World Social Marketing Conference 2025
Catalysts for Change: Uniting Global Efforts to Shape a Better Future
CORE PROGRAMME LIVE
We're pleased to announce the core programme timings for WSMC 2025 across the entire week of the 9th World Social Marketing Conference.
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 > 1 PM
MAIN CONFERENCE BEGINS
12.00 - 1.00 > LUNCH & NETWORKING
1.00 - 2.15 > OPENING PLENARY SESSION
WELCOME & OPENING ADDRESS
Dr. Carla Rodríguez Sánchez, Associate Professor of Marketing, University of Alicante, ESMA & iSMA Board Member
Franco Sancho Esper, Associate Professor at the University of Alicante
OPENING KEYNOTE
Reflections and Revelations – The Change We Make
R. Craig Lefebvre is one of the founding voices of modern social marketing—an architect of ideas and action whose work continues to inspire and shape the global field. In this thought-provoking keynote, Craig will offer a powerful reflection on the evolution of social marketing and what it truly means to be a changemaker today.
Drawing on decades of experience at the intersection of behavioural science, systems thinking, and social innovation, Craig invites us to examine not only the outcomes we seek, but also the methods and mindsets we bring to the work. With insight, humility, and a critical lens, he’ll challenge us to consider: How are we changing ourselves as we try to change the world?
Expect a keynote that blends strategy with storytelling, legacy with foresight, and reflection with a renewed call to action. Whether you’re a seasoned practitioner or just stepping into the space, this session promises to reconnect you with the deeper purpose and transformative potential of social marketing.
R. Craig Lefebvre, Chief Maven, socialShift
2.15 - 2.45 > COFFEE & NETWORKING
2.45 - 4.30 > BREAKOUT SESSIONS
A diverse selection of breakout sessions will run concurrently across seven 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.
HEALING Session with Craig Lefebvre
This session explores the HEALing Communities Study—a major initiative aimed at reducing opioid overdose deaths through a blend of evidence-based interventions and community-led action. Learn how strategies like naloxone distribution and MOUD are being combined with local marketing efforts to drive change, reduce stigma, and save lives. With insights into coalition engagement, programme design, and national-scale delivery, this session offers a replicable model for addressing complex public health challenges through a social marketing lens.
Uniting Global Efforts for the Advancement of Social Marketing PART 1
20-Minute Pitch Session
What would it take to build stronger, more impactful global collaborations in social marketing? This fast-paced pitch session sets the stage for collective thinking and action. You’ll hear a series of short, sharp ideas from speakers who have worked across borders, disciplines, and sectors to advance social marketing at scale.
Expect to be inspired—and invited to contribute. This session is your chance to explore the possibilities of international cooperation and help shape the agenda for deeper discussion in Part 2.
The Changing Landscape of Social Marketing in Higher Education
4.45 - 5.45 > 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
5.45 - 8.00 > DRINKS RECEPTION
Join us for an evening of drinks and snacks at the Networking 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
8.30 - 9.45 > MORNING PLENARY
WELCOME FROM ISMA
Prof. Jeff French, iSMA President, CEO of Strategic Social Marketing, Emeritus Professor at Kings College London, and Brighton University
KEYNOTE
SPEAKER TBC
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
9.45 - 10.00 > COFFEE BREAK
10.00 - 12.00 > 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.
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, value, and creative power the arts bring to social marketing practice. From arts-in-health research to brand storytelling, this session invites a reimagining of strategy and partnerships. Learn why creativity isn’t just decoration—it’s a transformative tool for innovation, engagement, and social impact. Whether you’re a sceptic or a seasoned supporter, this session will challenge assumptions and inspire action.
12.00 - 1.00 > LUNCH & NETWORKING
1.00 - 2.30 > BREAKOUT SESSIONS
A diverse selection of breakout sessions will run concurrently across seven rooms.
2.30 - 3.00 > COFFEE BREAK
3.00 - 4.30 > BREAKOUT SESSIONS
A diverse selection of breakout sessions will run concurrently across seven rooms.
6.00 - 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. A truly memorable setting to connect, celebrate, and unwind.
7 NOVEMBER
CONFERENCE DAY 3
8.30 - 9.45 > MORNING PLENARY
KEYNOTE
SPEAKER TBC
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
9.45 - 10.15 > COFFEE & NETWORKING
10.15 - 12.00 > PARALELL SESSIONS
A diverse selection of breakout sessions will run concurrently across seven rooms. Including...
Uniting Global Efforts for the Advancement of Social Marketing – Part 2
45-Minute Discussion Session
Building on the momentum of Part 1, this interactive session opens the floor for a deeper dive into the realities of global collaboration in social marketing. Through open discussion and shared problem-solving, we’ll explore how to initiate and manage cross-border partnerships, navigate challenges like time zones and funding constraints, and blend local knowledge with global strategy.
Whether you’re a seasoned collaborator or just starting out, join us to exchange ideas, share experiences, and help co-create a more connected, global future for social marketing.
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
Enabling Change: Reflections and Pathways Forward
As we wrap up the 9th World Social Marketing Conference, this final plenary session provides an open mic space for attendees to share reflections, insights, and ideas inspired by the event.
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