The 2nd African Social Marketing Association Conference

AfSMAC 2026 will bring the social marketing and behaviour change community together for three full days of learning, discussion and connection at the American University in Cairo.

The programme will combine shared plenary sessions with a carefully curated selection of research presentations, practical case studies, extended sessions and expert panels. With no more than three parallel sessions running at any one time, the programme is designed to give every presentation a strong audience and create meaningful opportunities for questions, discussion and exchange.

By spreading the programme across three days, delegates will be able to engage with a broad range of content without the event feeling overcrowded or rushed. It will create a focused and highly participative conference experience, with time to explore new ideas, build connections and turn learning into action across Africa and beyond.

// NOVEMBER 10TH // 

9.00 AM MAIN CONFERENCE BEGINS

9.30 AM – 12.30 AM > MORNING WORKSHOPS

AfSMAC 2026 opens with a range of optional training workshops for participants. These will range from skills building to work on environmental programmes.

12.30 PM – 1.30 PM > LUNCH

1.30 PM – 2.30 PM > OPENING PLENARY

AfSMAC 2026 opens with welcomes from the American University in Cairo and the African Social Marketing Association, followed by an opening keynote exploring the conference theme: Behaviour Change for Sustainable Social Impact

The afternoon programme continues across three rooms, with a mix of 20-minute presentations and extended 45-minute sessions.

2.30 PM – 3.00 PM > BREAK

3.00 PM – 5.00 PM > AFTERNOON PARALLEL SESSIONS

The afternoon programme continues across three rooms, with a mix of 20-minute presentations and extended 45-minute sessions.

5.00 PM – 7.00 PM > WELCOME RECEPTION

Join fellow delegates, speakers and members of the AfSMAC community for drinks and canapés on campus. This relaxed evening reception offers an opportunity to continue the day’s conversations, reconnect with colleagues and make new connections. Open to all delegates.

9.00 AM – 10.00 AM > MORNING PLENARY

Social Marketing for the Environment and Nature

The second day begins by examining how social marketing can support environmental action and help sustain change through individual behaviour.

KEYNOTE SPEAKER 

Dr Diogo Verissimo, University of Oxford. Chair IUCN Behaviour Change Taskforce

10.00 AM – 10.30 AM > BREAK

10.30 AM – 12.30 PM > PARALLEL SESSIONS

Five 20-minute presentation sessions will run across three rooms (5 sessions per room)

12.30 PM – 1.30 PM > LUNCH

1.30 PM – 2.30 PM > INDUSTRY INSIGHT PANEL

Leading voices from practice and industry will share their perspectives on how organisations and agencies can create effective and sustainable social impact.

2.30 PM – 3.00 PM > BREAK

3.00 PM – 5.00 PM > PARALLEL SESSIONS

The afternoon programme will feature a combination of extended 45-minute sessions and shorter presentations across three rooms.

// NOVEMBER 11TH // 9 AM 

DAY 2 BEGINS

// NOVEMBER 12TH // 9 AM

DAY 3 BEGINS

9.00 AM – 10.00 AM > MORNING PLENARY

Community is the Key - The final day begins with insights from leading researchers and practitioners on how effective behaviour change can be created with and within communities.

KEYNOTE SPEAKERS 

Prof. Dr. Emad Shash - Director of the Breast Cancer Centre in Cairo (BCCC)

10.00 AM – 10.30 AM > BREAK

10.30 AM – 12.30 PM > PARALLEL SESSIONS

The morning programme will feature a mixture of 20-minute presentations and extended 45-minute sessions across three rooms.

12.30 PM – 1.30 PM > LUNCH

1.30 PM – 3.30 PM > PARALLEL SESSIONS

The final parallel programme will feature five 20-minute presentation sessions across three rooms.

3.30 PM – 3.45 PM > BREAK

3.45 PM – 4.30 PM > CLOSING PLENARY: CREATING ACTION ACROSS AFRICA

AfSMAC 2026 concludes with an audience-wide discussion led by members of the conference committee. The session will draw together learning from across the three days and explore how it can be translated into meaningful action across Africa.

Programme timings and session details remain provisional and may be adjusted as the full conference programme is finalised.