World Social Marketing Conference 2025
Catalysts for Change: Uniting Global Efforts to Shape a Better Future
FULL PARALLEL SESSION TIMINGS LIVE
The final programme timings for WSMC 2025 across the entire week of the 9th World Social Marketing Conference are available below.
To view the timings of all parallel session use the online schedule tool embeded below.
POSTER INDEX
Check out the list below to see the full roster of posters making up the display area at this year's event.
POSTER No. | TITLE |
1 | Co-Designing Consumer Acceptance: Innovative Packaging Solutions for Edible Insect |
2 | Rainbow Cause related Marketing: Washing or not Washing |
3 | Reframing Moderation: ABI’s Smart Drinking Strategy |
4 | Climate-friendly food knowledge as a lever for social marketing interventions |
5 | Innovative Rhino Horn Demand Reduction Initiative Combining Art with Science |
6 | Snack with cats. Filling a bowl will make you happy! |
7 | What do we feel when we're asked to save water? |
8 | “Breathe Better” air pollution education and awareness campaign |
9 | "Feed Your Way” - a behavioural approach to breastfeeding support |
10 | "It’s Well Worth It” scalable smoking cessation behaviour change campaign |
11 | "OK to Ask?" campaign - tackling youth produced sexual imagery |
12 | Behavioural insights for early detection and prevention of kidney disease |
13 | Increasing uptake of Pre-exposure prophylaxis (PrEP) |
14 | Can Scopus AI help to understand e-cigarette experimentation? |
15 | A proposal to understand the perception of trying insect-based food |
16 | Here’s to Change: positive changes to adults’ drinking in Ireland |
17 | Insights from a digital public awareness campaign focused on alcohol |
18 | Understanding young adults’ drinking practices and experiences with alcohol |
19 | Sex in the City - Pack in plastic. Be fantastic! |
20 | Social Marketing for Food Justice: The Fix My Food Movement |
21 | Social marketing & electronic cigarettes: smoking is not cool! |
22 | “Pause & Pledge Card”: Reducing Procrastination in Organ Donation Decisions |
23 | Strengthening Turkish SMEs' Performance through Neuromarketing and Artificial Intelligence Tools |
24 | Sublime experience as a key driver for memorable experience |
25 | Demonstrating effectiveness of transdisciplinary research through data and nonacademic authorship |
26 | Immigrant settlement in Canada: A bibliometric analysis and research opportunities |
27 | From Network to Leadership: Women Who Transform |
28 | Exploring the VIVACE brand equity model |
29 | Applying the Omnichannel Social Marketing Approach to Promote Savings |
30 | Driving Water-Saving Behaviors through Social Marketing: A Systematic Review |
31 | Revisiting The Conscious Consumption Scale: Adaptations and Updates |
32 | Bringing the Behaviour Change Wheel Into Social Marketing |
33 | Plastic Ocean: A Study of Pro-Environmental Behaviour on Brazilian Beaches |
34 | The 6-Step Core Social Marketing Planning Framework |
35 | SKY Girls: One Brand Driving Multi-Issue Change |
WSMC 2025 | CONFERENCE PROGRAMME
DELIVERING BEHAVIOUR CHANGE USING SOCIAL MARKETING
A Practical Course for Behavior Change Professionals
This globally recognized course, endorsed by the International Social Marketing Association (iSMA) and the European Social Marketing Association (ESMA), is designed to equip you with the practical skills and knowledge needed to develop and implement effective behavior change initiatives.
Whether you’re new to social marketing or looking to refine your approach, this course will introduce you to the six core concepts of Social Marketing and how to apply them to real-world challenges. You’ll learn how to:
- Set clear behavioral goals and measure success
- Segment your target audiences for maximum impact
- Conduct meaningful research to inform interventions
- Design, implement, and evaluate behavior change strategies that work
Flexible Learning Options
You can choose the learning path that best suits your needs and register for either or both days of the Winter School:
- Day One: Focuses on theory and key concepts of social marketing.
- Day Two: A hands-on workshop-style session on planning, implementing, and evaluating real-world social marketing programs and projects.
5 NOVEMBER
> 9 AM - 12.30 PM
SkILLS WORKSHOPS
Join us for a morning of immersive learning at the World Social Marketing Conference (WSMC) with our exclusive offering of two skills workshops. Delve into practical, hands-on sessions designed to empower social marketing and behavior change professionals like you.
(Seperate tickets must be purchased / attendance to the skills workshop is not included in your main conference registration fee)
Workshops Include
Understanding behavioural influence
Drawing on models of behavioural influence from psychology, anthropology, behavioural science, and social science, The BCC’s Behavioural Framework consolidates more than 83 explanatory models of behaviour.
The presenters will unpack the framework using illustrative case study examples, before participants then get an opportunity to apply the Framework to real-world social, health or environmental challenge(s).
How to Safeguard Against Disruptive Events – Building a Resilience Framework into Organisational & Community Capabilities
Disruption is now a constant—from pandemics to climate events and economic crises. This timely and thought-provoking workshop will explore how we can reframe resilience beyond the individual to build more robust, inclusive organisational and community systems.
Led by three leading voices in social marketing and behavioural science, this interactive session will challenge traditional policy narratives that shift the burden of resilience onto individuals and consumers. You’ll explore a more grounded, relational approach to resilience that integrates policy, accessibility, power structures, and community support systems.
5 NOVEMBER > 12 PM
MAIN CONFERENCE BEGINS
8.00 - 12.00 > REGISTRATION
Registration for the conference will offically open at 8 AM on Wednesday 5th Nov for those attending either of the pre-conference training workshops.
For all other conference delegates we advice arriving from 11.30 AM onward to collect your delegate badge, bag and programme.
12.00 - 1.00 > LUNCH & NETWORKING
All delegates are invited to join the conference for a networking lunch outside the main plenary hall at the University of Alicante.
1.00 - 2.15 > OPENING PLENARY SESSION
WELCOME & OPENING ADDRESS
The World Social Marketing Conference 2025 opens with a warm welcome from the hosts, the University of Alicante and the International Social Marketing Association. Delegates will be greeted by conference co-chairs Dr. Carla Rodríguez Sánchez and Dr. Franco Sancho Esper, alongside representatives from the city of Alicante and partner organisations.
Ayuda en Acción
Ayuda en Acción is a Spanish NGO working in over 20 countries to reduce poverty and inequality through education, economic empowerment, and climate resilience. Their focus on participation, equity, and sustainable change reflects WSMC 2025’s core values. Hilda V. Pérez Rodríguez will share how the organisation empowers communities to create lasting, positive social impact. Find out more about their work here.
COMMITTEE REFLECTIONS
Menna Kamel and Prof. Krzysztof Kubacki share perspectives from the conference planning committee.
DONT LOOK BACK IN ANGER, LOOK TO THE FUTURE NOW
This joint presentation by Darcy Sawatzki and Prof. Jeff French will make the case about why we need Social Marketing now more than ever before and how we can go about promoting its inclusion as a core approach to tackling the worlds complex social challenges.
2.15 - 2.45 > COFFEE & NETWORKING
2.45 - 3.45 > PLENARY
INTERACTIVE PLENARY SESSION
Ai & Social Marketing
Can AI outperform humans in designing behaviour change? This lively plenary panel will explore how artificial intelligence is being applied in social marketing—and what its real potential (and limitations) may be. Through short talks, audience interaction, and the reveal of a unique human vs. AI experiment, the session will challenge assumptions and spark ideas. Join two leading voices in the field to explore where AI fits into the future of social impact work.
Dr. Agnès Helme-Guizon
Professor, Grenoble IAE – University Grenoble Alpes | Researcher, CERAG Lab, France
Professor Sharyn Rundle-Thiele
Director, Social Marketing @ Griffith | Griffith University, Australia
Prof. Doug Evans, Milken Institute School of Public Health, The George Washington University & BRIGHT Institute
Dr. Marco Bardus, Assistant Professor in Public Health, University of Birmingham
3.45 - 4.00 > CHANGEOVER
All confreence delegates will be asked to move promptly to the locations of the first round of parallel sessions.
4.00 - 5.35 > PARALLEL SESSIONS
A diverse selection of sessions will run concurrently across eight rooms, offering a wide range of topics and formats to explore. All sessions are peer-reviewed and submitted via our open call for abstracts, which is still ongoing. Expect a vibrant mix of research, case studies, and interactive discussions—there will be something for everyone.
5.45 - 8.00 > WELCOME RECEPTION
Join us for an early evening drink and light bite at the WSMC Welcome Reception, hosted on the University campus. This is a great chance to meet other attendees, speakers, and industry leaders in a relaxed setting.
6 NOVEMBER
CONFERENCE DAY 2
9.00 - 10.00 > MORNING PLENARY
WELCOME FROM ISMA
Prof. Jeff French, iSMA President, CEO of Strategic Social Marketing, University of Brighton
Thai Health Invitation to WSMC 2027 in Bangkok
Supatnuj Sorndamrih, Senior Director of Social Marketing, ThaiHealth Promotion Foundation
KEYNOTE
From insight to impact in youth sports with social marketing research
How research becomes a catalyst for change in sport, turning insights into experiences that keep children moving. In earlier research with Sportbedrijf Rotterdam, we identified three types of sport participants, called “sport motivation profiles":
- The Achiever – focused on performance and improvement.
- The Experiencer – seeking fun, discovery, and enjoyment.
- The Socializer – motivated by social contact and being together.
When mixed in one class, these types often clash. They do not understand each other’s motives, which can lead to frustration and, especially at younger ages, even dropout. That is why we conducted deeper research into the Experiencer, and specifically the young Experiencer (children). We asked: What motivates them? What makes them drop out? And how can sport be enjoyable for them? Based on these insights, David and his team developed ZOEV: a concept for the young Experiencer that makes sport an experience rather than a performance. Now live, it shows how research can be translated into practice.
David Woutersen, DW Sportconsultancy
Tessa de Groot, Het Onderzoekshuis
KEYNOTE
Boosting: Empowering citizens with behavioral science
Behavioral public policy came to the fore with the introduction of nudging, which aims to steer behavior while maintaining freedom of choice. Responding to critiques of nudging, other behavioral policy approaches focus on empowering citizens. One such approach is boosting, a behavioral policy approach that aims to foster people's agency, self-control, and ability to make informed decisions. It is grounded in evidence from behavioral science showing that human decision making is not as notoriously flawed as the nudging approach assumes. In this talk I will introduce boosting, its key principles and highlight boosting examples from various domains (see scienceofboosting.org for more).
Stefan Herzog, Senior Researcher and head of research area "boosting decision making”, Center for Adaptive Rationality (ARC), Max Planck Institute for Human Development, Berlin
10.00 - 10.30 > COFFEE BREAK
10.30 - 12.30 > PLENARY PANEL SESSIONS
Brand positioning, personality, and execution for social marketing in the digital age
Brands and branding are essential to successful social marketing efforts. Digital technology offers powerful tools to position brands, create brand awareness and identities, and reach beneficiaries through platforms such as social media. This panel explores the role of digital technology in branding within social marketing. Presenters will discuss recent case studies, campaigns, research, and outcomes.
CHAIR
Prof. Doug Evans, Milken Institute School of Public Health, The George Washington University & BRIGHT Institute
PANEL
- Dr. Emmanuel Mogaji, Associate Professor in Marketing, Keele University, United Kingdom
- Prof. Dr. María D. De-Juan-Vigaray, Full professor. University of Alicante
- Menna Kamel, Founder of Insan Social Marketing Company, Egypt, iSMA Founding and Board Member, AfSMA Board Member and Egypt Country, Chapter Lead AS-SBC
The ART of Social Marketing
Discover how the arts can deepen the impact of behaviour change programs in this thought-provoking plenary. "The Art of Social Marketing" explores the science and creative power that the arts bring to changing perceptions, shifting norms, and mobilizing communities. Learn why the arts, a transformative tool for engagement, connection, and driving human behavior, are essential for well-being.
CHAIR
Lynda Bardfield, Vice President, Social Marketing Association of North America (SMANA); Chief Creative Officer, Creative Conscience, Adjunct Professor, Tufts University School of Medicine
PANEL
- Hollie Smith-Charles, Director, Creative Health & Change, Arts Council England
- Martin Garcia Guirado, Scene and community artist, Founder of Vostok Collective and Co-Founder of LaFANGdanga
- Stefania Vara Sanchez, Ceramist and community artist, Co-Founder of LaFANGdanga
- Nayana Rathmalgoda, BSc Veterinary Bioscience, Artist and Conservationist, Founder of The Behaviour Change Renaissance
12.30 - 1.30 > LUNCH & NETWORKING
1.30 - 3.00 > BREAKOUT SESSIONS
A diverse selection of breakout sessions will run concurrently across seven rooms.
3.00 - 3.30 > COFFEE BREAK
3.30 - 4.30 > BREAKOUT SESSIONS
A diverse selection of breakout sessions will run concurrently across seven rooms.
5.30 - 10.00 > Evening Social @ Santa Barbara Castle
SOCIAL EVENT
Join fellow delegates for an unforgettable evening of networking and entertainment at the iconic Santa Barbara Castle, one of Alicante’s most impressive historic landmarks. Set high above the city with panoramic views of the coastline, this exclusive event is open to ticket holders only and includes food, drinks, and live entertainment.
Buses will transport attendees directly from the conference venue to the base of the castle, where a dedicated lift will take guests to the summit—avoiding the uphill walk and ensuring easy access.
Upon arrival guest to the social will be taken on a guided walking tour of the Castle after grabbing a light refreshment.
Join us for a memorable setting to connect, celebrate, and unwind.
7 NOVEMBER
CONFERENCE DAY 3
8.45 - 9.30 > MORNING PLENARY
WELCOME TO DAY 3
Dr. Carla Rodríguez Sánchez & Dr. Franco Sancho Esper
KEYNOTE
Bridging the Gap: Mainstreaming Behaviour Change in Global Conservation
Despite its critical role in addressing biodiversity loss, behaviour change remains underutilised in conservation practice. This keynote, led by the IUCN SSC CEC Behaviour Change Task Force, presents findings from a global needs assessment involving 71 conservation professionals. It reveals the barriers, opportunities, and urgent need to embed behavioural science into everyday conservation efforts. Join us to explore how strategic partnerships, capacity building, and knowledge hubs can empower practitioners, overcome institutional resistance, and make behaviour change a central pillar of effective environmental protection.
Diogo Verìssimo, Research Fellow at University of Oxford, Chair IUCN SSC CEC Behaviour Change Taskforce
Edgar Ribeiro, Zoomarine Algarve - Portugal , Programme Officer - IUCN SSC CEC Behaviour Change Task Force
9.30 - 10.00 > COFFEE & NETWORKING
10.00 - 12.00 > PARALELL SESSIONS
A diverse selection of breakout sessions will run concurrently across seven rooms.
12.00 - 1.00 > LUNCH
1.00 - 3.00 > PARALELL SESSIONS
A diverse selection of breakout sessions will run concurrently across seven rooms.
3.00 - 3.30 > BREAK
3.30 - 4.30 > FINAL PLENARY
PLENARY PANEL
We can’t be selective with our empathy
Empathy lies at the heart of social marketing. Yet in a fragmented world, are we sometimes selective in how we apply it? And if so, does that undermine our practice?
In this closing plenary, Luke van der Beeke, Founder and Managing Director of The Behaviour Change Collaborative, will reflect on the role of empathy in shaping effective and ethical change programmes. He will challenge us to consider how biases and blind spots influence our work—and what it means to extend empathy more consistently and inclusively.
Luke’s talk will be followed by a conversation with members of the WSMC International Planning Committee and an open Q&A with delegates, leaving us with a renewed commitment to practising empathy without exception.
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