An event to bring together anyone working to encourage and enable positive health, social and environmental change.



Conference attendees have the opportunity to take part in a range of training workshops ahead of the event lead by social marketing experts. These sessions are exclusivley available to conference attendees and can be selected during your registration.

Presentation Skills

Half Day Workshop - 9.30 - 12.30
Workshop leader: Prof Jeff French

This session will provide a masterclass of tips and advice designed to help anyone who is new to presenting research or case studies. This workshop will provide a great opportunity for anyone who is new to giving public presentations or anyone who is looking to improve their personal presentation skills at conferences or in the workplace. 

Key Concepts of Social Marketing

Half Day Workshop - 1.00 - 5.00 PM
Workshop Leader: Sarah Cork, University of Brighton & Brilliant Futures

This session will give you a practical overview and clear translation of the main principles of Social Marketing. You might know about Social marketing, but feel the need of a bit more thorough explanation and good examples from the actual practice of Social Marketers. Giving yourself a good basis to benefit from all the coming lectures, presentations and workshops at the conference itself. 

Social Media for Behavior Change

Half Day Workshop - 1.00 - 5.00 PM
Workshop leader: Nedra Kline Weinreich

Based on the Social Media for Behavior Change (SM4BC) Toolkit, created by Nedra for the International Federation of Red Cross/Red Crescent Societies, this interactive workshop will teach you the step-by-step process of building your strategy, designing your social media communications, and engaging with your online community in a way that makes behavior change more likely. Nedra Kline Weinreich, the president and founder of Weinreich Communications, is widely recognized as an expert in the field of social marketing.

Shining a light into the black box of social marketing planning, management and evaluation

Half Day Workshop - 1.00 - 5.00 PM
Workshop Leaders: Dr Joy Parkinson & Prof Jeff French

The aim of this interactive workshop is to provide those attending with an opportunity to explore a range of social marketing planning models and evaluation approaches, and how they can be applied and managed to ensure maximum chance of intervention success, quality and efficiency (even on a shoestring budget).


All conference delegates are invited to attend the conference welcome reception which will take place in the main conference networking and poster display area. Come down and enjoy the complimentary evening of networking and refreshemtns, guests will also be invited to collect their programme and delegate badge early to miss the morning rush the following day.

Drinks and Canapes will be served for all guests from 5.30 to 7.30 PM.



8.00 - 9.00 - Registration and Morning Coffee

9.00 - 10.00 > OPENING PLENARY 

Welcome from Conference Chair - Prof Jeff French, iSMA President 

Keynote Speaker

Jeffrey Jordan - President and Founder, Rescue 

"Introducing the Intentional Equity Framework: How to Design Equitable Social Marketing Campaigns"

Nearly every public health communications campaign includes health equity as an objective. But marketing channels are fundamentally inequitable, and campaigns that are not intentionally equitable end up being unintentionally inequitable. Health communicators must approach marketing channels with an understanding of their inherent biases and implement strategies to overcome those biases to design and implement truly equitable health communications campaigns.


We will be encouraging all delegates to take this time to speak to poster authors about their work and vote for the best poster project at WSMC. 

10.45 - 12.30 > BREAKOUT SESSIONS 

During this breakout session we will host six parallel rooms of exciting conference sessions. Continue reading this page to find out more about the full range of accepted work as this continues to be updated as and when authors confirm their attendance. 

This breakout will also include two special sessions 

Social Marketing & SBC: Coming Together for Good

Reflecting our conference theme ‘TACKLING GRAND CHALLENGES: TOGETHER FOR IMPACT’ this session aims to bring together Social Marketing and SBC professionals at the World Social Marketing Conference by inviting speakers with a foot in one or both worlds. We will look at how marketing (branding/positioning) has driven a divide between us, explore our commonalities, and discuss how to better collaborate and become partners globally.

Ethics Panel and consultation on the launch of the iSMA Ethics Code of Social Marketing Practice

This session will review and explore the development of the iSMA and affiliated associations code of ethical practice for social marketing. The session will introduce participants to the six core ethical principles of the code and the process of development so far. The session will also act as the launch of a three-month consultation process on the draft code. Participant sat the event will have an opportunity to explore the principles set out in the code with the panel and suggest developments and refinements.

12.30 - 1.30 > LUNCH



Chair - Sarah Cork, University of Brighton


Sustainable Tourism | Changing Mindsets

This inspiring conversation between Marina, Judy and Sarah will place tourism, travel and environmental concerns in a behaviour change context. Like many sectors sustainable tourism is now adopting many whole systems approaches, embracing behaviour change and social change programmes to make real sustainable change at scale in many of the worlds developing nations.

Judy Kepher-Gona, Founder & Principal Consultant, Sustainable Travel & Tourism Agenda - STTA, Kenya

Marina Novelli, Professor of Tourism and International Development, University of Brighton


During this breakout session we will host six parallel rooms of exciting conference sessions. Continue reading this page to find out more about the full range of accepted work as this continues to be updated as and when authors confirm their attendance. 

This breakout will also include two special sessions 

"The 2022 iSMA Social Marketing Standards Setting Process: Final steps” 

The aim of this interactive workshop will be to look at how we have unpacked Social Marketing. Over the past 6 months we have been working on iSMA standards. To do this we have unpacked key functions, knowledge and skills in our profession. In this session we will take a look at:

  • What does a Social Marketer do? 
  • What are the elements of effective Social Marketing practice?
  • What are the types of training Social Marketers might need?

The Social Marketing Standards will provide a framework which makes clear the knowledge, practice, and skills required to be a Social Marketer."

Confirmed presenters: Sharyn Rundle-Thiele & Anna Kitunen

Open Mic Enthuse-athon: 3-minute research and practice presentations to ignite curiosity and discussion

This session will give participants the chance to share and hear about early-stage research or projects covering a range of disciplines, topics and methodologies. An action-packed session similar to a three-minute thesis pitch.  The session will feature a number of short “Why I am excited about my research / project” presentations (This will be strictly managed to a three-minute timeframe, with no more than one PowerPoint slide and should include:

What you’re doing
Why you’re doing it
How you’re doing it
What difference you want it to make…

4.45 - 5.30 > TOGETHER PANEL

Join members of the planning committee and other speakers as they reflect on the first day of the conference, discuss their insights and open discussion up to the audience to give their views on what has inspired them.



9.00 - 10.00 > MORNING PLENARY


Leaning on our theme of ‘TACKLING GRAND CHALLENGES: TOGETHER FOR IMPACT’ this session aims to inspire everyone at the World Social Marketing Conference by inviting speakers to share revelations and moments of inspiration. With grand challenges all around us we hope to provide insights, lessons learned and new ideas to our fellow behaviour change professionals. Session speakers include; 

  • John Drummond, self identifies as ‘a utopian pragmatist’
    Actual title: Chair, Corporate Culture; REVELATION: Humans share common motives. If we can identify them, we can tackle some of our most challenging problems.

  • Gael O’Sullivan, self identifies as a stubborn (passionate), redheaded, Irish woman
    Actual title: Director Social and Behavior Change, Kantar Public/Professor Georgetown; REVELATION: Don’t assume that you know the problem or solution. (TITLE: A Story about elephants & mosquitoes)

  • Doug Evans, self-identifies as a recovering psychologist
    Actual title: Dr. William Douglas Evans, Professor George Washington University; REVELATION: Good branding works better

  • Mahmooda Pasha, self identifies as an academic rebel
    Actual title: Dr. Pasha, Associate Professor of Social Marketing, University of South Florida; REVELATION: Information can change behavior.

  • Cal Bruns, self-identifies as an ad world refugee and senior surfer who’s passionate about empathy
    Actual title:CEO, Chief Creative Incubationist, Matchboxology; REVELATION: Humility pays.

10.15 - 11.30 > BREAKOUT SESSIONS

During this breakout session we will host six parallel rooms of exciting conference sessions. Continue reading this page to find out more about the full range of accepted work as this continues to be updated as and when authors confirm their attendance. 

This breakout will also include two special sessions 

New insights into motivation theory and practice

What motivates humans to act? There’s been a great deal of attention to our biases over the last 15 years. We even have a cognitive bias codex identifying over 190 biases. There is no similar analysis of the main motivators that persuade people to act. Over the last few years, I’ve identified over 50 motivators that are commonly used to motivate behaviour change. They seem to group into nine nexus around areas like meaning, identity, social connection and power. In this session, we’ll explore progress to date in a draft new report on motivation theory and practice including an outline motivational codex, example profiles of each motivator, emerging nexuses and how to prioritise motivators to accelerate changes to specific behaviours.

Social Marketing (SM) Education: Challenges & Solutions

With the growing number of grand challenges faced by the world and the need to entrench SM principles and practices into communities to deal with these, the need for effective SM education increases.  While some countries offer numerous general and specific options to SM students and practitioners, in other regions, there is far less to choose from. This panel aims to discuss the extent of SM education, its ‘place’ in educational programmes and some reflections on content and pedagogy challenges and solutions from both academic and practitioner perspectives.

11.30 - 12.30 > MID-MORNING PLENARY


We invite all attendees to join what will be an entertaining and engaging plenary session where we invite two generations of behaviour change professionals to share their experiences and discuss the future of creating positive social change. Is there something you wish you'd known when you began your behaviour change journey? Is there something you'd love to ask a seasoned professional who's seen it all before? What challenges face the new generation and do the old guard even understand the feelings of those coming into the field? This session aims to answer it all and more! 

12.30 - 1.30 > LUNCH




Prof. Sayantan Ghosal, Adam Smith Business School, University of Glasgow

Sayantan will be bring a new perspective to social change through economics and will present his inspiring and pioneering work in Kolkata addressing inequalities, stigma and self-image of sex workers. 


Citizen-centred communication - building effective campaigns that tackle disinformation, build trust in HMG messaging and trigger behaviour change

Catherine Hunt, Head of Insight and Evaluation, Cabinet Office

Claire Pimm, Director of National Resilience, Cabinet Office

Drawing on our experiences on Covid-19 (specifically vaccines) and the current Russia-Ukraine conflict as well as the principles that underpin trustworthy communication, we'll show how we've been able to build an effective HMG response to previous public health crises and the lessons that we will be taking forwards to tackle emerging domestic challenges arising from the conflict.




During this breakout session we will host six parallel rooms of exciting conference sessions. Continue reading this page to find out more about the full range of accepted work as this continues to be updated as and when authors confirm their attendance. 


Join the conference organising committee, speakers and other participants and they host an open discussion and feedback session for sum-up the event. Put your views forward for the next event, share what you've learned or what opportunities have been missed. 

This session will also play host the conference award presentations where the best submissions from each conference category will be celebrated. 

Submission NumberSession TitleSession SummaryOrganisationCountry
1A New Encyclopaedia of Social MarketingThis presentation is about introducing the new Encyclopaedia of social marketing to the conference participants and seeking to involve them in this work.London Metropolitan UniversityUK
2How can a food app help to improve vulnerable households’ healthy food consumption?Our pilot study aims to identify the roles of the use of a French food app, Yuka, by 21 deprived families in improving their food practices and literacy. Based on qualitative data, our findings suggest that using a food app may enhance food literacy of modest and vulnerable consumers.AgroParisTechFrance
3Changing Needs and Wants of Ageing Consumers Transitioning across Life-stagesAgeing people are treated as homogenous segment whhich inhibits the ability of industry, government and society to contribute to the quality of life of older consumers. Consumers' lived experience reveals distinct stages of ageing life where needs and demands are  evolves across life-stages. Researchers developed three propositions based on the result- ‘aging consumers matter’, ‘ageing consumers are identifiable’ and ‘ageing consumers' needs are heterogeneous due to their needs transition overtime’.Curtin UniversityAustralia
4Using mobile digital games to increase support for nature conservationMobile digital games are able to reach large audiences worldwide but have been unexplored in many areas aiming to driving societal good, including biodiversity conservation. In this talk I will explore how On the Edge Conservation, a UK-based Environmental charity used two mobiles games to help support biodiversity conservation in India, UK and New Zealand.On the Edge Conservation & University of OxfordUK
6Communicating for sustainability: the use of advertising appeals in environmental advertising – an emerging market perspectiveMarketers use advertising to promote socially desirable behaviours, including conservation of the environment. This study investigated the prevalence and extent of advertising appeals present in environmental advertisements in South Africa. Following a qualitative, descriptive design with deductive content analysis of 66 magazines, results indicate marketers use of different advertising appeals indicating opportunities for differentiation, and greater impact on sustainable behaviour.University of KwaZulu-NatalSouth Africa
7Consumer understanding of green symbols on beverage packaging and its influences on green behaviourIt is all very well for marketers to implement green marketing initiatives such as the placement of green symbols on packaging; however, for sustainability to be achieved, consumers need to behave in a green manner. This research evaluated consumer understanding of green symbols on beverage packaging and determined the impact on green behaviour. Recommendations for green marketers are provided.University of KwaZulu-NatalSouth Africa
8Posting as an Advocate: The Proliferation of Social Media Use Amongst Gen Z’s Social Behavioural ChangeProliferation of social media use expressed by Gen Z to spur social change is due to its propensity for representation which has opened doors to opportunities for activism and solidarity. Understanding their societal trajectory and the impediments hindering real social change ultimately societal transformation has moved to the forefront, and companies have been urged to act with changed marketplace expectations.University of HertfordshireUK
9Do I know my classmate is a smoker?: Describing peer support to prevent adolescent smoking.This study aims to describe how exactly peer support is in the context of classmate relationship and to get initial information about prevention actions against adolescent smoking. We found inconsistency between opinion, knowledge and intended behavior. Most of them know the consequences, but doing nothing.Universitas SriwijayaIndonesia
10SKY Girls; an empowerment campaign to deliver tobacco prevention in GhanaSKY Girls is a pan-African behaviour change programme for adolescent girls focused on tobacco prevention, funded by the Bill & Melinda Gates Foundation. This session will focus on the campaign in Ghana. An evaluation by the Tulane School of Public Health showed SKY had significant impact to build confidence and resilience amongst adolescent girls, subsequently preventing tobacco use.Good BusinessUK
11Case Study of an Innovative Social Marketing Programme to Prevent Tobacco Use Among Adolescent GirlsSKY Girls is a pan-African social marketing campaign for adolescent girls focused on tobacco prevention, funded by the Bill & Melinda Gates Foundation. Girls interact with SKY through a range of traditional and digital channels. Each channel uses co-creation and user-generated content to amplify girls own voices and choices and highlights how girls and role models say no to smoking.Good BusinessUK
12It is not enough to "turn off the light". Revisiting the determinants of households’ investments in efficient technologies in South AfricaThis empirical study investigates some key determinants of energy-efficiency investment, a solution to curb the increasing electricity consumption in South Africa. Following a quantitative method, structural equation modelling was used to analyse the data collected from South African households. The findings provide relevant insight to guide energy-efficient investments in households.University of the WitwatersrandSouth Africa
13Is a prediction request efficient to reduce meat consumption? A study of self-prophecy effect through psychological discomfort and guiltAsking individuals to make a prediction about a socially desirable behaviour can increase the chance of achieving it. However, very few studies explored the potential of self-prophecy to influence eating behaviours in marketing. The current work aims to fill this gap by examining whether an Instagram post containing a prediction request could impact consumers’ intention to reduce meat consumption.Montpellier Research in Management, University of Montpellier, Montpellier Business SchoolFrance
14Pandemic Action Network: a coalition-based approach to drive mask-wearing behavior during the COVID-19 pandemicIn early 2020, Pandemic Action Network launched to drive collective action to help slow the spread of COVID-19 and ensure the world is better prepared for the next pandemic. Driving behavior change was a foundational part of the Network, and kickstarting masking as a prevention strategy is part of its legacy. This session will explore the evolution of mask messaging (including World Mask Week) and highlights lessons for the future.Evoke KyneUSA
15Developing a pilot community-based social marketing intervention promoting sorting waste at home for the RESQ Project: “Don’t waste your waste”We are presenting the design and evaluation plan of a pilot community-based social marketing campaign aimed to reduce waste generated in a village part of the RES-Q project, in Southern Lebanon. The campaign is built on formative research and community engagement activities and uses a novel app for incentivizing waste collection.Master of Public Health Nutrition, American University of BeirutLebanon
16Give your old clothes a new life “Vieni al punto! (Di raccolta)”Our project aims at encouraging people to donate all those clothes still in good condition that they no longer use, in order to fight fast fashion and take action to defend our planet. We worked together with “And Circular”, who helped us organize our project at the shopping mall Centroborgo.University of BolognaItaly
17Community Based Social Marketing. Promoting blood donation among young people: “Il rosso si dona”The aim of our project is to counteract the decrease in blood donation among the younger population groups, motivating them to become new donors. Therefore, our target comprehends young people between 18 and 30 years old who have never donated blood in their life, leading them to consider blood donation as an investment for community health.University of BolognaItaly
18Using Social Marketing to Promote COVID-19 Vaccination Uptake: Lessons from the “AUBe Vaccinated” CampaignIn this session, we present the development and evaluation of the “AUBe Vaccinated” campaign, aimed to facilitate access to COVID-19 vaccines and create vaccine demand among students, staff, faculty members and the extended community of the American University of Beirut, Lebanon. The presentation will focus on the initial stages of the campaign between June and September 2021.University of Birmingham/American University of BeirutUK/Lebanon
19Promoting plastic bottle recycling and reducing in a university campus in the Middle EastThis social marketing intervention aimed to promote the recycling of single-use plastic bottles by encouraging the utilization of water fountains and reverse-vending machines for plastic bottles and cans in the American University of Beirut, Lebanon. The initiative focused on students living on campus and faculty and staff working or visiting the university.Master of Public Health, Department of Health Promotion and Community Health, Faculty of Health Sciences, American University of BeirutLebanon
20Using cognitive neuroscience in social marketing for the analysis of the effectiveness of pro-environmental messagesThis study aims to analyse the effectiveness of communication messages that encourage pro-environmental behaviourst. Specifically, a neuroimaging technique, functional Magnetic Resonance Imaging (fMRI), is used to evaluate the neural basis of hedonic, normative and gain environmental messages. Furthermore, it assesses the extent to which those brain regions predict environmental behaviour improvement after a month receiving messages encouraging sustainable behaviour.University of AlicanteSpain
21Using A/B Testing to Optimize Public Health Campaigns on Digital MediaA/B testing, also known as split testing, is a useful tool to refine and improve social marketing materials on digital media platforms. This session aims to share
an easy-to-use guideline document—a concoction of existing literature and global public health experience—for advocates to optimize digital media campaigns and bring about desired political and/or behavioral change.
Vital StrategiesUSA
22Creating demand for eggs in MalawiThe session will comprise of a contextual understanding of the nutritional intervention that was implemented in Malawi, based on the very low per capita availability of eggs and how it helped to create demand for eggs amongst the low-income households in the country, with a focus on pregnant women, lactating women, children under 5 years of age.Sight and Life FoundationIndia
24“Operationalising the social marketing benchmark criteria”: Developing tools for accurately defining, reporting, and evaluating social marketing programmes and evidence synthesesThis workshop is aimed to develop a comprehensive framework to report social marketing interventions and evaluate them through evidence syntheses (systematic reviews, meta-analyses). We will evaluate existing criteria into tools and a framework that will support the advancement of reporting of programs (by authors) and identification of criteria within programmes (by those doing evidence synthesis).University of BirminghamUnited Kingdom
25Relationship between mutual spillover effects and consumer involvement through sponsorship of the artsThis study examines the consumer psychological benefits that sponsorships with social good bring to companies and support targets. The purpose of this study is to understand the relationship between the mutual spillover effects and consumer involvement through sponsorship of the arts. We propose a model in which consumers’ perceived prestige of a brand and an art organization positively influence attitudes, adding that consumers’ involvement moderates these effects.Toyo UniversityJapan
26Role of private sector providers in distributing family planning methods in Bangladesh using social marketing approachBangladesh achieved tremendous success on family planning program but still there are scope of improvements. The contribution of public sector is shifting to the private sector due to economic growth of the country. Considering the paradigm shift, SMC is implementing an integrated social marketing program involving non-graduate private sector providers in addition to make the contraceptives available and affordable.Social Marketing CompanyBangladesh
27Obesity reduction campaign in MedwayThe session will be a presentation of the research and development of an obesity prevention/reduction campaign using a whole systems approach in Medway, UK.Hitch marketingUK
28Promoting breastfeeding in NottinghamThe session will be a presentation of the research and evaluation of an insights driven breastfeeding awareness campaign in Nottingham.Hitch MarketingUnited Kingdom
30Reducing alcohol consumption in Estonia via web-based self-help program “Selge”Introducing web-based program launched in Estonia for providing help to risky alcohol drinkers to recognize, identify and admit their relation to alcohol and consumption patterns, motivate them to take steps to reduce their consumption, provide them tools for self-analysis and behavior change and support them during the program period. Based on the study, providing proof and results of the program.National Institute for Health DevelopementEstonia
31Five impactful ways tell stories ethically even when you lack strong visuals+Identify alternative angles to stories that deal with sensitive topics. 
+Employ ethical visual techniques when professional video and photos aren’t available. We will show examples of local storytellers, gamification, illustration, data visualization and animation. 
+Transform storytelling to include the latest techniques and tools
TaraTW Visual Storytelling AgencyUSA
32Moving at scale - how to improve health of communitiesWe are designed to live in close-knit communities and we thrive in close co-operation, however, modern life isolates us from others increasing poor health. We need to find strategies to reconnect people to each other, their place and provide a common purpose. We will explore how social movements can create healthier communities at scale.Intelligent HealthUK
33Investigating Partner Tensions in Systems Social Marketing PartnershipsAlthough dealing with partner tensions in systems social marketing partnerships is essential for social marketing to deliver effective change, there is only a handful of scholarly resources that discuss this issue. Therefore, this research contributes to fill this gap by investigating key issues related to partner tensions to build a solid understanding about this phenomenon to deliver effective change.University of YorkUK
36The Orphan, The Rebel, or The Caregiver? Exploring how the creation of archetypes through narrative analysis can impact the efficacy and success of social marketing campaignsIn 2021 a short documentary was created exploring the stigma faced by five Black women living with HIV in New Orleans. The film has been analyzed to create Jungian archetypes for the protagonists, and this session explores the application of these archetypes or a similar narrative analysis process to help other practitioners tailor campaigns, messaging, approaches, and services.Institute of Women & Ethnic StudiesUnited States
37Building a Market for Nutrition in Afghanistan Through Supply and DemandThis case study describes a successful social marketing program in Afghanistan that simultaneously built up the domestic soy industry and supply chain, and created consumer demand for high-protein soy products to combat malnutrition. This included technical assistance to the soy industry and retailers, a consumer media campaign, and community outreach via influencers, government agencies, and events.Weinreich CommunicationsIsrael
38Not giving in (to the pandemic)By Spring 2021, the general public in Scotland had been living amidst necessary Government imposed behavioural restrictions to limit the spread of coronavirus for one year. Come along to hear how we used research to inform marketing activity to encourage greater compliance and support resilience among the general public at a difficult time, and what impact this had.Scottish GovernmentScotland
39Scotland's Doing Net ZeroIn April 2019, Scotland's First Minister made a legislative commitment that Scotland would reach ‘net zero’ emissions by 2045 in response to the climate emergency. Despite the urgency, few people were taking sufficient action to tackle it. In response, the Scottish Government Communications team created a marketing campaign and a website to inform, educate and inspire climate-related behaviour change.Scottish GovernmentScotland
40Sexual Health Insight Gathering Amongst Three Target Audiences in East SussexResearch into the sexual health needs of three targeted groups in East Sussex to inform the development of local services and communications. The three targeted groups were men and women aged 45 years or older, young women who had conceived under the age of 18, and men who have sex with men. Findings identified key barriers, challenges, and points of intervention.Social Marketing GatewayUK
41Water Conservation From a Moral Perspective: Implications For Social MarketingThis research aims to explore the relevance of morality notion in water conservation context. A well-established theory from the ethical decision making literature is utilised, with a special focus on it's core construct - "moral intensity". Initial insights from interviews as well as implications for social marketing will be discussed.University of YorkUK
42Results of a survey on the current state of social marketing in Japan.The purpose of this study was to understand the level of awareness and understanding of social marketing among Japanese people, and to use this information to develop future dissemination strategies.
A quantitative web-based survey of 2,500 Japanese people revealed that less than 20% were aware of social marketing and that their level of understanding was low (17% correct).
Doshisha UniversityJapan
43Staff in Mind: A wellbeing hub for health and social care workers in SussexA multi-stage project developing an online resilience hub for health and social care staff, involving the development of the service offer, an engagement strategy, and the accompanying campaign. The service is now considered an exemplar in England, with over 4,000 staff having engaged since launch in January 2021, and over 2,000 staff being referred to support.Social Marketing GatewayUK
44Preventing Suicide in Sussex: A social marketing approachLocal mental health service improvement targeting men at risk of suicide, underpinned by qualitative insight gathering and the Integrated Motivational-Volitional model of suicidal behaviour. The resulting intervention used an improved service offer supported by a targeted digital campaign, which both connected at-risk men with support, and equipped those around them to spot 'warning signs' and intervene if needed.The Social Marketing GatewayUK
45Evaluation of public’s response to social marketing campaigns aimed at normalizing breastfeeding in publicThe study explores the response of members of the public to existing social marketing campaigns promoting breastfeeding in public with the view to understanding what ‘works’ and exploring emotional responses.Sheffield Hallam UniversityUnited Kingdom
46Towards an epistemological expansion of the discipline to embrace diversity.Authors from five different regions around the world reviewed diversity within social marketing. While diversity and equity are central to this discipline, epistemological diversity, as linked to the geographies of the Global South, has been largely overlooked.
The call for incorporation of epistemological diversity in the expansion of the discipline have been followed by practical recommendations.
The Five main indicators used were: professional associations, global conferences, education, research, and practice.
The Behaviour ChangeKuwait
47For Us All - How Ireland vaccinated 95.7% of our people against COVID-19Ireland achieved world-leading COVID-19 vaccine uptake using international best-practice, extensive research and a range of interventions. This presentation walks you through the range of social marketing interventions used, mapped against WHO behavioural drivers for vaccine uptake.HSEIreland
48The Evolution of social marketing evaluation frameworks: A systematic review (1971 to 2022)A systematic review of the evolution of the evaluation frameworks/ models/ theories and criteria in the social marketing domain(1971-2022). Among many factors; time, the internet and social media have impacted the evolution of the social marketing evaluation landscape. Unlike before, effective evaluation of a single social marketing campaign is complex, requiring a combination of frameworks/ models/ theories and criteria.University of KwaZulu NatalSouth Africa
49Enhancing Blood Donor Loyalty: The Impact of Relationship Marketing on Social Marketing Initiatives for blood donation in South AfricaExtent literature has widely discussed the determinants of blood donation. However, more attention should be granted to factor influencing donors' loyalty to blood donation. This conceptual paper aims to propose a conceptual framework that assesses the impact of relationship marketing on Social Marketing Initiatives for blood donation in South Africa. The proposed conceptual model provides clear directions for future studies.University of JohannesburgSouth Africa
49Enhancing Blood Donor Loyalty: The Impact of Relationship Marketing on Social Marketing Initiatives for blood donation in South AfricaThe study reviews relationship marketing constructs applied in commercial marketing to be used in a social marketing context. A conceptual model is proposed, which can used as framework to guide social marketing practitioners in implementing social marketing strategies that focus on achieving long-term relationships and building loyalty among blood donors.University of the WitwatersrandSouth Africa
51Developing a social media intervention to counter COVID-19 misinformation in LebanonThis study explores how health, e-health and media literacies are interrelated to develop COVID-19 counter-misinformation media campaign. 388 participated to a web-based survey from Lebanon, primarily females, married, employed, with university education. Despite high levels of eHealth literacy, COVID-19 literacy, and media literacy, 30% reported difficulties in appraising COVID-19-related information online. Our campaign should focus on building media literacy skills.American University of Beirut, Faculty of Health Sciences, Department of Health Promotion and Community HealthLebanon
52Analysing the content of social media posts related to tobacco and alcohol products viewed by adolescents: from the literature review process to the test of a content analysis tool.This session aims to present the development of a content analysis methodology dedicated to Social Network Sites (SNS). A specific focus has been made on SNS’s content directed to adolescents and on content integrating Tobacco and/or Alcohol Products. Initial results given by this methodology made upon post published by the most popular favourite influencers among French adolescents will be presented.Université Jean Monnet Saint-Etienne, CoactisFrance
53Structural and Non-Structural determinants influencing the Sanitation Behavior in Rural IndiaSanitation combines private behaviours with most public impacts. The study attempts to find whether social norms and networks impair the utilization of toilets after making a purchase or construction. It also tries to reflect that the role of governance, community participation, social groups, and social behavior change communication plays a substantially significant role in influencing sanitation behavior in rural India.Institute of Rural Management Anand, GujaratIndia
55Reducing large-scale demand for wildmeat in urban areas of Central AfricaIn Congo and DRC, wildlife is hunted at an alarming rate to satisfy urban demand for wildmeat. Previous efforts to reduce demand have used conservation messaging misaligned with the values of consumers. The Wildlife Conservation Society will showcase two large-scale social marketing campaigns that instead aim to encourage consumers to enjoy and appreciate the diversity of Congolese cuisine without wildmeat.Wildlife Conservation SocietyUnited Kingdom
57An agenda to enhance application of impact in social marketingThere is increasing emphasis being placed on impact by many governments. Those seeking to create change, and others funding change efforts need understanding of how impact is generated. This conceptual paper aims to advance understanding of impact within social marketing, by developing a definition suited to social marketing and by demonstrating pathways to impact for social marketing programs.Griffith UniversityAustralia
58Do prospective checkers check out? - Influences on STI self-testing vs clinic testing.When 18–34-year-olds consider STI health checks, does consideration of the different testing options (self-test at home or test at a clinic) and/or a reminder that the test is funded by the UK taxpayer (vs no reminder), impact their perceptions of value, compliance, and attitudes towards risky sexual behaviour?
This experiment will help inform communication strategies and allocation of scarce funding.
University of StirlingUK
60Combatting Addiction in Future Generations: The Protect Our Youth CampaignA marketing campaign, titled Protect Our Youth, aims to reduce tobacco and nicotine prevalence among youth and stop addiction before it begins in the lives of young people. This campaign delivers strategic messaging through digital and traditional tactics. The Protect Our Youth campaign comes from VI Marketing and Branding on behalf of Tobacco Stops With Me, a program of the Tobacco Settlement Endowment Trust in Oklahoma, United States.VI Marketing and BrandingUnited States
61Healthy Habits Behavior Change FunnelAn audience behavior funnel outlines the unique ways a person navigates their journey towards healthier living. This funnel serves as a tool to drive messaging efforts, and helps behavior change professionals understand the different factors that influence someone looking to become healthier. This funnel was created by VI Marketing and Branding on behalf of Shape Your Future, a program of the Tobacco Settlement Endowment Trust in Oklahoma, United States.VI Marketing and BrandingUnited States
62From Exploratory Research to Action Research: Co-Creation Workshop to Resolve the Johor River-Related Issues among the StakeholdersDevelopment and implementation of action-based innovations require collaboration with a wide range of stakeholders through co-creation process to transform the exploratory to action research.  This study presents the methods and experiences on how to co-create new solutions with the stakeholders in solving environmental problems in related to Johor river.Universiti Teknologi MalaysiaMalaysia
63“Coffee Talks”: An Approach to Engaging Communities during the PandemicA participatory research method–virtual coffee talk was adopted for community engagement under pandemic when prohibition on physical gathering and social distancing are reinforced. This method provides a relax ambience to encourage community participation in dialogue and mutual learning process. This presentation demonstrates a case study on how to utilize the virtual coffee talk to facilitate the community inclusiveness in decision-making.Universiti Teknologi MalaysiaMalaysia
64Social Marketing for Social InclusionThis session will illustrate how social marketers and social workers worked together to integrate social marketing with social inclusion indicators and concepts. A new integrated model and new tools were developed that provide a practical guide for applying social marketing in the disability sector. Practitioners and academics co-created innovative solutions for social inclusion, using social marketing. The results of the case studies are presented.Università della Svizzera italianaSwitzerland
65Ready to Go - A socio-cognitive approach to increasing breakfast frequency within institutional feeding populationsThe presentation will discuss a four-year research project and three published papers on increasing breakfast frequency within institutional feeding populations.Griffith UniversityAustralia
66Reducing Your Risk of Dementia: A Brain Health Campaign for Mid-Life Adults40% of worldwide dementias can be prevented or delayed, as they are caused by modifiable lifestyle factors. We're working to educate mid-life Brits and encourage them to protect their brains (in the same way that they protect their hearts and lungs).ClaremontUK
67How to design your co-designWe'll share the process we went through to arrive at our co-design approach ‘CO-LAB.’ We'll talk through what CO-LAB stands for and why we chose each element of the model. We’ll give some example case studies where the CO-LAB co-design process has been applied in practice. We’ll also share our thoughts on issues such as use of technology, who to involve when and how to work flexibly with resource limitations.ClaremontUK
68Marrying consumer-insight to system-insight: A case study from Plastic Waste Management in IndonesiaTo improve non-valuable plastic waste management, we applied a systems approach to co-design a waste management approach supported by community and interested parties. Study 1 (n = 21) was a consumer study, and Study 2 (n = 19) involved a wide range of interested parties, including government officials, waste technology experts, industry owners, and residential and land development organisations.UNEP Climate Technology Center and NetworkRep of Korea
69Public health interventions to improve antimicrobial resistance awareness and behavioural change associated with antibiotic use: a systematic review exploring the use of social mediaMy research is focused on understanding how social media is being used in public health interventions and what is the best way to use social media as an effective tool to raise awareness about infections particularly on AMR. An important aspect of this research is to find out ways to influence public behaviour through social media.University College DublinIreland
70Reducing ivory demand: is the current intervention landscape likely to protect African elephants?This poster presents a methodological approach for an interdisciplinary PhD study investigating the ivory demand intervention landscape in China and Southeast Asia. The study will use a rubric of social marketing evaluative frameworks, credible success indicators and ivory-specific consumer research to assess the potential effectiveness of each intervention and their management organisation across time and space in terms of the success likelihood of reducing ivory demand.University of YorkUK
73Going Round in Circles:  Exchange Paradox in Social MarketingDespite exchange being foundational to social marketing - exchange is central to the iSMA consensus definition and eight benchmark criteria - exchange myopia hampers social marketing's capacity to deliver wide-scale behaviour change required by climate change and the UN SDGs). Causal loops, a systems tool for behavioural and exchanges dynamics, offers a valuable way forward for systemic change.University of GalwayIreland
76Cost-effectively improving family planning outcomes: results of the first cluster randomised controlled trial to test the impact of radio on modern contraceptive uptakeWe present results from an intensive 2.5 year radio campaign promoting modern contraception in Burkina Faso through drama, humour and edutainment. Surveying 7,500 women, we show that the campaign led to a 5.9 percentage point (20%, p=0.046) increase in the modern contraceptive prevalence rate. We also find evidence that increased contraception reduced fertility and increased self-reported female well-being.Development Media InternationalUK
77Social marketing approach to influence sexual behaviour of Vietnamese adolescentsSemi-structure in-depth interview with 42 Vietnamese adolescents and qualitative online content analysis of over 12,000 comments on 6 YouTube clips, this research presents the Ecological model and 15 social marketing campaigns to promote safe sex and delay sexual debut among Vietnamese adolescents. Social and cultural norms, persuasion techniques and social media were utilised in this social marketing research.Buckinghamshire New UniversityUnited Kingdom
78Time, positive relationship with food and Food WellbeingTime is an essential part of life and "being time poor" is often highlighted as an explanation for poor food consumption. This study seeks to answer the question “How does time affect one’s relationship with food?”. By answering this question, we aim to discuss theoretical contributions of our findings and practical recommendations for social marketing programmes.Newcastle UniversityUnited Kingdom
79"Are You Drinking Yourself Sick”? Lessons from South Africa’s Campaign for a Tax on Sugary BeveragesThe case study describes how multiple interventions, particularly strategic advocacy and communication, helped secure political and public support for a tax on sugary beverages in South Africa. Lessons learned from this campaign can inform other countries’ efforts to address the increasing prevalence of obesity and NCDs.Vital StrategiesSouth Africa
80Be The One: Effective Communication Messaging for People in Black and Hispanic/Latinx CommunitiesEffective contact tracing depends on people understanding why it's effective, how it’s achieved, and how it will help them and their communities. Our research illuminates concerns and experiences of Black and Hispanic/Latinx people in the U.S. during COVID-19 and illustrates how to engender their buy-in. The findings and creative approach can be used to support other public health communication efforts.Vital StrategiesU.S.
81How Media Led to Record-Breaking Participation in Brazil’s Public Consultation Process on Front-of-Package Nutrient Labels in BrazilThis case study focuses on the details of the partners’ media strategy, including an intersection of digital media, traditional media and earned media. The strategic communication efforts helped set the public agenda for food labels in Brazil which led to attaining an unprecedented engagement and support from individuals during a public consultation.Vital StrategiesBrasil
82How We Used Gamification to Successfully Promote COVID Prevention Practices in Myanmar (2020)In Summer 2020, the second wave of COVID-19 began.  Initially, hard lockdowns had helped slow the virus spread.  But as restrictions were loosened, so, too, did adherence to prevention protocols.  To address rising infection rates, we designed a behavior change communications strategy, using gamification tactics, to promote COVID-safe practices among the staff of a major humanitarian organization operating in Myanmar.Strategic Communication ConsultantZimbabwe
85Modelling the Experience of Surprise: A Conceptual FrameworkThis presentation covers the development of a new conceptual framework to model the consumer experience of surprise.  The effects of surprise on information processing and the implications this has for social marketing and behaviour change are considered.University of WestminsterUK
86Digital media for behavior change: Evidence for social marketingThis presentation explores recent research on the use of digital media to change pro-social behaviors. The presenter makes the case for an emerging field of research, theory, and practice on the effectiveness of digital tools for behavior change in social marketing. Case studies and recent data illustrate this approach.The George Washington UniversityUSA
87Do you want to increase social marketing in your country?This presentation addresses the evolution of social marketing in Portugal, based on a cognitive approach. It provides information on the various steps and initiatives and analyzes the current status and likely future challenges. It could be a good contribution to other countries and experiences.Marketing Social PortugalPortugal
88Social Marketing, in the business of behaviour change, is changing its own behaviour.With the planetary emergency deepening our understanding of the interconnections between all living things and our provisioning systems, this case study hypotheses that Social Marketing, in the business of behaviour change, is changing its behaviour towards systemic, complex, adaptive, multi-level and non-linear emergent transformation with socio-economic impacts disproportionate to the investment and effort as reflected in the emerging iSMA standards.University of GalwayIreland
90Evaluating the impact of a large preventive health initiative: Applying the Collective Impact frameworkThis study applied the Collective Impact framework to evaluate the alliance (six not-for-profit organisations) responsible for delivering a large-scale health promotion initiative. Findings support the use of the Collective Impact framework as a scaffold to assist collaborative alliances in working effectively and efficiently when implementing large-scale initiatives aiming to create positive social impact. The Collective Impact framework offers a strategic approach for collaboration to achieve positive social impact.CSIROAustralia
94Psychographic Segmentation in Social Marketing for Youth and AdultsGovernment-funded social marketing campaigns inconsistently use psychographic segmentation in their strategies. This session will review 2 psychographic segmentation models from the USA, one for teenagers that focuses on their social identities, and one for adults that focuses on their core motivations. We will present how each model was developed and how they have been applied to multiple campaigns across health topics including tobacco prevention, tobacco cessation, substance use, and nutrition.Rescue | The Behavior Change AgencyUSA
95Changing Motivations Towards Healthy Eating: Audience Segmentation & Social Marketing Efforts to Improve Nutrition Among Low-Income CaliforniansMany Americans make better health choices, but low-income families are left behind. With the California Department of Public Health, Rescue Agency designed and implemented CalFresh Healthy Living’s "Healthy Victories" campaign. Through paid media, interactive web experiences, and local events, the campaign increases healthy eating and water consumption. By showing our audience how to live healthier and providing reasons that align with their personal motivations, CalFresh Healthy Living creates meaningful change.Rescue | The Behavior Change AgencyUSA
96Real-Time Campaign Feedback: Using Digital Experiences to Learn More About yYoung Adult Drug Usage and Education NeedsYoung adults in Illinois, USA, face an invisible threat as recreational drugs are being laced with fentanyl. We went further than just creating communications and interactive digital experiences. We used their actions on our site to learn about our audience, their drug usage and how our campaign performed in real-time. This led to the creation of a digital experience providing tailored information and allowed us to collect anonymous real-time insights.Rescue | The Behavior Change AgencyCanada
97Reaching Small, Stubborn Audiences: What Today's Smoking Cessation Strategies Teach Us About Stubborn Behavior ChangeThere's been tremendous progress convincing millions to stop smoking, but millions continue to smoke. How do you change an entrenched behavior? This session will present new strategies for smoking cessation that build on the real lives of smokers. By moving away from the "best practices" model of health communications and moving towards a human-centered model that focuses on responsive evolution in messaging strategies, we convert current smokers into former smokers.Rescue | The Behavior Change AgencyUSA
98Evaluating the implementation of a complex preventive health interventionThis session describes the service-level implementation factors of a large complex preventive health intervention aiming to reduce chronic disease risk in a population. Over 14, 000 people have completed the program, delivered by over 200 program facilitators. Two frameworks guide the program evaluation implementation, RE-AIM and the Consolidated Framework for Implementation Research (CFIR). Mixed-method data collection is utilised over a four-year period across a variety of program areas and levels.CSIROAustralia
103What human centered design brings to the behaviour change table.Men can be the toughest customers for public health. By tinkering with the tried-and-true recipe of qual and quant research informing actions by adding in HCD as an ingredient from the very beginning, lessons from this BMGF case study can inspire us to rethink the value of HCD  and what it brings to our social marketing and SBC challenges.MatchboxologySouth Africa
104Leveraging SwipeRx to Improve Pharmacy Access to Quality Assured Rapid Antigen Tests for COVID-19 in Viet NamSwipeRx and FIND partnered in 2021 to leverage the SwipeRx app to deliver digital  campaigns and accredited professional education to promote pharmacy stocking of WHO Emergency Use Listed (WHO-EUL) Ag-RDT in Viet Nam. In less than three months, digital engagement yielded a substantial increase in the proportion of pharmacies stocking 1 or more quality assured Ag-RDT from 39% to 64%.SwipeRxViet Nam



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