
Paper no. 77
[download]
11.45 – 12.00: Presentation
Session title: Get Kol Art… Pik Welbodi Promoting Peace of Mind by Taking Positive Actions for Women’s and Girls’ Health
Conference track: Promoting Health and wellbeing
Paper type: Practice
Presenter: Jane Brown, Program Director, Johns Hopkins Center for Communication Programs
Authors: Dr. Kuor Kumoji, Senior Research Advisor, Johns Hopkins Center for Communication Programs
Paper no. 86
[download]
10:45 – 12:15

Day 1: Breakout Session 1: Salon 2 - click for details

10.45 – 11.00: Presentation
Session title: Promoting Quality Malaria Medicines through Social and Behavior Change Communication
Conference track: Promoting Health and wellbeing
Presenter: Corinne Fordham, Program Officer, Johns Hopkins Center for Communication Programs
Co-authors: Nan Lewicky, Senior Program Officer II; Cheryl Lettenmaier, Senior Health Communication Advisor; Priya Parikh, Program Specialist, Johns Hopkins Center for Communication Programs
Paper no. 137
[download]
11.05 – 11.20: Presentation
Session title: United for Healthier Kids
Conference track: Promoting Health and wellbeing
Paper type: Practice
Presenter: Barbara Sapunar, Nestlé Brazil, In Society Head
Co-authors: Samantha Bull, United for Healthier Kids Manager, Dra. Vera Rita de Mello Ferreira, psicanalyst specialized on behavior economics
Paper no. 131
11.25 – 11.40: Presentation
Session title: Applying Social Marketing Principles and Methods to Preventing Type 2 Diabetes
Conference track: Promoting Health and wellbeing
Paper type: Practice
Presenter: Judith A. McDivitt, Team Leader, Division of Diabetes Translation, U.S. Centers for Disease Control and Prevention
Authors: Joshua M. Petty, Health Communication Specialist, Division of Diabetes Translation, U.S. Centers for Disease Control and Prevention
Paper no. 28
[download]
11.45 – 12.00: Presentation
Session title: Gender Responsiveness of Social Marketing Interventions
Conference track: Promoting Health and wellbeing
Paper type: Student
Presenter: Nathaly Aya Pastrana, BeCHANGE Research Group, Universitá della Svizzera italiana
Authors: Dr. Claire Somerville, Executive Director, Gender Centre, The Graduate Institute Geneva, Prof. Dr. L Suzanne Suggs, BeCHANGE Research Group, Universitá della Svizzera italiana
Paper no. 57
[download]
10:45 – 12:15

Day 1: Breakout Session 1: Studio A - click for details

10.45 – 11.00: Presentation
Session title: The Influence of Resilience and Parenting Style on Children’s Dietary Behaviour
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Academic
Presenter: Matthew Wood, Principal Lecturer, University of Brighton
Paper no. 36
[download]
11.05 – 11.20: Presentation
Session title: The Lead My Learning Campaign: promoting educational futures
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Academic
Presenters: Prof Valerie Harwood & Nyssa Murray, University of Wollongong
Paper no. 23
[download]
11.25 – 11.40: Presentation
Session title: The importance of Aboriginal protocols in a campaign that addresses educational disadvantage
Conference track: Developmental / Experiential
Presenter: Prof Valerie Harwood & Nyssa Murray, University of Wollongong
Paper no. 168
11.45 – 12.00: Presentation
Session title: Ujjwal Partnership to Scale up Public Health Solutions through the Private Commercial Sector in India for Positive Impact
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Practice
Presenter: Dr Amit Bhanot, Senior Regional Health Advisor, Palladium EMEA
Co-authors: Tanya Liberhan, Manager, Health Practice, Palladium EMEA, Dr Jabulani Nyenwa, Director, Health Practice, Palladium EMEA
Paper no. 148
[download]
10:45 – 12:15

Day 1: Breakout Session 1: Studio B - click for details

10.45 – 11.45: PANEL SESSION
Panel Session: “Using systems thinking in social marketing to tackle complex social problems”
Chaired by: Dr Ross Gordon, Associate Professor, Department of Marketing and Management, Macquarie University, Sydney
Panellists:
- Professor John Sterman, MIT
- Phillippe Vandenbroeck, ShiftN
- Professor Jeff French, CEO Strategic Social Marketing
11.45 – 12.15: WORKSHOP
Session title: Digital Dos and Don’ts for Behaviour Change
Paper type: Developmental / Experiential
Presenter: Melissa K Blair, Social Marketing & Digital Consultant, MKB Consulting
The aim of this workshop is to help social marketers understand the latest dos and don’ts in digital communication and social media when integrating with the principles of social marketing to develop online behaviour change programmes.
Paper no. 164
[download]
10:45 – 12:15

Day 1: Breakout Session 1: Studio D - click for details

10.45 – 11.15: WORKSHOP
Session title: Innovating measurement methods for a global public health programme United for Healthier Kids 
This workshop will address challenges and approaches in programme evaluation methods.
Paper type: Developmental / Experiential
Presenters: Adam Drewnowski PhD. Director of the Center for Public Health Nutrition, School of Public Health, University of Washington, Petra Klassen Wigger PhD. Scientific Advisor, Corporate Nutrition, Health & Wellness Unit, Nestlé, Zoe Healey PhD. Head of Scientific Strategy, EU, inVentiv Health
Paper no. 180
[download]
11.20 – 12.00: WORKSHOP
Session title: Communication Without Borders: Why HIV/AIDS Prevention Messages Increasingly Incorporate New Media
This interactive session explores ways HIV/AIDS interventions can most effectively exploit the benefits of both “old” and “new” media tools.
Paper type: Developmental / Experiential
Presenter: Dr. Ruth Massingill, associate professor, Sam Houston State University
Paper no. 171
[download]
10:45 – 12:15

Day 1: Breakout Session 1: Studio E - click for details

10.45 – 11.00
Session title: Social Marketing Collaborative Working With Rural Landowners To Protect Their Forest For Wildlife Habitat
Conference track: Global climate change, environmental protection and sustainability
Paper type: Practice
Presenters: Kelley Dennings,Social Marketing Association of North America, President and Action Research, Director of Social Marketing; Mary Tyrrell, Yale University, SFFI Director
Paper no. 29
[download]
11.05 – 11.20
Session title: Adapting Bronfenbrenner’s Bio-ecology Theory to Enhance Social Marketing
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: Dr Alan Shaw, Senior Lecturer: Marketing, University of Huddersfield
Paper no. 42
[download]
11.25 – 11.40
Session title: Measuring the impact of a radio drama on bushmeat consumption and why it matters
Conference track: Global climate change, environmental protection and sustainability
Paper type: Academic
Presenter: Diogo Veríssimo, David H. Smith Conservation Research Fellow, Johns Hopkins University
Co-authors: Carina Schmid, PCI Media Impact, Heather E. Eves, Virginia Polytechnic Institute and State UniversityDiogo Veríssimo (Presenter) David H. Smith Conservation Research Fellow, Johns Hopkins University, USA Carina Schmid PCI Media Impact, USA Heather E. Eves Virginia Polytechnic Institute and State University, USA
Paper no. 40
11.45 – 12.00
Session title: Two Recent Landmark Case Studies Show Sustained Impacts After One Year, Illustrate How to Research and Tailor Campaigns Neighborhood by Neighborhood
Conference track: Global climate change, environmental protection and sustainability
Paper type: Practice
Presenter: Jay Kassirer, President of Cullbridge, G.M. of Tools of Change
Paper no. 14
[download]
10:45 – 12:15

Day 1: Breakout Session 1: Studio F - click for details

10.45 – 11.00
Session title: How Do Alcohol Portrayals in Movies Affect their Audience? Evidence from a Field Study
Conference track: Reducing the impact of substance misuse
Paper type: Academic
Presenter: Cristel Russell, American University, Professor of Marketing
Co-authors: Ignacio Redondo, Professor of Marketing, Universidad Autónoma de Madrid, Spain; Jorge Bernal, Professor of Marketing, University of Tarapacá, Chile
Paper no. 15
[download]
11.05 – 11.20
Session title: Can a Community Address Underage Drinking? Yes, It Can!
Conference track: Reducing the impact of substance misuse
Paper type: Academic
Presenter: Sandra Jones, Professor and Director, Centre for Health and Social Research, Australian Catholic University
Co-authors: Kelly Andrews, Program Manager & Kate Francis, Research Officer, Centre for Health and Social Research, Australian Catholic University
Paper no. 44
[download]
11.25 – 11.40
Session title: Keep What You’ve Earned: Promoting Responsible Drinking in the U.S. Navy
Conference track: Reducing the impact of substance misuse
Paper type: Practice
Presenters: Caroline Miles, Booz Allen Hamilton, Associate; Kristina Cook, Booz Allen Hamilton, Senior Associate
Co-authors: Teha Kennard, Booz Allen Hamilton, Senior Associate
Paper no. 89
[download]
11.45 – 12.00
Session title: END SMART Model: A Social Marketing Approach for Tobacco Control
Conference track: Reducing the impact of substance misuse
Paper type: Academic
Presenter: Ramesh Ghandi, Gandhi Foundation, Jaipur
Co-authors: Dr Gitika Kapoor, Poddar Institute of Management, University of Rajasthan
Paper no. 151
[download]
12:15 – 13:15

Lunch, Networking and Poster Viewing

13:15 – 14:15

Plenary session - "Social Marketing: The Next Generation" - click for details

13.15 – 13.20: Session welcome: Social Marketing, looking to the future
John Bromley, Director, The National Social Marketing Centre
13.20 – 14.15: “Social Marketing: The Next Generation”
Chair: Dr Nadia Zainuddin, University of Wollongong
This special session follows up on the successful “Future Speaks” panel session from the 2013 World Social Marketing Conference in Toronto, and the “The Future > The Now Speaks” panel session from the 2015 World Social Marketing Conference in Sydney. This session will feature a panel of emerging social marketing academics and practitioners discussing some of the most important issues and challenges in the field.
Presenters:
  • Diogo Veríssimo, David H. Smith Conservation Research Fellow, Rare & Johns Hopkins University: Marketing biodiversity conservation in the age of learning
    [Watch Video]
  • Nathaly Aya Pastrana, Doctoral Student and Research Assistant, BeCHANGE Research Group, Institute for Public Communication, Universitá della Svizzera italiana: Beyond Salsa, Samba and Tango: Social Marketing in Latin America
    [Watch Video]
  • Natalie Bowring, Masters Student, Queensland University of Technology When Disciplines Collide: Insights and future direction for social marketing and health promotion collaboration
    [Watch Video]
  • Janicia Moore, Account Executive, Hager Sharp More Than Messengers: Creating Change [Watch Video]
    [Notes - download]
    [Slides - download]
14:15 – 15:15

Day 1: Breakout Session 2: Ballroom - click for details

Panel session: ”Food for Thought – Engaging Companies as Agents of Change to Influence Behaviour for Social Good”
Chaired by: Tom Beall, Social Marketing and Health Communication Consultant; Founding
This session will compare and contrast different examples of how businesses are engaged in helping to address “wicked problems” that are so complex and of a magnitude that governments and the non-profit sector alone cannot adequately address them.  This track will seek to identify how cross sector action, joint learning and coordination can be fostered.
Panelists:
  • Petra Klassen Wigger, Scientific Advisor, Corporate Nutrition and Wellness Unit, Nestle, Switzerland
  • Julie Ipe, Senior Manager, Behavior Change Communications at the Global Alliance for Clean Cookstoves
  • Jennifer Wayman, CEO and President, Hager Sharp
14:15 – 15:15

Day 1: Breakout Session 2: Salon 1 - click for details

14.15 – 14.30: Presentation
Session title: What’s health got to do with it? Testing marketing messages for clean cookstoves in Cambodia and Kenya
Conference track: Promoting global health and wellbeing
Paper type: Academic
Presenter: Fiona Lambe, Research Fellow, Stockholm Environment Institute (SEI)
Co-authors: Caroline Ochieng, Research Fellow, SEI & Oliver Johnson, Senior Research Fellow, SEI
Paper no. 101
[download]
14.35 – 14.50: Presentation
Session title: Impact of a 35-month radio campaign addressing key lifesaving family behaviours for child survival in rural Burkina Faso: Results from a cluster randomised trial
Conference track: Reducing global communicable disease through behavioural influence
Paper type: Academic
Presenter: Cathryn Wood, Director of Strategy & Development, Development Media International
Co-authors: Dr Jo Murray, Head of Research; Will Snell, Former Director of Strategy & Development, Development Media International; Roy Head, CEO, Development Media International
Paper no. 21 ­­­
[download]
14.55 – 15.10: Presentation
Session title: Focus on benefits of childbirth spacing to promote contraceptive use in a pro-natalist society
Conference track: Developmental / Experiential
Presenter: Ian Tweedie, Team Leader, HC3 Nigeria, Johns Hopkins Center for Communication Programs
Co-authors: Anna Anna McCartney-Melstad (Chief of Party, HC3 Nigeria), Shittu Abdu-Aguye (Deputy Director – Family Planning, HC3 Nigeria), Usman Usman (Senior Technical Advisor – Social Mobilisation), Missy Eusebio (Intern, HC3) and Tina Dickenson (Program Officer II, HC3 Nigeria). Health Communication Capacity Collaborative (HC3) Project.
Paper no. 173
[download]
14:15 – 15:15

Day 1: Breakout Session 2: Salon 2 - click for details

14.15 – 14.30: Presentation
Session title: Customized Evidence Based Community Interventions: Impact Evaluation on Behavior Change for Breast Cancer Early Detection
Conference track: Promoting global health and wellbeing
Paper type: Practice
Presenter: Rasha Izzeddin Fakhereddin, Senior Manager, Communication & Social Marketing Department, Jordan Breast Cancer Program
Co-authors: Batool Darweesh Al Jammal, Training & Outreach Manager, Communication & Social Marketing Department, Jordan Breast Cancer Program; Nisreen Qatamish, General Directer of King Hussen Cancer Foundation, Director of Jordan Breast Cancer Program.
Paper no. 6
[download]
14.35 – 14.50: Presentation
Session title: Effects of a Social Marketing Web, e-Mail and SMS Intervention on Children’s Food Consumption: a Randomized Controlled Trial
Conference track: Promoting global health and wellbeing
Paper type: Academic
Presenter: Natalie Rangelov, Phd student, Institute of Public Communication (ICP), Faculty of Communication Sciences, Universitá della Svizzera italiana
Co-authors: Sara Delle Bella, post-doc researcher, ICP, Faculty of Communication Sciences, Universitá della Svizzera italiana; L.Suzanne Suggs, Associate Professor, ICP, Faculty of Communication Sciences, Universitá della Svizzera italiana; Pedro Marques-Vidal, Associate Professor, Internal Medicine, Faculty of Biology and Medicine, -University of Lausanne, Lausanne University Hospital (CHUV)
Paper no. 61
[download]
14:15 – 15:15

Day 1: Breakout Session 2: Studio A - click for details

14.15 – 14.30: Presentation
Session title: A National Policy Process on Social Marketing: The British Case
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: Carlos Oliveira Santos, Assistant Professor, University of Lisbon
Paper no. 152
[download]
14.35 – 14.50: Presentation
Session title: SAFE Work Manitoba – Workplace Injury Prevention Program
Conference track: Increasing return on social policy investment on influencing behaviour
Paper type: Practice
Presenter: Hilary Friesen, Client Services Manager, ChangeMakers
Co-authors: Correy Myco, President & CEO, ChangeMakers; Angela Sylvester, Client Services Manager, ChangeMakers
Paper no. 120
[download]
14:15 – 15:15

Day 1: Breakout Session 2: Studio B - click for details

14.15 – 14.30: Presentation
Session title: The Uses of Neuroscience Methodologies to Improve Communications Effectiveness
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: Patty Goldman, VP, Strategy & Evaluation, Ad Council
Co-authors: Michael Smith, PhD, MBA. VP, Consumer Neuroscience Solutions, Nielsen.
Paper no. 96
[download]
14.35 – 14.50: Presentation
Session title: Applying Tailored Messaging to Reach a Targeted Audience Segment
Conference track: Developmental / Experiential
Presenters: Brandon Tate, Account Director – Rescue | The Behavior Change Agency
Shay Abagat, This Free Life Campaign Assistant Manager – FDA, Center for Tobacco Products
Paper no. 193
[download]
14.55 – 15.10: Presentation
Session title: Using Influencers and Experiential Tactics in Health Communications
Conference track: Developmental / Experiential
Presenters: Dina Weldin, Account Director – Rescue | The Behavior Change Agency
Ashley Smith, This Free Life Campaign Manager – FDA, Center for Tobacco Products
Paper no. 191
[download]
14:15 – 15:15

Day 1: Breakout Session 2: Studio D - click for details

14.15 – 14.30: Presentation
Session title: Leveraging Segmentation for the Greatest Impact: Aligning Subpopulation Motivations and Social Marketing Strategies
Conference track: Developmental / Experiential
Presenters: Michelle Bellon, Sr. Director of Integration Marketing Strategies – Rescue | The Behavior Change Agency
Jeff Jordan, President – Rescue | The Behavior Change Agency
Paper no. 197
[download]
14.35 – 15.15: WORKSHOP
Session title: The 4 P’s of Mature Sex: Power, Persuasion, Permission and Pleasure
Conference track: Developmental / Experiential
Presenter: Natalie Bowring, Masters Student, Queensland University of Technology
Paper no. 166
[download]
14:15 – 15:15

Day 1: Breakout Session 2: Studio E - click for details

14.15 – 14.30: Presentation
Session title: Making It Count: Getting Small-Scale Fishers in the Philippines to Voluntarily Practice Fish Catch Monitoring
Conference track: Developmental / Experiential
Presenter: Fel Ceasar Cadiz, Director, Program Implementation, Rare
Co-authors: Frances Michelle Pascual, Behavior Change Communications Advisor, Rare; Pablo Rojas Jr., Senior Manager, Monitoring and Evaluation, Rare; Dean Apistar, Manager, Monitoring and Evaluation, Rare
Paper no. 170
[download]
14.35 – 14.50: Presentation
Session title: Home-Grown Influence Campaigns: Strategies for Boosting Social Marketing Efforts in Farm Populations
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: Pamela J. Tinc, Senior Research Coordinator, Northeast Center for Occupational Health and Safety: Agriculture, Forestry, and Fishing
Co-authors: Julie A. Sorensen, Director, Northeast Center for Occupational Health and Safety: Agriculture, Forestry, and Fishing
Paper no. 5
[download]
14.55 – 15.10: Presentation
Session title: Health and Energy Behavior Change Campaigns in the Military: Harnessing the Power of Social Norms
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Practice
Presenters: Laura Michael, Lead Associate, Booz Allen Hamilton & Kristina Cook, Senior Associate, Booz Allen Hamilton
Paper no. 73
[download]
14:15 – 15:15

Day 1: Breakout Session 2: Studio F - click for details

14.15 – 14.30: Presentation
Session title: Countering violent extremism in the west: Can social marketing help?
Conference track: Reducing crime and poverty and promoting safety and security
Paper type: Academic
Presenter: Renata Anibaldi, Senior Research Assistant, Social Marketing @ Griffith, Griffith University & Prof Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith, Griffith University
Paper no. 41
[download]
14.35 – 14.50: Presentation
Session title: Preventing Economic Abuse in Young Adults: Implications for the Development of Social Marketing Strategies
Conference track: Reducing crime and poverty and promoting safety and security
Paper type: Student
Presenter: Professor Mike Reid, Deputy Head, School of Economics Finance & Marketing, RMIT University, Melbourne, Australia
Co-authors: Jozica J Kutin PhD Candidate & Professor Roslyn Russell, Principal Research Fellow, School of Economics Finance & Marketing, RMIT University, Melbourne, Australia
Paper no. 51
[download]
14.55 – 15.10: Presentation
Session title: Social Marketing for Good Governance
Conference track: Reducing crime and poverty and promoting safety and security
Paper type: Developmental / Experiential
Presenter: Anne Constantino, Senior Consultant & Managing Director, Precision Strategies Asia
Paper no. 192
[download]
15:15 – 15:45

Coffee & Networking

15:45 – 16:45

Day 1: Breakout Session 3: Ballroom - click for details

15.45 – 16.45: PANEL SESSION
Commissioners in Conversation
This panel will be made up or representatives of organisations who fund social marketing programmes and projects. The aim of the panel is to provide insights into the needs of those organisations and agencies who commission the development, delivery  and evaluate social marketing programmes and projects. The panel will  focus on how mutually positive relationships can be established and maintained between those commissioning / funding programmes and those responsible for delivery. The session will be practical in nature focusing on what to do and what not to do to enhance the probability of successful applications, how to agree programme delivery targets and how to manage the ongoing relationship between funder and provider.
Chair: Jacqueline Devine, World Bank
Panellists:
  • Dr. John Lumpkin, Robert Wood Johnson Foundation
  • Rafael Obregon, UNICEF
  • Anton Schneider, USAID
15:45 – 16:45

Day 1: Breakout Session 3: Salon 1 - click for details

15.45 – 16.00: Presentation
Session title: Understand: Developing the UNICEF Malawi handwashing with soap program
Conference track: Reducing global communicable disease through behavioural influence
Paper type: Academic
Presenter: Abi Badejo, Research Fellow, Social Marketing @ Griffith, Griffith University, Brisbane Australia
Co-authors: Dr Joy Parkinson, Social Marketing @ Griffith, Griffith University, Brisbane Australia, Philip C. Mkandawire, PSI Malawi, Violet Tembo, UNICEF Malawi, Dr Timo Dietrich, Social Marketing @ Griffith, Griffith University, Brisbane Australia, Dr Mohammad Kadir, Social Marketing @ Griffith, Griffith University, Brisbane Australia
Paper no. 54
[download]
16.05 – 16.20: Presentation
Session title: Social Marketing Interventions for Neglected Tropical Diseases: A Systematic Review
Conference track: Reducing global communicable disease through behavioural influence
Paper type: Student
Presenter: Nathaly Aya Pastrana, BeCHANGE Research Group, Universitá della Svizzera italiana
Co-authors: Dr. J Jaime Miranda, CRONICAS Centre of Excellence in Chronic Diseases, Universidad Peruana Cayetano Heredia, Dr. David Beran, Geneva University Hospitals, University of Geneva, Prof. Dr. L Suzanne Suggs, BeCHANGE Research Group, Institute for Public Communication, Faculty of Communication Sciences, Universitá della Svizzera italiana
Paper no. 56
[download] [Watch Video]
16.25 – 16.40: Presentation
Session title: ‘A good night sleep’ – repositioning mosquito nets as a lifestyle commodity to create a market and increase consistent use in Uganda.
Conference track: Reducing global communicable disease through behavioural influence
Paper type: Practice
Presenter: David Ochieng, Head of Communications, Malaria Consortium Uganda
Co-authors: Dr Julian Atim & Viola Nampeera, Malaria Consortium Uganda
Paper no. 31
[download]
15:45 – 16:45

Day 1: Breakout Session 3: Salon 2 - click for details

15.45 – 16.00: Presentation
Session title: Shifting Family Planning Positioning from Health to Development in Jordan: Impact on Family Size Social Norm and Attitudes towards Family Planning 
Conference track: Promoting global health and wellbeing
Paper type: Practice
Presenter: Hana Banat, SBCC Senior Advisor / Jordan Communication, Advocacy and Policy project. Abt Associates
Co-authors: Houda Khayame / DCOP Jordan Communication, Advocacy and Policy project. Abt Associates, Gael O’Sullivan, Principal Associate – International Health Division. Abt Associates, Carla White, M&E Senior Advisor- Jordan Communication, Advocacy and Policy project. Abt Associates, Malak Al Oury: Director of Maternal and Child Health Directorate – Ministry of Health Jordan
Paper no. 66
[download]
16.05 – 16.20: Presentation
Session title: Connecting the Inner Motivation of Target Audiences to Desired Behaviors to Increase Child Survival in Mozambique
Conference track: Promoting global health and wellbeing
Paper type: Academic
Presenter: Sean Southey, CEO PCI Media Impact
Co-authors: Massimiliano Sani, UNICEF Mozambique; Luca Solimeo, UNICEF Mozambique; Yolanda Carreira, UNICEF Mozambique; Carina Schmid, Programs Manager PCI Media Impact
Paper no. 90
[download]
16.25 – 16.40: Presentation
Session title: Using Mobile phone Technology to Increase Access to Clinical Counseling and Testing Services through the SMS Service Locator.
Conference track: Promoting global health and wellbeing
Paper type: Practice
Presenter: Francis Nsanga, Knowledge Manager, Uganda Health Marketing Group (UHMG)
Co-authors: Denis Ahairwe, Chief of Party, UHMG; Jonathan Magoola, Head Strategic Information and Innovations, UHMG; Joyce Tamale, Managing Director, UHMG
Paper no. 85
[download]
15:45 – 16:45

Day 1: Breakout Session 3: Studio A - click for details

15.45 – 16.00: Presentation
Session title: From systems to social marketing: The case of tobacco
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Academic
Presenter: Hamilton Coimbra Carvalho – PhD candidate, University of São Paulo
Co-authors: José Afonso Mazzon, Full professor, University of São Paulo; Joaquim Rocha Santos, Assistant professor, University of São Paulo
Paper no. 58
[download]
16.05 – 16.20: Presentation
Session title: Inclusive Promotion of Health and Wellbeing in vulnerable population groups (PROMEQ)
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Academic
Presenter: Professor Marja Vaarama, University of Eastern Finland (UEF)
Co-authors: Professor emeritus Richard Pieper, UEF; Adjunct Professor Tomi Mäki-Opas, UEF
Paper no. 59
[download]
16.25 – 16.40: Presentation
Session title: How We Should Communicate with Immigrants: Lessons from the Seguro Popular Healthcare Project
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Academic
Presenter: Robert Courtney Smith, Professor & Don Waisanen, Associate Professor, Baruch College, CUNY
Co-authors: Guillermo Yrizar Barbosa, Ph.D. Candidate, Graduate Center, CUNY
Paper no. 68
15:45 – 16:45

Day 1: Breakout Session 3: Studio B - click for details

15.45 – 16.45: PANEL SESSION
Session title: Social Marketing Planning Models
A wide ranging discussion not only about various marketing planning frameworks and their relative pros and cons, but also about the value of and barriers to use of any systematic framework in real world contexts.  To feature representatives presenting CDCynergy, COMBI and the recently published European Center for Disease Control (ECDC) Technical Guide to Social Marketing.
Chair: May Kennedy, Virginia Commonwealth University
Panellists:
  • Professor Jeff French, Conference Chair, CEO Strategic Social Marketing
  • Lynn Sokler, Senior Communication Advisor, CDC
  • Dr Livingston White, The University of the West Indies
[download]
15:45 – 16:45

Day 1: Breakout Session 3: Studio D - click for details

15.45 – 16.00: Presentation
Session title: Using Influencers and Interactive Digital Experiences as the Catalyst for Behavior Change Amongst LGBT Young Adults
Conference track: Developmental / Experiential
Presenter: Brandon Tate, Account Director – Rescue | The Behavior Change Agency
Shay Abagat, This Free Life Campaign Assistant Manager – FDA, Center for Tobacco Products
Paper no. 194
[download]
16.05 – 16.45: WORKSHOP
Session title: ‘Eating On Purpose?’ A SM Approach To Accessing The Nottingham Social Eating Movement.
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Developmental / Experiential
Presenter: Marsha Smith, Visiting Fellow, The Nottingham Trent University
Paper no. 184
[download]
15:45 – 16:45

Day 1: Breakout Session 3: Studio E - click for details

15.45 – 16.00: Presentation
Session title: iAnimal – Using Virtual Reality to Increase Plant-Based Eating: Can 360 virtual reality help your organization change behavior?
Conference track: Advancing theory, research and technology in social marketing
Paper type: Practice
Presenter: Caryn Ginsberg, Strategic Visualyst, Priority Ventures Group
Paper no. 97
[download]
16.05 – 16.20: Presentation
Session title: Indonesia’s Clean Stove Initiative: Too Many Cooks Spoil the Social Marketing Broth
Conference track: Promoting global health and wellbeing
Paper type: Practice
Presenter: Dr. Nicholas Goodwin, Director, Tulodo
Paper no. 150
[download]
16.25 – 16.40: Presentation
Session title: I am what I believe: The importance of socially shared beliefs for social marketing programs
Conference track: Advancing theory, research and technology in social marketing
Paper type: Student
Presenter: Citlali Calderon, Tecnologico De Monterrey, Egade Business School
Paper no. 17
[download]
15:45 – 16:45

Day 1: Breakout Session 3: Studio F - click for details

15.45 – 16.00: Presentation
Session title: Self-efficacy techniques used in Physical Activity interventions targeting adults: a systematic literature review (2007-2015)
Conference track: Advancing theory, research and technology in social marketing
Paper type: Student
Presenter: Haruka Fujihira, PhD candidate, Social Marketing @ Griffith, Griffith University
Co-authors: Dr. Joy Parkinson, Research fellow & Prof. Sharyn Rundle-Thiele, Director of Social Marketing @ Griffith, Griffith University
Paper no. 165
[download]
16.05 – 16.40: SPECIAL SESSION
Session title: Using Social Marketing to Promote Ethics in Tanzania’s Public Service
Presenter: Jim Mintz, Managing Partner & Senior Consultant – Centre of Excellence for Public Sector Marketing (CEPSM)
In this presentation, Jim Mintz will describe how CEPSM used a social marketing approach designed for a developing country to change attitudes and behaviours on ethics in the Tanzanian public service.
[download]
16:45 – 17:30

Keynote Session & Review - click for details

16.45 – 16.50: Welcome & Introduction
Session Chair: Kevin Green, Sr. Manager, Behavioral & Social Science, RARE
16.50 – 17.20: Keynote
  • Professor John Sterman, Director, MIT System Dynamics Group

[download] [Watch Video]

John D. Sterman is the Jay W. Forrester Professor of Management at the MIT Sloan School of Management and a Professor in the MIT Institute for Data, Systems, and Society. He is also the Director of the MIT System Dynamics Group and the MIT Sloan Sustainability Initiative.
Sterman’s research centers on improving decision-making in complex systems, including corporate strategy and operations, energy policy, public health, environmental sustainability, and climate change. It ranges from the dynamics of organizational change and the implementation of sustainable improvement programs to climate change and the implementation of policies to promote a sustainable world. His research also includes systems thinking and organizational learning, computer simulation of corporate strategy and public policy issues, and environmental sustainability. Sterman pioneered the development of “management flight simulators” of corporate and economic systems which are now used by corporations, universities, and governments around the world.
17.20 – 17.30: Summing up & thanks
  • Professor Rebekah Russell-Bennett, Practitioner Co-Chair & Professor of Marketing, Queensland University of Technology
  • Professor Jeff French, Conference Chair & CEO Strategic Social Marketing
19:00 – 00:00

Conference Gala Dinner & Awards, followed by entertainment - click for details

19.00 – 00.00: Conference Gala Dinner, Awards & Presentations, followed by entertainment
Location: Main conference foyer & Ballroom, first floor, Renaissance Arlington Capital View Hotel
Join keynote speakers, panellists and social marketing experts from across the world at the conference gala dinner.
Porter Novelli is proud to welcome guests to the WSMC gala dinner and celebrate luminaries from the field of social marketing. 
19.00 – 20.00: Pre-diner drinks from in the main conference lobby area
20.00: Doors open
20.10: Special Presentation from Melissa Kraus Taylor, Global Learning and Development Partner, Porter Novelli
Melissa is the Global Learning and Development director and brings more than two decades of experience social marketing and strategic planning and research. She has counseled numerous clients in the area of social impact, including the Almond Board of California, Florida Department of Citrus, CDC, CARE and Habitat for Humanity.
Consistently rated by participants as an engaging, enthusiastic and knowledgeable presenter, Melissa has traveled around the globe conducting training on a variety of topics, including branding, presentation skills, talent management, behavior change theory and numerous research methodologies.
Melissa earned her MA in Health Communication from the University of Maryland, College Park. She loves teaching and for over a decade has taught Social Marketing at Emory University’s Graduate School of Public Health, where she was awarded Adjunct Faculty Honoree for Excellence.
20.20 – 22.30: Gala dinner and inaugural ceremony of the World Social Marketing Achievement Awards
22.30 – 00.00: Live entertainment from Encore

Wednesday 17th May

08:00 – 08:45

Office Hours: Leveraging the power of communications in an evolving social marketing landscape

When working to solve the world’s most pressing social issues,
audience-driven communication is a powerful tool. Join
Vanguard Communications for real-world advice from experts
on how to turn challenges into opportunities in an everevolving
social marketing landscape.
Location: Studio A
Host Advisors:
Brenda Foster, M.P.A. > Senior Vice President, Vanguard
Communications
Stephanie Dukes > Senior Account Supervisor, Vanguard
Communications
08:15 – 08:45

Welcome coffee

08:45 – 10:15

Welcome & Keynote presentations - click for details

08.45 – 08.50: Welcome & Introduction to the Social Marketing Association of North America
Kelley Dennings, Social Marketing Association of North America, President and Action Research, Director of Social Marketing

[download]

08.50 – 09.00: Special Presentation from our Key Supporters
Motivating Millions using One Ad Campaign:  Using hard-hitting and award-winning ads, a collaborative team will share highlights from the Tips From Former Smokers™ campaign.  We will briefly discuss  the strategies and tactics used to execute a mass reach, health behavior social marketing effort that motivated millions of Americans to quit smoking.
09.00 – 10.15: Keynote presentations
Session Chair: John Bromley, Director, National Social Marketing Centre
  • Elizabeth Fox, Director of the Office of Health, Infectious Diseases and Nutrition, USAID
    Is Social Marketing a sustainable development goal

[download] [Watch Video]

  • Professor Jeff French, CEO Strategic Social Marketing
    It’s the system stupid! Adding value to social programmes as we enter the mature phase of Social Marketing.

[download] [Watch Video]

10:15 – 11:30

Day 2: Breakout Session 1: Ballroom - click for details

10.15 – 11.15: PANEL SESSION
Health Promotion Opportunities for Social Marketing
[Introduction - download]
Session Chair: Craig Lefebvre, Chief Maven at socialShift, Lead Change Designer at RTI International
Health promotion and improving people’s well-being continues to be the heart of social marketing. This panel is for the social marketers around the world that consider questions such as:
What are the big, wicked health and development problems in my region and how can I make a dent in them?
Isabella Danel, MD, Deputy Director of the Pan American Health Organization (PAHO), Regional Office for the Americas, WHO
How can I use social marketing to reduce health disparities?
Sonya Grier, Professor, American University and Director of food marketing research for the African American Obesity Research Collaborative Network
[download]
How can I use new technologies to improve my program’s effectiveness and efficiency, and design programs that are more equitable and sustainable?
Robert Gold, Professor and Chair, Epidemiology and Biostatistics; Founding Dean of the University of Maryland School of Public Health; and Director of the Public Health Informatics Research Laboratory
[download]
How do I change markets to improve health and well-being?
Amanda Glassman, MSc, Chief Operating Officer and Senior Fellow, Center for Global Development and editor and coauthor of Millions Saved: New Cases of Proven Success in Global Health
10:15 – 11:30

Day 2: Breakout Session 1: Salon 1 - click for details

10.15 – 10.30: Presentation
Session title: Using SBCC to Improve Service-Related Outcomes: A Proposed Model
Conference track: Developmental / Experiential
Presenter: Katherine Holmsen, Capacity Strengthening Director – HC3, Johns Hopkins Center for Communication Programs
Co-authors: Heather Hancock, Senior Program Officer, Johns Hopkins Center for Communication Programs
Paper no. 174
[download]
10.35 – 11.15: WORKSHOP
Session title: Providers as People: Using Social and Behavior Change Communication to Influence Provider Behavior
Conference track: Promoting health and wellbeing
Paper type: Practice
Presenter: TrishAnn Davis, Program Officer II, Johns Hopkins Center for Communication Programs
Co-authors: Heather Hancock, Senior Program Officer, Johns Hopkins Center for Communication Programs
Paper no. 105
[download]
10:15 – 11:30

Day 2: Breakout Session 1: Salon 2 - click for details

10.15 – 10.30: Presentation
Session title: Promoting the Protector Condom Brand to top the condom market in Uganda
Conference track: Reducing global communicable disease through behavioural influence
Paper type: Practice
Presenter: Zawedde Nakato JeanneMarie, Brand Officer, Uganda Health Marketing Group(UHMG)
Co-authors: Robert Kigula, Social Marketing Manager, UHMG; Dennis Ahairwe, Chief of Party, USAID/Uganda Social Marketing Activity, UHMG; Joyce Tamale, Managing Director, UHMG; Francis Nsanga, Knowledge Manager, UHMG
Paper no. 11
10.35 – 10.50: Presentation
Session title: ‘Time, Trust & Tango’ the Factors that are Influential in the Uptake of Malaria Rapid Diagnostic Tests : A Case Study of Uganda
Conference track: Reducing global communicable disease through behavioural influence
Paper type: Practice
Presenter: David Ochieng, Head of Communications, Malaria Consortium Uganda
Co-authors: Dr Julian Atim & Viola Nampeera, Malaria Consortium Uganda
Paper no. 32
[download]
10.55 – 11.10: Presentation
Session title: It All Adds Up: Addressing Gender Norms to Increase Physical Activity for Women
Conference track: Promoting health and wellbeing
Paper type: Practice
Presenter: April Ennis Keippel, Mission and Community Benefit Programs Manager; St. Vincent Healthcare
Paper no. 94
[download]
11.15 – 11.30: Presentation
Session title: Influence of media and socialisation agents on healthy eating among Australian Gen Y
Conference track: Promoting health and wellbeing
Paper type: Student
Presenter: to be confirmed
Authors: Pardis Mohajerani, Swinburne University of Technology; Associate Professor Antonio Lobo, Swinburne University of Technology; Professor Heath McDonald, Swinburne University of Technology
Paper no.121
[download]
10:15 – 11:30

Day 2: Breakout Session 1: Studio A - click for details

10.15 – 11.15: PANEL SESSION
A New Paradigm: Companies as Agents of Social Change
[download]
Moderator: Bill Novelli, Georgetown University Professor, Co-Chair of the Coalition to Transform Advanced Care (C-TAC), and co-founder of Porter Novelli.

BN

 

Bill Novelli, Co-Chair of the Coalition to Transform Advanced Care (C-TAC), Previous CEO of AARP, and Co-Founder of Porter Novelli, began his career at Unilever and served as Director of Advertising and Creative Services for the Peace Corps. He is currently, a professor in the McDonough School of Business at Georgetown University where he teaches in the MBA program. He also created and leads the Global Social Enterprise Initiative at Georgetown.

2016 saw the arrival of a populist movement around the globe, spurred in large part by global citizens’ frustrations toward their government. Leaders from a variety of global companies across different sectors will discuss how they have built and navigated their companies into leadership positions during uncertain times and how we, as leaders in government and non-profit, can teach and learn from each other. No matter where your professional role in social marketing, social change and social impact has you sitting today, these lessons affect all of our futures.
Panelists:
Katherine Neebe > Director of Sustainability, Walmart

KN

 

Katherine is a corporate social responsibility executive with over 16 years of experience developing, executing, and leading multi-million dollar initiatives across multiple sectors within the sustainability realm. Her work has proven to deliver business value, proactively engage stakeholders, and positively impact society and the environment.

Katherine joined Walmart’s sustainability team in 2013 to lead Walmart’s external stakeholder relationships, focused on cultivating high-impact partnerships that deliver strategic value to Walmart’s business while also advancing social/environmental issues. In addition, she manages and responds to pressing and emerging sustainability issues for the company. Previous to Walmart, Katherine spent six years at WWF managing one of the world’s largest corporate-NGO partnerships, a $97MM sustainability-driven initiative with The Coca-Cola Company. The focus of the partnership was to conserve iconic river basins, improve the efficiency of the company’s water use, decrease the company’s carbon dioxide emissions, and support sustainable agriculture and packaging. In 2011, the effort expanded to include a cause-marketing platform directed towards polar bear conservation. Work is active in more than 49 countries.

Katherine has worked with a range of corporate, government, and nonprofit organizations. Weaving together her intensive business experience and commitment to social and environmental responsibility, she brings a practical ability to ground sustainability into actionable terms. Katherine received her M.B.A from The Darden School at UVA in 2004 and has a B.A. in English from Colorado College.

Marc Meachem > Head of External Affairs for North America, ViiV Healthcare

MM

 

Marc Meachem is responsible for directing all external and internal U.S. communications and public affairs activities. Marc has designed and launched initiatives to address the unmet needs of disproportionately affected populations, including the Positive Action Southern Initiative, Youth Scholars Program, and the ACCELERATE! Initiative. He hosts and has expanded ViiV Healthcare’s Community Summit, an annual gathering that brings together more than 125 leaders, advocates, and writers from across North America to educate, engage in conversation, and foster collaboration in the hopes of changing the course of the epidemic.

Marc earned an M.B.A. from the Fuqua School of Business at Duke University and a B.A. in French language and literature and B.S. in Economics from the University of Pennsylvania.

Marisa Long > Vice President of Communications and Public Relations for U.S. Green Building Council and Green Business Certification Inc.

ML

 

As the vice president of public relations and communications for U.S. Green Building Council (USGBC) and Green Business Certification Inc. (GBCI), Marisa Long oversees global public relations efforts, including media relations, external communications, public affairs, social media, and multimedia. She leads a team that supports all of USGBC and GBCI brands and programs, most notably LEED (Leadership in Energy and Environmental Design), the world’s most widely used green building rating system found in 164 countries and territories. Marisa also supports the PR and communications efforts for Greenbuild, the world’s largest international green building conference, which is expanding to India and China in 2017.

Marisa has managed several award-winning PR and public affairs campaigns, including USGBC’s annual Top 10 States for LEED, and the release of the 2015 USGBC Economic Impact Study, which estimates that LEED projects will directly contribute $30 billion to GDP by 2018. In 2010, Marisa helped launch the Center for Green Schools, which has become the public leader and convener toward the mission of green schools. Prior to joining USGBC, Marisa implemented strategic public relations and stakeholder engagement campaigns for a variety of high-profile real estate clients.

Marisa was recognized as one of PR News’ Top Women in PR for 2016 and previously received an individual 2015 American Business Award – Silver for Communicator of the Year. The Pittsburgh-area native graduated with honors from The E. W. Scripps School of Journalism at Ohio University, majoring in public relations with a specialization in political communication and sociology.

Rebecca Mark > Vice President, Research, Porter Novelli

RM

 

A congressional hill staffer turned public opinion pollster, Rebecca Mark is well versed in finding the intersections between policy and consumer appetite. As Vice President of Research for Porter Novelli, Rebecca’s primary focus is on pinpointing actionable findings that make organizations more effective.
Prior to research, Rebecca served as the Deputy Finance Director for the 2010 Michigan gubernatorial election, and as a legislative assistant in the office of Congresswomen Gwen Moore and Jan Schakowsky. Specializing in health policy, women’s issues, and seniors’ issues, Rebecca has experience crafting legislative strategies, fighting for appropriations, and staffing her boss on the Energy and Commerce Health Subcommittee during health reform. Rebecca graduated from the University of Michigan with a master’s degree in urban planning and economic development, where she also attended as an undergraduate.

10:15 – 11:30

Day 2: Breakout Session 1: Studio B - click for details

10.15 – 10.30: Presentation
Session title: Weighting for change: Consumers co-creating value in an online support group
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Academic
Presenter: Joy Parkinson, Lecturer, Social Marketing @ Griffith, Griffith University
Co-authors: Rory Mulcahy, Lecturer, University of Sunshine Coast, Australia; Lisa Schuster, Senior Lecturer Queensland University of Technology, Australia; Heini Taiminen, Lecturer, University of Jyväskylä, FinlandRory Mulcahy, Lecturer, University of Sunshine Coast, Australia Lisa Schuster, Senior Lecturer Queensland University of Technology, Australia Heini Taiminen, Lecturer, University of Jyväskylä, Finland
Paper no. 55
[download]
10.35 – 10.50: Presentation
Session title: Implementation of a Social Marketing Framework Designed for Collaborative Partnerships: Untangling the Theory of Change
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Academic
Presenter: Brian J. Biroscak, Assistant Professor, Yale University School of Medicine
Co-authors: Carol A. Bryant, University of South Florida; Mahmooda Khaliq Pasha, University of South Florida; Tali Schneider, University of South Florida; Anthony D. Panzera, US Department of Agriculture; Peter S. Hovmand, Washington University in St. Louis
Paper no. 126
[download]
10.55 – 11.10: Presentation
Session title: Using service design to understand digital preferences for improving applications for tertiary education in under-represented markets
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Academic
Presenter: Professor Rebekah Russell-Bennett & Judy Drennan, Queensland University of Technology (QUT)
Co-authors: Maria Raciti, University of Sunshine Coast; Natalie Bowring, QUT; Kara Burns, QUT
Paper no. 153
[download]
11.15 – 11.30: Presentation
Session title: Metrics That Matter.
Conference track: Developmental / Experiential
Presenter: Tony Foleno, SVP Strategy & Evaluation, Ad Council
Paper no. 203
[download]
10:15 – 11:30

Day 2: Breakout Session 1: Studio D - click for details

10.15 – 10.30: Presentation
Session title: Lightbulbs and Social Movements
Conference track: Advancing theory, research and technology in social marketing
Paper type: Developmental / Experiential
Presenter: Tracey Bridges, Managing Partner, SenateSHJ
Paper no. 172
[download]
10.35 – 10.50: Presentation
Session title: Emotionally Intelligent Insights – Connecting Better With Customers’ Emotions
Conference track: Developmental / Experiential
Presenter: Nick Godbehere, Head of Behavioural Insight, Hitch Marketing & John Bromley, Director, National Social Marketing Centre
Paper no. 169
[download]
10.55 – 11.10: Presentation
Session title: “Prosocial herding: What are the implications for social marketing?”
Conference track: Developmental / Experiential
Presenter: Sebastian Isbanner, PhD Candidate, University of Wollongong, Australia
Paper no. 179
[download]
10:15 – 11:30

Day 2: Breakout Session 1: Studio E - click for details

10.15 – 10.30: Presentation
Session title: My Neighbourhood’s Smoke – Using a Soap Opera to Change Cooking Behavior in Guatemala
Conference track: Promoting global health and wellbeing
Paper type: Practice
Presenter: Julie Ipe, Senior Manager, Behavior Change Communication at the Global Alliance for Clean Cookstoves
Co-authors: Madeline Kiefer, Program Associate, Behavior Change Communication at the Global Alliance for Clean Cookstoves
Paper no. 72
[download]
10.35 – 10.50: Presentation
Session title: Saving The World Isn’t Just For The Movies: How The Scottish Government Convinced Their Citizens To Help Them Fight Climate Change
Conference track: Global climate change, environmental protection and sustainability
Paper type: Practice
Presenter: Pauline Aylesbury, Head of Strategy and Insight, Scottish Government
Author: Claire Wood, Associate Planner, The Leith Agency
Paper no. 63
[download]
10.55 – 11.10: Presentation
Session title: Go Bagless: Waste Reduction through Grasscycling Using Community Based Social Marketing
Conference track: Global climate change, environmental protection and sustainability
Paper type: Practice
Presenter: Farid Iskandar, Social Marketing Coordinator & Laura Henderson, Social Marketing Coordinator Utility Services, City Operations, City of Edmonton
Co-authors: Connie Boyce, Director, Community Relations, Utility Services, City Operations, City of Edmonton
Paper no. 144
[download]
14.55 – 15.10: Presentation
Session title: A systems approach to change littering behaviour in Saudi Arabia
Conference track: Global climate change, environmental protection and sustainability
Paper type: Student
Presenter: Joy Parkinson, Lecturer, Social Marketing @ Griffith, Griffith University, Australia
Co-authors: Yara Almosa, PhD candidate & Sharyn Rundle-Thiele, Professor, Social Marketing @ Griffith, Griffith University, Australia
Paper no. 117
[download]
10:15 – 11:30

Day 2: Breakout Session 1: Studio F - click for details

10.15 – 10.30: Presentation
Session title: Social countermarketing – advancing theory and research
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: William Bellew, Prevention Research Collaboration, Sydney School of Public Health and Charles Perkins Centre, University of Sydney
Co-authors: James Kite, Becky Freeman, Adrian Bauman, Prevention Research Collaboration, Sydney School of Public Health and Charles Perkins Centre, University of Sydney
Paper no. 45
[download]
10.35 – 10.50: Presentation
Session title: Getting Behavioral Determinants Right: Quantitative Measures Check Strategic Priorities in Promoting Breastfeeding in Vietnam
Conference track: Advancing theory, research and technology in social marketing
Paper type: Practice
Presenter: Ann B. Jimerson, Senior Specialist in Behavior Change, Alive & Thrive, FHI 360
Co-authors: Silvia Alayón, Nutrition and Monitoring Advisor, Alive & Thrive, Save the Children; Danielle Naugle, Research & Evaluation Officer, Johns Hopkins Center for Communication Programs
Paper no. 74
[download]
10.55 – 11.10: Presentation
Session title: Social Marketing Tools Interpreted Through a Behavior Model Lens
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: Jay Kassirer, Cullbridge Marketing and Communications
Co-authors: Robert E. Rowell, Betterment Unlimited
Paper no. 130
[download]
11.15 – 11.30: Presentation
Session title: Emergency Alternatives – Successfully Increasing appropriate use of After-Hours Health Services in Brisbane, Australia
Conference track: Advancing theory, research and technology in social marketing
Paper type: Practice
Presenter: Martin Milne, Executive Manager Commissioning and Communications, Brisbane North PHN
Co-authors: Russ Vine, Managing Director, Ogilvy Australia; Anna Hellinger, Snr Account Manager, Ogilvy Australia
Paper no. 154
[download]
11:30 – 12:00

Coffee & Networking

12:00 – 13:00

Day 2: Breakout Session 2: Ballroom - click for details

12.00 – 13.00: PANEL SESSION
Fighting for Good: How International Militaries Drive Positive Social Change
Militaries are often known for their destructive power, but military organizations around the world are driving positive social change inside and outside their ranks. This panel will explore powerful examples from promoting cultural acceptance in Bosnia to driving energy efficiency and environmental awareness in the United States, and encouraging improved health in Australia.
Session Chair: Darrin Kayser, Lead Associate, Booz Allen Hamilton
Panellists:
  • Professor Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith
    [download]
  • James Caley, Director of Operational Energy, Department of the Navy
    [download]
  • Final panellist to be confirmed.
    [download]
12:00 – 13:00

Day 2: Breakout Session 2: Salon 1- click for details

12.00 – 12.15: Presentation
Session title: Using Mobile Phones to Empower “Smart Clients”: Entertainment/Education Improves Family Planning Seeking Behavior among Couples
Conference track: Digital impact on government policy
Paper type: Academic
Presenter: Allison Mobley, Senior Program Officer, Johns Hopkins Center for Communication Programs
Co-authors: Caitlin Loehr, Program Officer, Johns Hopkins Center for Communication Programs
Paper no. 132
[download]
12.20 – 12.35: Presentation
Session title: A framework for citizen experience
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: Hamilton Coimbra Carvalho, PhD Candidate, University of São Paulo
Co-authors: José Afonso Mazzon, Full professor, University of São Paulo
Paper no. 16
[download]
12.40 – 12.55: Presentation
Session title: Challenging the myths of the low income earner with a Digital Mobile Program: Reduce Your Juice
Conference track: Digital impact on government policy
Paper type: Academic
Presenter: Rebekah Russell-Bennett, Queensland University of Technology (QUT)
Co-authors: Rory Mulcahy, University of Sunshine Coast; Ryan McAndrew, QUT; Tim Swinton, CitySmart (Brisbane City Council’s Sustainability Unit); Jo-Anne Little, CitySmart; Neil Horrocks, CitySmart
Paper no. 160
[download]
12:00 – 13:00

Day 2: Breakout Session 2: Salon 2 - click for details

12.00 – 12.15: Presentation
Session title: The role of Social Marketing in Increasing Access to, and Utilization of Family Planning Services among Young Adolescents and Youths in Uganda
Conference track: Interdisciplinary and cross sector action to influence behaviour for social good
Paper type: Practice
Presenter: Dr Samuel Moses Okello, Head Clinical Services, Uganda Health Marketing Group (UHMG)
Co-authors: Paul Okalo, Senior Advisor Monitoring, Evaluation and Learning, UHMG; Denis Ahairwe, Chief of Party, UHMG.
Paper no. 62
[download]
12.20 – 12.35: Presentation
Session title: HPV Vaccine Is Cancer Prevention: Increasing Vaccine Acceptance Among Providers and Parents
Conference track: Reducing global communicable disease through behavioural influence
Paper type: Practice
Presenters: Christina M. Nicols, Senior Vice President and Director of Planning, Research and Evaluation, Hager Sharp; Katherine Nicol, Vice President, Hager Sharp; Cecily Naron, Account Supervisor, Hager Sharp
Paper no. 112
[download]
12.40 – 12.55: Presentation
Session title: The future of Indonesian tobacco children: Implications for tobacco control policy
Conference track: Promoting global health and wellbeing
Paper type: Academic
Presenter: Dr Nathalia C. Tjandra, Lecturer in Marketing, Edinburgh Napier University
Co-authors: Dr Lukman Aroean, University of East Anglia, Dr Yayi S. Prabandari, University of Gadjah Mada
12:00 – 13:00

Day 2: Breakout Session 2: Studio A - click for details

12.00 – 12.30: Presentation
Session title: Engaging Private Sector Non-Graduate Medical Practitioners in the Public Health Program using Social Marketing Approach
Conference track: Advancing theory, research and technology in social marketing
Paper type: Practice
Presenter: Toslim Uddin Khan, General Manager, Program, Social Marketing Company & Mr. Md. Ali Reza Khan, Managing Director, SMC Enterprise
Co-authors: Salah Uddin Ahmed, Head of Training and Service Delivery, Social Marketing Company, Md. Mosarouf Hossain, Deputy Manager, Blue Star Program, Social Marketing Company
Paper no. 47
[download]
12:00 – 13:00

Day 2: Breakout Session 2: Studio B - click for details

12.00 – 12.30: SPECIAL SESSION
Perfecting Promotion: Research Findings on What Works & What Doesn’t in Advertising
Facilitators: Connor Lynch and Tyler Janzen
Promotion is a critical component of Social Marketing programs. While we often focus on the additional components necessary in a complete Social Marketing strategy, we may be overlooking the efficacy of the promotions used to support these programs. Presenters will share findings from over 100 focus groups with teens and young adults on the characteristics of effective and ineffective Social Marketing promotions.
[download]
12:00 – 13:00

Day 2: Breakout Session 2: Studio D - click for details

12.00 – 12.40: WORKSHOP
Session title: Join a mini development sprint: Transforming who controls health care at the end of life
There are many things we lose as we grow older. Control over our healthcare should not be one of them. In this session, participants take part in a short development sprint to inform the dissemination and adoption of two products aimed at empowering patients at the end of life. After $1.5 million of research and prototyping with patients, doctors, caregivers and families, the two patient empowerment products are developed and ready. The challenge now: Embedding these products in the health care system. Join this 40-minute interactive session not just to listen, but to be a part of a development sprint that produces possible solutions.
Conference track: Developmental / Experiential
Facilitators: Peter Mitchell, Chairman and CEO, Salter>Mitchell | Marketing for Change; Meisha Thigpen, Associate Creative Director, Salter>Mitchell | Marketing for Change
Paper no. 189
12:00 – 13:00

Day 2: Breakout Session 2: Studio E - click for details

12.00 – 13.00: PANEL SESSION
Climate change, clean energy & energy conservation: Social marketing for our climate
This session will present several key ideas, and illustrate with several innovative programs, all intended to reduce consumption of fossil fuels and/or help target audiences better understand and act on climate risks.
Chaired by: Ed Maibach, George Mason Univ. Center for Climate Change Communication
Speakers:
  • Doug McKenzie-Mohr, McKenzie-Mohr Associates
    [download]
  • June Flora, Solutions Science Lab, Department of Pediatrics, Stanford University
  • Midori Aoyagi, National Institute for Environmental Studies, Japan
    [download]
12:00 – 13:00

Day 2: Breakout Session 2: Studio F - click for details

12.00 – 12.15: Presentation
Session title: Co-creation in a Social Marketing Smokefree Programme. A Service Systems Perspective
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: Dr Nadina Luca, Assistant Professor in Marketing, University of York
Co-authors: Professor Sally Hibbert, Nottingham University Business School; Professor Ruth McDonald, Manchester Business School
Paper no. 34
[download]
12.20 – 12.55: Presentation
Session title: Tobacco Free Florida: Engaging Floridians with Online Communities and Local Policy Efforts
Conference track: Digital impact on government policy
Paper type: Developmental / Experiential
Presenters: Kimberley Collins, Executive Director, Golin; Naylet Aguayo, Director, Golin; Jennifer Thompson, Manager, Golin
Co-authors: Lacoadia Burkes,  Marketing Manager, FL Dept. of Health/Tobacco Free Florida; Elizabeth McCarthy, Account Director, Alma DDB
Paper no. 142 & 155
13:00 – 14:00

Lunch, Networking & Mentoring Session - click for details

Introducing the World Social Marketing Conference’s first-ever speed mentoring session
The power of mentorship is undeniable and as the mission of WSMC is to act as a vehicle to help build a global movement dedicated to capturing, spreading and nurturing good practice in Social Marketing, the 2017 conference will see the launch of the first speed-mentoring session hosted by Melissa K Blair.
Modeled after speed dating, speed mentoring is a concept that focuses on quick-hit information and time-efficient networking through a series of short, focused conversations about specific questions or topics.
At the WSMC speed-mentoring session, new social marketing professionals (Less than 7 years of social marketing experience) will have the opportunity to participate in three separate discussions with up to three seasoned social marketing professionals (7+ years of social marketing experience). Mentors and mentees will meet for 10‐minute time slots each in a round robin model.
There will be two separate tracks for practitioners and academics to ensure that participants are able to connect with those directly in their preferred area of social marketing. If a new professional would like to meet with both practitioner and academic mentors – this can be arranged.
Invite to Mentors
Did you have a mentor who made all the difference when you were starting out in social marketing?
Ever wish you could “pay it forward” by supporting new social marketers? Come join us to explore the power of mentoring!
From this speed-mentoring session you will be able to:
  • Share and impart your wisdom, thinking and ideas
  • Meet and foster the next generation of social marketers creating growth and sustainability in the field
  • Increase your personal networks and the potential to meet candidates for jobs, research, projects etc.
  • Learn and grow in new and diverse areas by learning from the Mentees
If you’re interested in participating as a mentor, please RSVP for this session by contacting Melissa Blair at blair.melissak@gmail.com
Invite to Mentees:
Are you relatively new to the world of social marketing? Are you looking to answer some questions about the field or seeking advice on getting ahead in the industry?
This speed-mentoring session is a terrific opportunity for new social marketing professionals to seek guidance, knowledge, and wisdom from mentors who have “been there and done that.”
From this session you will be able to:
  • Learn from leading industry experts
  • Navigation skills for the complex social marketing field and environment
  • Increase to the personal networks with the potential for job, research or project outcomes
  • Share wisdom, knowledge and understandings with the Mentor
If you’re interested in participating as a mentee, please RSVP for this session by contacting Melissa Blair at blair.melissak@gmail.com
14:00 – 15:00

Plenary session - "Digital is the answer, what was the question?" - click for details

14.00 – 14.05: Introduction to the International Social Marketing Association (ISMA)
Winthrop Morgan, President, ISMA
14.05 – 15.00 “Digital is the answer, what was the question?”
Enjoy this fascinating panel session where a range of questions will be asked about the use of digital media and digital platforms in Social Marketing. What are the questions that should, but often are not, asked when producing digital elements of social marketing interventions?
Chair: Jeff Jordan, Rescue
Panellists: 
15:00 – 16:00

Day 2: Breakout Session 3: Ballroom - click for details

15.00 – 16.00: PANEL SESSION
Session title: Zika Domestic Readiness Campaign for the Continental United States and Puerto Rico
Conference track: Reducing global communicable disease through behavioural influence
Paper type: Practice
Paper no. 157
[download]
Zika Domestic Readiness Campaign for the Continental United States and Puerto Rico- The Centers for Disease Control and Prevention (CDC) engaged in a research-driven behavior change communications campaign to raise awareness of the risks of Zika infection and promote the use of prevention behaviors in high-risk populations. This panel will outline the research approach, execution, and overall evaluation of the campaign.
Session leaders:
  • Katherine Lyon Daniel, Associate Director for Communication, CDC
  • Selena Ramkeesoon, Vice President of Communications, Abt Associates, Inc.
  • Lynn Sokler, Senior Communication Advisor, CDC
  • Cynthia Klein, Principle Associate, Abt Associates, Inc.
15:00 – 16:00

Day 2: Breakout Session 3: Salon 1 - click for details

15.00 – 15.15: Presentation
Session title: Making India Open Defecation Free: Learnings from the Swachh Bharat Mission- Gramin Process Evaluation
Conference track: Developmental / Experiential
Presenter: Ankur Garg, Head of WASH Program, BBC Media Action (India)
Co-authors: Vinti Agrawal, Sr. Research Manager, BBC Media Action (India) Limited, Ashutosh Awasthi, Research Manager, BBC Media Action (India) Limited, and Animesh Sharma, Sr. Research Officer, BBC Media Action (India) Limited
Paper no. 178
[download]
15.20 – 16.00: Presentation and Q&A
Session title: Tips From Former Smokers™ (Tips ™) Campaign Case Study and Social Marketing Strategic Planning Workshop
Conference track: Promoting global health and wellbeing
Paper type: Practice
Facilitators:
Diane Beistle, Chief, Health Communications Branch, Office on Smoking and Health, National Center for Chronic Disease Prevention and Health Promotion, CDC
Carol S. Haney, Senior Research and Data Scientist, Qualtrics
Wendy Moniz, EVP, Campaign Management and Business Development, PlowShare Group
Karen K. Gutierrez, Social Marketing Consultant
Paper no. 113
15:00 – 16:00

Day 2: Breakout Session 3: Salon 2 - click for details

15.00 – 15.15: Presentation
Session title: Influence of online and offline engagement on behavioral outcomes in a social marketing e-intervention
Conference track: Promoting global health and wellbeing
Paper type: Student
Presenter: Natalie Rangelov, Doctoral Student and Research Assistant, BeCHANGE Research Group, Institute for Public Communication, Universitá della Svizzera italiana
Paper no. 124
15.20 – 15.35: Presentation
Session title: Outdoor Advertising and Daily Journeys to School: a Social Marketing Approach to Regulation
Conference track: Promoting global health and wellbeing
Paper type: Student
Presenter: Georgiana Avram, PhD student, Horizon Centre for Digital Economy, University of Nottingham
Co-authors: Dr Robert Cluley & Dr James Goulding, University of Nottingham
Paper no. 123
[download]
15.40 – 15.55: Presentation
Session title: Zizekian Psychoanalysis: a New Benchmark for Promoting Wellbeing
Conference track: Promoting global health and wellbeing
Paper type: Academic
Presenter: Georgiana Avram, PhD student, Horizon Centre for Digital Economy, University of Nottingham
Co-authors: Dr Fatma Mekki > Université de Carthage / IAE Lille
Paper no. 111
[download]
15:00 – 16:00

Day 2: Breakout Session 3: Studio A - click for details

15.00 – 15.15: Presentation
Session title: Segmentation and Targeting in Social Services: Addressing and Preventing the Issue of Cream-off Effect with Interest/Power/ Level of Social Exclusion Matrix (IPSE Matrix)
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenters: Romana Zidar, PhD, Programme Officer, UNICEF Refugee and Migrant Response Slovenia & Tanja Kamin, PhD, Senior Lecturer, Faculty of Social Sciences, University of Ljubljana, Slovenia
Paper no. 110
[download]
15.20 – 15.35: Presentation
Session title: Self-Directed Social Marketing: An Exploration
Conference track: Advancing theory, research and technology in social marketing
Paper type: Student
Presenter: Mansour Omeira, PhD Candidate in Management, University of Neuchâtel
Co-authors:  Valéry Bezençon, Professor of Marketing, University of NeuchâtelMansour Omeira, PhD Candidate in Management, University of Neuchâtel (presenter) Valéry Bezençon, Professor of Marketing, University of Neuchâtel
Paper no. 128
[download]
15.40 – 15.55: Presentation
Session title: Applying Conjoint Analysis to Social Marketing: A Novel Approach to Message Design
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: Lindsay J. Della, Ph.D., Associate Professor, Department of Communication, University of Louisville
Co-authors: Margaret U. D’Silva, Ph.D., Professor, Department of Communication, Siobhan E. Smith, Ph.D., Associate Professor, Department of Communication, Latrica Best, Ph.D., Associate Professor, Pan-African Studies Department, Theresa Rajack-Talley, Ph.D., Associate Dean, International, Diversity, & Engagement Programs, Keneka L. Cheatham, Administrative Assistant, Department of Communication, University of Louisville; Quaniqua Carthan, MSSW, Coordinator, Safe and Healthy Neighborhoods, Louisville Metro Government
Paper no. 139
[download]
15:00 – 16:00

Day 2: Breakout Session 3: Studio B - click for details

15.00 – 16.00: PANEL SESSION
Cookstoves: Using Social Marketing to Build a Product Category
Despite proven impact in other sectors, the use of social marketing and behavior change communication are relatively underdeveloped in the clean cooking sector.  Nonetheless, social marketing approaches would seem to lend themselves well to the challenges in clean cooking:  increased cookstove purchase and use requires a consumer-centric approach that ensures that user-friendly, high-performing stoves and fuels are available and accessible, and that consumers are motivated to access and pay for them, presumably driven by an understanding of the benefits of using cleaner and more efficient cookstoves instead of traditional cooking methods.
Session Leaders
  • Julie Ipe, Senior Manager for Market Insight and Behavior Change, Global Alliance for Clean Cookstoves
  • Fiona Lambe, Research Fellow, Stockholm Environment Institute
  • Nick Goodwin, Director, Tulodo
[download]
15:00 – 16:00

Day 2: Breakout Session 3: Studio D - click for details

15.00 – 15.15: Presentation
Session title: Strategies Used to Develop the First National Multicultural Teen Tobacco Prevention Campaign
Conference track: Developmental / Experiential
Presenters: Connor Lynch, Vice President of Client Services – Rescue | The Behavior Change Agency
Ashley Smith, This Free Life Campaign Manager – FDA, Center for Tobacco Products
Paper no. 190
[download]
15.20 – 15.35: Presentation
Session title: Common Challenges of Social Marketing in a Commercial Marketing World
Conference track: Developmental / Experiential
Presenters: Michelle Bellon, Sr. Director of Integration Marketing Strategies – Rescue | The Behavior Change Agency
Jeff Jordan, President – Rescue | The Behavior Change Agency
Paper no. 195
[download]
15.40 – 15.55: Presentation
Session title: Applying Social Marketing Principles to Policy Change
Conference track: Developmental / Experiential
Presenter: Megan Flynn, Director of Youth Engagement & Policy – Rescue | The Behavior Change Agency
Paper no. 196
[download]
15:00 – 16:00

Day 2: Breakout Session 3: Studio E - click for details

15.00 – 15.15: Presentation
Session title: Awareness Day: an observance to educate the public about the importance of children’s mental health and transforming systems for providing mental health services to children and youth.
Conference track: Developmental / Experiential
Presenters: Lisa Rubenstein, Public Health Advisor, Division of Service and Systems Improvement (DSSI), Center for Mental Health Services, Substance Abuse and Mental Health Services Administration & Stephanie Dukes, Project Director, Caring for Every Child’s Mental Health Campaign, Vanguard Communications
Paper no. 186
[download]
15.20 – 16.00: WORKSHOP
Session title: When social marketing campaigns fall short: A discussion of lessons Learned.
Conference track: Developmental / Experiential
Presenter: Dr. Jennifer Lynes, Associate Professor, University of Waterloo & Julie Cook, PhD Candidate, University of Waterloo
Paper no. 204

[download]

15:00 – 16:00

Day 2: Breakout Session 3: Studio F - click for details

15.00 – 15.15: Presentation
Session title: In the Moment: Using Innovative Mobile Technology to Uncover Breastfeeding Insights
Conference track: Advancing theory, research and technology in social marketing
Paper type: Academic
Presenter: Roshni Devchand, Associate Director, Strategic Planning & Research, Hager Sharp
Co-authors: Elizabeth Osborn, Vice President, Hager Sharp; Darcy Sawatzki, Senior Vice President, Hager Sharp
Paper no. 80
[download]
15.20 – 15.35: Presentation
Session title: Applying Social Marketing Formative Research to Complex/Wicked Problems: the case of human trafficking in Nigeria
Conference track: Advancing theory, research and technology in social marketing
Paper type: Student
Presenter: Abi Badejo, Research Fellow, Social Marketing @ Griffith, Griffith University, Brisbane Australia
Co-authors: Professor Sharyn Rundle-Thiele, Director; Krzysztof Kubacki, Social Marketing @ Griffith; Timo Dietrich, Social Marketing @ Griffith, Griffith Business School, Griffith University
Paper no. 156
[download]
15.40 – 15.55: Presentation
Session title:
Conference track: Advancing theory, research and technology in social marketing
Paper type: Student
Presenter: Patricia Tavares,  PhD Candidate, Social Marketing @ Griffith, Griffith Business School, Griffith University
Co-authors: Dr. Joy Parkinson, Lecturer, Social Marketing; Professor Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith, Griffith Business School, Griffith University
Paper no. 159
[download]
16:00 – 16:30

Coffee & Networking

16:30 – 17:15

The Collaboratory Voice of the Conference

The Collaboratory Voice of the Conference
Method:
Data Driven Dynamic Interactive Evaluation & Social Learning (DDDIESL) Plenary Session.
Focus:
This session will be a facilitated opportunity to share your ideas and key takeaway points from the conference. The session will be built around polling data from delegates about the big issues and key learnings from the conference and live delegate input.
Approach:
  • A Panel consisting of: Craig Lefebvre, Hamilton Carvalho, Tracey Bridges and one other will present and comment on delegate polling data gathered during the conference via the conference app and twitter about the big issues, questions and learnings.
  • The panel will invite comment from delegates and there will be an open mic for delegates to make points, ask questions of the panel and delegates and suggest courses of action.
  • The big issues discussed will be recorded and simultaneously published via the conference app and on screen display.
Summing up & thanks
Professor Jeff French, Conferene Chair, CEO Strategic Social Marketing

Thursday 18th May

09:00 – 17:00

Post-workshop: Fostering Sustainable and Healthy Behaviour through Community-Based Social Marketing - click for details

Doug McKenzie-Mohr

Full Day post-workshop 18th May 2017
9 am – 5 pm

Title:
Fostering Sustainable and Healthy Behaviour through Community-Based Social Marketing

Download the full workshop description and facilitator biography here.

Session facilitators:
Dr. Doug McKenzie-Mohr

Session content overview:
This one-day workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable and healthy behaviour. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers, developing strategies, conducting pilots, and broad scale implementation) and be exposed to numerous case studies illustrating its use. As such, this workshop provides an in-depth exposure to community-based social marketing and provides participants with the knowledge they need to

Places at the session are limited to 50.

09:00 – 13:00

Post-workshop: How to use service design to develop a social marketing intervention - click for details

Rebekah Russell-Bennett

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Half Day post-workshop 18 May 2017 9 am – 1pm

Video introductionwatch it here!

Title: How to use service design to develop a social marketing intervention.

Session facilitator: Professor Rebekah Russell-Bennett Download the full workshop description and facilitator biography here.

Intended Audience: This workshop does not require any social marketing experience and is applicable to anyone interested in using innovative marketing techniques to achieve social good.

Session content overview: This session will be an interactive workshop that demonstrates how design-thinking can be applied to develop social marketing campaigns, programs and interventions. Service design is an interdisciplinary approach to solve a problem, a new way of thinking and a set of evolving tools and techniques that can be applied to industries such as energy, safety, transportation, healthcare and education. Service design is user-centred, co-creative, sequenced, evidenced and holistic with an ability to provide solutions and experiences. Importantly service design can be harnessed for social impact. Using an iterative process and a combination of tools this project will establish new target markets for the widening participation agenda based on cohort personas. The session will explain service design and illustrate the benefits of the approach with case studies. Workshop participants will then engage in developing creative ideas for a hypothetical organisation and social problem to experience the process of service design. Methodology: The workshop will include a short presentation key techniques and information points. The session will also engage those attending in an interactive exercise to illustrate key learning points. The workshop will equip participants to:

  • Understand the service design approach to developing innovative solutions for social marketing programs
  • Implement service design techniques in their own organizations

Places at the session are limited to 50.