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







Check out the programme page to see the provisional programme for WSMC 2023 including keynote speakers, panel sessions, key timings and our initial roster of confirmed breakout sessions.





Conference attendees have the opportunity to take part in a range of a training workshop ahead of the event lead by social marketing experts. This session is exclusively available to conference attendees and can be selected during your registration.

Introducción al mercadeo social

Half Day Workshop - 9.00  - 1.00 
Workshop leaders : Dr Nathaly Aya Pastrana & Inés Besada Paullier

En este taller, los participantes aprenderán conceptos y técnicas clave del mercadeo social. Se presentará una descripción general de los conceptos y enfoques clásicos de mercadeo social y más contemporáneos que serán la base para el aprendizaje experimental a través de estudios de casos. Los participantes reflexionarán sobre cómo las ideas discutidas pueden adaptarse a contextos variados para responder a las necesidades de poblaciones diversas. Se esperan discusiones sobre las diferencias entre el mercadeo social y otros enfoques de cambio de comportamiento, y sobre la importancia de los métodos participativos para fomentar las transformaciones sociales. Aproveche esta oportunidad única para mejorar sus habilidades y conectarse con una comunidad apasionada de profesionales dedicados a lograr un impacto positivo duradero. Este taller se impartirá en español y está diseñado para personas que trabajan en proyectos y programas sociales con interés en integrar el mercadeo social en su trabajo.

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

Half Day Workshop - 12.30  - 5.00 
Workshop leader : Prof. Jeff French, iSMA

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).


Developing and Implementing Equitable Social Marketing Programs: Strategies for Research, Audience Segmentation, and Program Development

Half Day Workshop - 12.30  - 5.00 
Workshop leaders : Jeff Jordan, Resuce, USA

Social Marketing and other behavior change programs often struggle to reach and impact those who are in greatest need of change. This is largely because the same forces that cause populations to be at greater risk often make those same populations harder to reach and influence. Equity in Social Marketing looks like a reduction in inequities (i.e., health equity, environmental equity, social justice, etc.) by the end of the program. To achieve this, program planners and researchers must understand the forces behind these inequities and intentionally develop strategies to combat these inequities through every phase of their program. This workshop will review some of the common inequities that exist among our audiences and how the research, strategy development, program design, and implementation can all be approached with intentional equity to achieve more equitable outcomes.


All conference delegates are invited to attend the conference welcome reception at the Hotel Spirito which is located directly oppostie Hotel Spiwak.
Come down and enjoy the complimentary evening of networking and refreshments, 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  6.00 pm.



8.00 - 9.00 > REGISTRATION

Arrive early and enjoy coffee and networking from 8.00. Guests will also be encouraged to collect their conference passes and programmes. It's the perfect time to plan which sessions you want to attend over the coming days.

9.00 - 10.00 > OPENING PLENARY 

WELCOME to the 8th World Social Marketing Association Conference & Keynotes

Welcome from iSMA
Prof. Jeff French, PhD, MBA, MSc, DipHE – President of the International Social Marketing Association, Visiting Professor Brighton University and CEO Strategic Social Marketing

Welcome from LAMSO
Dra. Nathaly Aya Pastrana
Presidenta-Fundadora, IMEK Centro de Investigación en Mercadeo & Desarrollo.
Presidenta Honoraria y co-Fundadora, Asociación Latinoamericana de Mercadeo Social (LAMSO).


This joint keynote session from two of Colombia's leading activists for positive social change will set the tone for the coming days and shine a light onto some of the challanges unique to creating social change in South America.

Adelaida Trujillo – Director Fundación Imaginario & Citurna Productions, Colombia

Prof. Jair Vega Casanova – Professor of social communication at the Universidad del Norte, Colombia


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. 


During this breakout session we will host 20 sessions across five parallel rooms showcasing a range of exciting submissions from the call for papers. 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 round of breakout sessions will also host the following panel session: 

Branding in Social Marketing: Growth in Theory, Research, and Practice
This panel session promises to be a fascinating exploration of the symbiotic relationship between branding and social marketing. By bringing together a diverse range of experts, including a seasoned practitioner, academic luminary, and representatives from prominent organizations working in Latin America, attendees will gain a comprehensive understanding of branding's transformative power to create positive behaviour change.

Chair: Professor Doug Evans, George Washington University, USA


  • Lynda Bardfield, Creative Conscience & Tufts University School of Medicine, USA
  • Anton Schneider - Social and Behavior Change (SBC) Advisor, US Agency for International Development (USAID)
  • Catalina Garcia, AB InBev, USA
12.30 - 1.30 > LUNCH & NETWORKING

Breaking down the silos: Interdisciplinary and diversity perspectives for gender equality
In this interdisciplinary panel, discussion will revolve around research and practical experiences in Global South and Global North settings to address gender inequities and inequalities. Panellists will discuss about how they integrate gender, human rights, intercultural, and intersectional perspectives into their research and work to address issues related to human rights, health, and environmental protection. Challenges and opportunities to advance gender equality at the community, systems, and policy levels will be shared.

Chair: Dr. Nathaly Aya Pastrana, Founding President, IMEK Research Center in Marketing & Development, Honorary President, Latin American Social Marketing Association (LAMSO).


  • Eugenia D'Angelo - Executive Director, MundoSur. Coordinator, Latin American Network Against Gender Violence, Argentina / France

  • Dr María Amalia Pesantes Villa - Assistant Professor of Anthropology, Department of Anthropology and Archaeology, Dickinson College, United States, Peru / United States

  • Dr Camilo Pérez - Assistant Professor, Social Communication and Journalism, Universidad del Norte Colombia

  • Dr Nadia Zainuddin - Senior Lecturer, Faculty of Business and Law, School of Business, University of Wollongong Australia, Singapore / Australia

3.30 - 4.00 > COFFEE & NETWORKING

4.00 – 4.30 > KEYNOTE

Towards transdisciplinary behaviour and social change?
Prof. Ross Gordon, Professor, School of Advertising, Marketing and Public Relations, QUT Business School, Australia

In this keynote presentation, Ross will reflect on his experiences from working with the WHO, European Commission, Australian Government and a range of other organisations and stakeholders on transdisciplinary behaviour and social change initiatives. Ross will consider some of the key issues, challenges, and opportunities for transformative change, and the role that social marketing can play. He will end with a challenge to social marketers, and indeed anyone working in behaviour and social change to acknowledge our socio-political context, engage with constructive criticality, and adopt collectivist approaches – providing some practical ideas on how to do this in our everyday practice.

4.30 – 5.00 > KEYNOTE

Violence has no Expiration Date
Dra. Raquel Schlosser, Founder of the Institute for Transgenerational Studies (IET), Mexico

As rector of the Institute for Transgenerational Studies (IET) Raquel has worked to understand the expression of the past in the present, and translate it into teaching programs, didactics, methodology, and the search for transgenerationality theorists.

Her passion for knowledge fostered over twenty years of psychology, psychoanalysis, systemic family and couple therapy has enriched her understanding of the field's impact and challenges it faces.

5.00 – 5.15 > CLOSING REMARKS



Thinking Inside the Box: How to embed and Institutionalize Social Marketing Within Various Organizational Structures

Moderator: Gael O’Sullivan, MBA – Adjunct Professor of Social Marketing, Georgetown University and founding board member, International Social Marketing Association


  • Nathaly Aya Pastrana, MSc, PhD – Founding President, IMEK Research Center in Marketing and Development, and Honorary President and co-Founder, Latin American Social Marketing Association (LAMSO)
  • Jeff French, PhD, MBA, MSc, DipHE – President of the International Social Marketing Association, Visiting Professor at Brighton University, and CEO, Strategic Social Marketing
  • Anton Schneider - Social and Behavior Change (SBC) Advisor (tbc), US Agency for International Development (USAID)
10.00 - 10.30 > COFFEE & NETWORKING

During this breakout session we will host sessions across five parallel rooms showcasing a range of exciting submissions from the call for papers. 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 round of breakout sessions will also host the following panel session: 

Citizen participation and intersectoral experiences for better social cohesion and peacebuilding in Colombia

Session chair: Carlos Fernando Valencia Peñuela, Associate Professor, Universidad Pontificia Bolivariana (UPB) Palmira, Colombia, Member, Board of Directors, Latin American Social Marketing Association (LAMSO).


  • Erika Acevedo, Líder de Alianzas y Transferencias, Fundación Carvajal, Colombia
  • Sr. Eric Aldemar Díaz García, Líder de la comunidad. Director de la emisora “La Isla” de Buenaventura, Colombia
  • Jair Vega Casanova, Profesor, Departamento de Comunicación Social, Universidad del Norte, Colombia
12.00 - 1.00 > LUNCH & NETWORKING

1.00 - 1.30 > KEYNOTE

Using Lived Experiences to Achieve Equitable Behavior Change

Speaker: Jeff Jordan, President and Founder, Rescue, USA

Interventions to change behavior often focus on a two-dimensional problem, such as a specific health concern or environmental issue. But making progress on those issues requires looking beyond the topic of concern to understand the people and behaviors that contribute to these behaviors. More importantly, you must understand why those behaviors are performed in the first place and what could change them. Diving deep into the lived experiences of our audiences not only improves our understanding of the behavior and opportunities to change it but makes equitable outcomes possible by helping us understand why inequities exist. This keynote will explore how Rescue Agency achieves equitable behavior change through a deep understanding of its audiences’ lived experiences and how they influence their behavioral decisions.


Another Voice Heard: How storytelling transforms our thoughts and behaviors
A panel of 4 professionals from all over the Americas who use storytelling to amplify voices, change the narrative, and shine a light on what’s possible.

Chair: Lynda Bardfield


  • Maria Amalia Pesantes, MA, MPH, PhD, Medical Anthropologist & Assistant Professor Dickinson College, USA
  • Adelaida Trujillo, Director Fundación Imaginario & Citurna Productions, Colombia
  • Raquel Schlosser, PhD, Clinical Psychologist & Founder/Director of The Institute for Transgenerational Studies, Mexico
2.30- 2.40 > SHORT BREAK

During this breakout session we will host five final sessions across our parallel rooms showcasing a range of exciting submissions from the call for papers. 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. 


3.00 - 3.30 > COFFEE & NETWORKING

Join the conference organising committee, speakers and other participants and they host an lively and 'fun' debate session on Ai and Social Marketing

The motion:  AI should be embraced by all social marketers as it has the potential to significantly increase our ability to influence behaviour for social good.

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

Submission NumberPresentation LanguageSubmission TitleSummaryCountry
2ENG“When Less is More”: An analysis of influencer marketing framing strategies and online engagement in the #deinfluencing campaignOur project aims to uncover the characteristics and effectiveness of communication strategies employed by influencers in the #deinfluencing campaign, contributing to existing literature aiming to understand the role of marketing in changing behaviours for good (e.g., Garay et al., 2017; Siraj et al., 2022; Florence et al., 2022).United Kingdom
3ENGSocial media videos to promote legal compliance for sustainable hunting and wildmeat choicesAn overview of campaign research and development with preliminary evaluation will lead a discussion on social media campaigns for conservation.Colombia
4ENG‘Keep the Rupununi Wild’ - Wildlife-friendly tourism in the Rupununi, Guyana, South AmericaThis presentation highlights a campaign done by and for the people of the Rupununi in Guyana, focusing on wildlife-friendly tourism promotion and wildlife conservation. It discusses challenges in audience engagement and campaign effectiveness. The session seeks to foster discussion and gather feedback for future actions and refinement.Abraham
5ENGEmpowering Women to Make Meaningful Family Planning Decisions: A Case Study of the Innovative Secure Salon ProjectThe salon, although not a traditional means of providing FP information, counseling, and services, is showing promise. The salon setting is a safe space for women of reproductive age to access quality education on SRH/FP and FP services.GHANA
8ENG"Failing Forward: Harnessing the Power of Experience, Learning, and Sharing"This session aims to foster a culture of learning from failure, encouraging participants to reflect on their own experiences and share lessons learned. By embracing the idea that failures are stepping stones to success, we can drive innovation and create effective strategies that bring about meaningful and lasting positive change.Jordan
9ENGUsing Social and Behavioral Change to improve UNHCR's service delivery to refugees and migrants in BrazilAddressing the unique needs of Venezuelan refugees and migrants in Brazil through a tailored behavioural change strategy. Learn more about our aims, target audiences, and systematic planning to improve integration outcomes.Mexico
10ENGSupporting the launch of the Thrive by Five International Programme on Early Childhood Development in UzbekistanTo support the uptake of positive parenting practices in Uzbekistan, MAGENTA designed and delivered a campaign using a participatory and co-creation approach. The objective was to increase the uptake of the Thrive By Five app and the practice of positive ECD key behaviours amongst parents and caregivers of children.Jordan
11ENGMen with Type II Diabetes in Peru: A Family Health ExperienceThis session discusses the role of family involvement in supporting the management of Type II Diabetes among Peruvian men and examines how masculine norms affect (1) the way support from family/friends are received/perceived, (2) the motivation to adhere to treatment, and (3) the need for a family health experience approach.USA
12ENGI hear voices: can podcasts reduce stigma towards people with mental health issues?This study investigates how listening to a podcast series may change attitudes toward mental health stigma. A six-episode series focused on stigma in mental health was developed. The research used the pretest-posttest design to assess attitude changes.Portugal
13ENGNational intervention campaign to counter xenophobic rhetoric used for political gain in the build-up to the 2024 national elections in South Africa.Xenophobic and anti-immigrant sentiment is currently being mobilised in South Africa for political gain. New political formations such as Action SA, the Patriotic Alliance (PA) and Put South Africans First (PSAF), have mobilised rhetoric that scapegoats immigrants- through mis- and disinformation and distortion of narratives - to garner political support.South Africa
14ENGViolence isn't me ... I am greater' violence reduction campaignA violence reduction campaign, across Greater Manchester, UK focusing on bystander theory.

The campaign aimed to increase the number of ‘active bystanders’, who act when they witness low-level negative behaviours, to stop violence before it starts and contribute to long-lasting attitudinal and behaviour change.
15ENGGender-Based Violence Reduction Campaign - #IsThisOk?Greater Manchester’s Gender-Based Violence Strategy was launched in 2021, with public engagement a priority. #IsThisOK? is a multi-platform campaign across TV, out-of-home, social and digital via an innovative storytelling strategy designed by rigorous research of the target audience.UK
16ENG‘Wear Real’ counterfeit football shirt prevention, World Cup 2022This UK-wide campaign aimed to raise awareness of counterfeit football shirts in the lead up to the FIFA World Cup 2022 in QATAR, and their links back to organised crime groups. It educated and discouraged consumers from buying these products, both knowingly and unknowingly, with insight-driven creative messaging.UK
17ENGConsumer Attitudes towards Reusable/Refillable product packagingCampaigning to stop plastic pollution at the source, this project was designed to scale uptake of refill and reuse behaviours. In-depth research to further understand the consumer drove recommendations to facilitate behaviour change.  This was applied to campaigning work and shared with businesses to increase uptake of reuse and refill.UK
18ENGEquipping public health communication officers in Africa to increase efficiency and potency of field-related marketing products through the use of a free, user-friendly graphic design platform (Canva)Equipping communications officers with graphic design skills through utilizing user-friendly, free or low-cost platforms such as Canva allows the tacit and implicit project knowledge the CO has to inform marketing and design products that consequently benefit project outcomes quickly and effectively.USA
19ENG'Tech Care': Preventing Technology Facilitated Gender Based Violence in Northern IraqExploring a multimedia prevention-based approach to addressing and reducing Technology-Facilitated Gender-Based Violence (TFGBV). By addressing root causes and strengthening support for survivors of TFGBV, the intervention creates a strong social deterrent by instilling a collective sense of moral responsibility within the community to foster protective and positive online social norms.Jordan
24ENGReducing the spread of misinformation through short social media videos: Evidence from an online randomised controlled trialThis study counters disinformation about sexual and reproductive health education (SRHE) using behavioral science and a Fact-Alert-Myth-Refutation-Fact framework. An online trial involving 4,007 Peruvian parents and teachers found the treatment reduced intention to share SRHE misinformation by 9% and increased support for SRHE in schools by up to 18%.Mexico
25ENGCan behaviorally informed TikTok videos shift sexual and reproductive health and teen dating violence behaviours and knowledge? A randomised controlled trial in El SalvadorEl Salvador's youth faces high rates of intimate partner violence (IPV) and teenage pregnancy, while having limited access to sexual/reproductive health (SRH) and support services. In partnership with ISDEMU and the IADB, we created short TikTok-style videos aiming to enhance their online help-seeking intention, knowledge, attitudes, and safety behaviors.Mexico
28ENGCo-creating insights for a new social emotional learning program for Australian primary schoolsSocial emotional learning (SEL) skills can help children cope with adverse experiences like bullying and emotional distress.

This paper describes the co-creation activities used to start designing an SEL program to empower primary school teachers by providing them with engaging gamified resources that teach children SEL skills.
29ENGSocial media-based behavioural design intervention to battle social isolation among female Filipino students from public schoolsThe sandbox project shifted the application of behavioral interventions to peers of socially isolated students instead of the students themselves. Results showed that through the collective use of the prototypes, peers were able to increase reaching out attempts to friends. Scaling similar behavioral approaches can help with digital mental health.Philippines
30ENGCaring to Escape Food Poverty: The Food Well-Being Resilience among Low SES Families in a Crisis ContextThis research investigates how the pandemic crisis has affected the food well-being (FWB) of low SES families. Our findings reveal three phases that constitute the resilience process of the families’ FWB system and lead to a conceptual model of the FWB resilience process anchored in the ethics of Care.FRANCE
35ENGSocial Media and Intersectionality in Trinidad and Tobago - Implications for Critical Social MarketingThis research employs an intersectional lens to investigate how gender dynamics shape Social Media Influencers' (SMIs') content during Trinidad and Tobago's Carnival. Using Feminist Critical Discourse Analysis, the study reveals SMIs' emancipatory strategies that challenge societal norms. The study underscores the significance of integrating intersectionality into Critical Social Marketing strategies.Australia
36ENGNurture Early for Optimal Nutrition (NEON): Findings from East London's Randomised Controlled Trial (RCT) using Women led Participatory-Learning Approaches (PLA) to optimise nutrition among 0-2 year olds.The Nurture Early for Optimal Nutrition (NEON) programme targets South Asian families using Participatory Learning and Action  to optimise infant feeding, care, and dental hygiene practices. It evaluates the feasibility of conducting a full-scale randomised controlled trial comparing PLA to usual care among SA infants (<2 years) in East London.UK
38ENGImproving the lives of babies and children in Mozambique through = integrated Social MarketingExplore our journey addressing child malnutrition through social marketing in Mozambique. Learn from our research, challenges, and innovative solutions to foster healthier eating habits and behaviors.Jordan
43Using WhatsApp to Meet a Critical Communication Gap for More Effective Community-based, Priority Zoonotic Diseases Surveillance in KenyaThis poster aims to show the use of the WhatsApp platform by community mobilizers (CMs), and community disease reporters (CDRs) for real-time surveillance of priority zoonotic diseases in border counties of Kenya.Kenya/Somalia
44ENGProviding a digital alert and community feedback tool by utilizing an open-source data collection platform)(Kobo collect) alongside social mobilization efforts to advance a Rift Valley fever outbreak response in Mandera County, Kenya.The aim is to show how digital community feedback mechanisms and social mobilization can positively impact the health of remote, mobile, andKenya
45ENGRedefining Influencers: Mobilising Filipino Mothers to Champion Rights-Claiming Behaviours in the CommunitiesThis project sought to encourage rights-claiming behaviors in Filipino communities, including both affiliated and unaffiliated mothers, through behaviorally designed solutions. It emphasized fostering discussions that link everyday needs with human rights principles and explored various messaging strategies to engage the "movable middle" in terms of human rights awareness and engagement.Philippines
48ENG‘Nudge to Vote’: A Gentle Push for Voter Registration in the PhilippinesThe poster presents an innovative approach to encouraging voter registration among Filipino youth in preparation for the 2022 National Elections. The study's findings indicate significant improvements in voter registration rates and offer recommendations for enhancing campaign efficacy, emphasizing early release, increased reach, and the importance of packaging interventions.Philippines
49ESPYoung Activists Perceptions on Pro-Environmental Behaviour Change: a Social Marketing Perspective20 mUruguay
50ENGStop COVID-19 In Our Community: A Vaccine Awareness CampaignOGG launched a digital health campaign called Stop COVID-19 In Our Community to promote vaccination in preparation for the winter holidays, and provide scientifically sound information on infectious disease prevention despite misinformation and political devisivness. SCOC targeted adults ages 21-45 in seven American cities and had 40.78 million impressions.USA
51ENGLeveraging Behavioural Communication Interventions to Nudge Condom Use & Discussions among Filipino Male YouthThe project aims to enable conversations about safe sexual activities and condom use among sexually active male adolescents. The study involves behaviorally-informed communication prototypes, addressing gaps in intention-action, normalizing conversations, and promoting privacy. The project's success is indicated by increased conversations and condom usage among participants.Philippines
52ESP"Más vacunados. Más protegidos": Understanding barriers and insights to develop an SBCC campaign to increase COVID-19 vaccine uptake and preventive measures among urban youth in GuatemalaIn 2021, the Pan American Social Marketing Organization (PASMO) was tasked to help increase increase COVID-19 prevention measures and vaccine uptake among urban youth in Guatemala to contribute to the national COVID-19 communications and vaccination plans. This presentation will explore the co-development process with youth and results.Guatemala
53ESP“La Vida Continua… Toca Cuidarnos” Campaña de comunicación para el cambio social y de comportamiento para la prevención y respuesta al COVID-19 en NicaraguaLa campaña “La Vida Continua… Toca Cuidarnos” tiene un enfoque basado en el cambio de comportamiento con mensajes que abordan la prevención ante el COVID-19 y sus variantes: (lavado de manos, uso de mascarilla y distanciamiento). Además, contiene mensajes para aumentar la demanda de vacunación, incluyendo el desmantelamiento de mitos.Guatemala
54ENGStop COVID-19 In Our Community: A Vaccine Awareness CampaignOGG launched a digital health campaign, Stop COVID-19 In Our Community, to promote vaccination in preparation for the winter holidays, and provide scientifically sound information on infectious disease prevention despite misinformation and political divisiveness. SCOC targeted adults ages 21-45 in seven American cities and had 40.78 million impressions.USA
55ESPCampañas sociales para la generación de impacto y cambio de comportamiento en la seguridad vial: Análisis  de caso de la campaña “No es un accidente” en Quito.Cada año mueren 1.3 millones de personas por siniestros de tránsito en el mundo. En Quito se desarrolló la campaña “No-es-un-accidente” en donde el 84% de las personas que vieron el anuncio intentaron no exceder el límite de velocidad. Este artículo analiza resultados en el cambio de comportamiento ciudadano post-campaña.Ecuador
56ESPLanzamiento de “Manu”, el primer ChatBot en Centroamérica, enfocado en el abordaje de temas de salud sexual y prevención del VIH.Durante este taller, la audiencia conocerá el proceso de creación, lanzamiento y resultados del primer ChatBot en Centroamérica enfocado proveer información y facilitar el acceso a servicios de Salud Sexual y VIH a población clave, y discutirá cómo este tipo de herramientas pueden ampliarse o aprovecharse en otras problemáticas sociales.Guatemala
57ENGPeople Powered Design: Building Agency, Building PowerDiscover the potential of the "People-Powered Design Process" and how it is a transformative social marketing and behavioral change tool. Through an interactive and experiential workshop, participants are introduced to practical strategies for creating empowering campaigns using citizen insights, participatory methods, and action-research approaches.Curca
58ESPAnálisis de la campaña llevada a cabo en Ecuador “Baja la Velocidad, tu familia espera” sobre la generación de impacto, recordación, percepción y cambio de comportamiento en el factor de velocidad en la vía.En Ecuador la Agencia Nacional de Tránsito junto con Vital Strategies desarrolló la campaña “Baja la Velocidad, tu familia espera” que muestra la afectación de las familias por las consecuencias mortales del exceso de velocidad e insta a los conductores a reducir la velocidad. El caso analiza los resultados de-la-campañaEcuador
60ESP“Providing a Complete Digital Experience to the User: HIV Prevention Interventions in Central America”Digital technology and social media are widely used by young population, including key populations in Central America. We need to think digital:  as a result, PASMO implements HIV  prevention, care & treatment interventions transfering  the entire user journey to the digital approach:  Cyber-educators,  telemedicine, virtual follow up, E-learning for providers.Guatemala
61ENGConserving wildlife through sustainable consumption: the three social marketing case studies in the urbanised areas of Brazzaville, Ouesso and Pokola (The Republic of Congo).Preliminary results and challenges of the three social marketing campaigns implemented in the northern Congo urban areas of Brazzaville, Ouesso and Pokola will be presented. The campaigns aim at changing the behaviour of urban population to reduce bushmeat consumption by increasing alternative consumption of domestic and home-growing proteins.Congo
62ENGHarnessing the Power of Behavior Change for promoting sustainable wildlife management in Congo, Guyana, and MadagascarThis session aims to discuss the strategies and approaches used in social marketing campaigns to promote sustainable consumption of wild meat. The session will share the specific objectives, challenges, and lessons learned from three BC campaigns implemented in the Republic of Congo, Guyana, and Madagascar.Rwanda
63ENGCo-creating value: reflections on a multi-method co-creation phase to improve river health in AustraliaCo-creating solutions are needed to establish common interest and deliver understanding of widely supported actions. This engaging session demonstrates how five co-creation activities were undertaken with diverse stakeholders, drawing on multiple methods and theories, to identify actions for river health in Australia.Australia
64ENGNo Bat, No Me: Co-creating an Approach to Reduce Human-bat ConflictThis presentation will explain how the Co-create, Build and Engage process was used to develop a social marketing program that could implemented by Byron Shire Council to effectively engage the community to achieve a reduction in human-bat conflict in the Byron Shire Council area.Australia
65ENGThe Theory Card Sorting Activity: A tool to increase theory application in social marketingTheory provides a roadmap that others can follow. This workshop will show you how to apply theory to your interventions and evaluations. In this workshop you'll learn how to apply the Theory Card Sorting Activity (TCSA) to test whether your intended theory ideas are evident in interventions and evaluations.Australia
66ENGSupporting CALD Australians to be empowered energy consumersThis paper presents the findings and social marketing recommendations from a project aiming to support CALD Australians to be empowered energy consumers. We draw upon conceptual ideas from narrative theory and intersectionality and a three-stage research project featuring narrative text analysis, ethnographic research with CALD energy consumers, and co-design.Australia
67ENGThe process of co-designing messages to improve COVID-19 vaccine uptake via a national mHealth intervention in ColombiaA four-phase methodology to co-design evidence-based audio messages to increase vaccination uptake among adults in Colombia will be presented. Three categories (intervention arms) of audio-messages were co-developed: (1) factual messages, (2) narrative messages, and (3) mixed messages, with a fourth arm for control without a message was proposed.Colombia
69ESPMedellín´s women's active mobility profile using transport meansCities are implementing strategies to prioritize sustainable and inclusive mobility.We mae a marketing study in Medellin to understand mobility experinces using a transformative marketing approach in a mixed-methodology.
The results provide insights into users' perceptions and experiences providinge insights to promote sustainable and inclusive mobility solutions for public policies.
70ESPImplementation of a salt substitute intervention using social marketing in resourced-limited communities in Peru: a process evaluation studyThis study is a process evaluation that identified aspects of intervention components that enabled a successful trial. The social marketing campaign succeeded in incorporating the salt substitute into the day-to-day cooking by participants in the intervention villages.Peru
71ENGCo-creation approach to develop complex interventions in low-and middle-income countriesThis study shows the implementation of a method to co-create interventions to address the complexity of chronic disease management at the Primary Health Care level in rural areas of Low- and Middle-Income Countries.Peru
72ESPRevisión de programas sobre mercadeo social y comunicación para el desarrollo sostenible, cambio de comportamiento y social en América LatinaPresentar resultados sobre un estudio que examina la oferta formativa  de universidades de América Latina sobre mercadeo social, comunicación para el desarrollo, cambio de comportamiento y social, y economía comportamental.Colombia
73ENGUnlocking Teacher Insights-Exploring the Transformative Effect of Blurred Minds AcademyResearch reveals teachers' limited involvement in alcohol, vaping and drug prevention program design. This study evaluates the "Blurred Minds Academy," an online platform for high school substance education. Findings discuss implementation challenges, teacher effects, and emphasize co-creating platforms with teachers for more impactful alcohol, vaping and drug education.Australia
74ENGREmoving the MArketing Power of cigarettes (REMAP)This session will cover an on-going case study exploring the marketing of flavour cigarettes in Argentina, Guatemala, Mexico and Peru, how adolescents view these, and what are termed ‘dissuasive cigarettes’, which are cigarettes designed to be visually unappealing. It will also cover capacity building.United Kingdom
75ENGStrengthening capacity and engagement of private providers including SMOs to ensure sustained access to and use of primary care among Afghan women and poor in a fragile country.War, conflicts, challenging cultural norms, a crippled public health system due to global sanctions, make Afghanistan significantly fragile and vulnerable. The session demonstrates how USAID's Local Health System Sustainability project is restoring primary care and SBC initiatives addressing gender and social inequity through local private providers and social marketing organizations.Afghanistan
76ENGRestoring Reproductive Health Choices in Afghanistan among women and urban poorTwin shocks of COVID-19 and political and economic catastrophe in Afghanistan hampered supply of vital health products, threatening the health and lives of women and children. The poster demonstrates how USAID's Local Health System Sustainability (LHSS) project restored supply and strengthened resilience and sustainability of the leading social marketing organization.Afghanistan
77ENGValue Co-Creation in Social Marketing: Micro, Meso and Macro Well-being Consequences of Sustainable Agriculture Actor EngagementThe study focuses on the role of participation and wellbeing as a result of actors' co-creation of value in sustainable agricultural services. It aims to reveal the drivers of value co-creation, determinants and the wellbeing implications of sustainable agriculture engagement are explored in micro, meso and macro dimensions.Türkiye
78ENGReducing Urban Wildmeat Consumption of Young Women in Kinshasa: Fostering Social Transformation in Central AfricaThis session aims to share results and lessons learned from the "Yoka Pimbo!" BC campaign. This campaign reframes conservation through the promotion of an urban conservation movement by inviting people in Kinshasa to reduce their wild meat consumption while still savoring the delights of Congolese cuisine, of course, wild meat-free.Rwanda
79ENGMaximizing Impact: Enhancing a Digital Solution for Alcohol Harm PreventionThis session explores the impact of digital platforms and technology on social behavior, focusing on the e-SBI platform for behavior change in alcohol harm prevention. Participants discuss user needs, content enhancement, user experience, behavioral science, and social marketing integration to optimize digital solutions.Brazil
80ESPEstudio de caso las Amigas de Liz: Uso de la fuerza de ventas en mercadeo social para introducir un sustituto de la sal en Perú.Al norte de Perú hay preocupaciones sobre la salud cardiovascular debido al alto consumo de sodio. Para abordar esto, "Amigas de Liz" presentó la "sal de Liz", con menos sodio y más potasio, y promovió su uso con divertidas campañas. Resultado, cambiaron preferencias y la salud comunitaria mejoró.Lucero
81ESPConectando a los no conectados. Los desafíos para lograr un 100% de conectividad al alcantarilladoUn problema cuando se construyen servicios de alcantarillado es el bajo nivel de conectividad de las familias, arriesgando salud, ambiente, valor de la vivienda y calidad de vida. Mostramos un modelo para el cambio de comportamiento que ha sido ensayado en cuatro estudios de casos rural y urbano en Perú.Perú
82ESPCambios de comportamiento, factor clave para reducir los accidentes de tránsitoEl taller buscará fortalecer la habilidad de los participantes para realizar diagnósticos orientados a formular planes de mercadeo social, enfatizando la identificación de problemas sociales, problemas de mercadeo social, causas de comportamiento y públicos involucrados. Se abordará el caso de los accidentes de tránsito. Se emplearán métodos interactivos y colaborativos.Perú
83ENGSystems Thinking and Social Marketing to Reduce InequitiesThere are opportunities for accelerating population health impact and reducing health disparities by bringing together methods from social marketing and community-based system dynamics. This session will describe the design of a new consultancy service to be offered to clinical and translational research teams, with opportunities built-in for attendee input.USA
84ESPAspectos claves en una investigación cualitativa durante contextos de emergencia: Perú en segunda y tercera ola COVID-19 y en epidemia  de viruela símica.Aspectos claves y oportunos considerados en tres estudios cualitativos en contexto de emergencia, que apoyaron en respuesta sanitaria y la propuesta de mercadeo social para construir confianza y credibilidad: dos estudios sobre COVID19 para conocer necesidades y expectativas respecto a una nueva vacuna y otra Mpox conocer percepciones población vulnerable.PERU
85ENGAn Experimental Investigation into the Impact of Fear Appeal Advertisements Tailored Against Marijuana Consumption on Behavioural Intention among Young Adults.This working paper is the second phase in an exploratory sequential mixed methods design study which seeks to explore how testimonial fear appeal ads in the form of film and animation, and type of threat would influence behavioural intention with regard to marijuana consumption among young adults.South Africa
86ESP“MUJERES EN EL CAMPO”: PROPUESTA CO-CREATIVA DE APROPIACIÓN SOCIAL DE CONOCIMIENTO EN SANEAMIENTO BÁSICO PARA LA ZONA RURAL DE MATANZA – SANTANDERLa ponencia muestra el proceso de investigación de la UPB- Bucaramanga y mujeres campesinas del municipio de Matanza, Santander (Colombia), en relación con las problemáticas ambientales de la zona.
La experiencia logró diálogo directo, claridad de conceptos, recordación y recopilación de saberes.
“Mujeres en campo” fue un producto de co-creacición.
91ESPCo-creación de una intervención para implementar un dispositivo multiparámetro de punto de atención para enfermedades no transmisibles en establecimientos del primer nivel de salud en PerúThe presentation will show the experience of conducting a co-creation process of strategies for implementing a point-of-care device for chronic diseases at the primary level of healthcare in Peru. The process included two co-creation sessions with community members, health personnel and regional health decision-makers.Peru
92ENGThe global scale-up of evidence-based public health interventions for the prevention of harmful alcohol use: the digital imperativeThis session covers the role social marketing interventions play in the progress towards theGSDG agenda of tackling harmful alcohol use globally.It'll specifically focus on the expansion of screening and brief intervention in Mexico,Brazil,South Africa and Zambia. The session also expands on the role digital innovation plays in supporting further expansion.USA
93ENGAddressing Harmful Alcohol Use: Insights from the AB InBev Foundation's Escalemos Screening and Brief Intervention Program in ZacatecasWe discuss AB InBev Foundation's initiative called Escalemos, which is a Screening and Brief Intervention (SBI) that aims to reduce harmful alcohol use in Zacatecas, Mexico, and beyond. It is an evidence-based program to identify and address excessive alcohol consumption and comorbid depressive symptoms. It has reached over 150,000 individuals.MEXICO
94ENGFostering Safer Drinking Practices through Responsible Beverage Service Implementation in MexicoWe discuss the "Responsibility Challenge" initiative in Zacatecas, Mexico, which is part of AB InBev's Global Smart Drinking Goals program, which aims to reduce the harmful use of alcohol by implementing Responsible Beverage Service (RBS) programs that focus on training alcohol service staff, compliance checks and communication.MEXICO
95ENGA Community-Centered Approach to Rethink HIV Social Marketing in the USIn this session, researchers will dive into an innovative HIV social marketing campaign that established a baseline understanding of risk and increased the relevance of this information among audiences affected by HIV/AIDS. You’ll learn how to combine data-driven, personally relevant messaging with community mobilization to empower audiences to take action.US
97ENGAre We Prioritizing Mental Health? How to Craft Communications to Destigmatize Mental Health ChallengesMental health campaigns often fail because they’re too general and don’t address the real barriers to support-seeking our audiences face. In this presentation, experts will share evidence-based research, an effective social marketing framework, and case studies to help you create mental health campaigns that have a lasting impact.US
98ENG'Social Capital and Gambling Risk Perception' A social marketing dilemmaThis qualitative study explores how women aged 50+ years perceive the risks involved in recreational gambling, and the influence that social capital has on these perceptions. The risk perception attitude framework along with  social capital paradigms frame the study. Implications are intended to inform social marketing theory and praxis.New Zealand
100ENGYouth Vaping Prevention Strategies That WorkTeen vaping challenges 30+ years of tobacco prevention progress. In this session, behavior change expert Jeff Jordan will examine research from 15 U.S. states to identify at-risk teens and reveal strategies that motivate them to reconsider their behaviors. Learn from diverse case studies and revolutionize teen vaping prevention campaigns.US
101ESPApplication of Social Marketing to Prevent Non-Communicable Chronic Disease Risk Factors.Non-communicable diseases (NCDs) are the leading cause of death worldwide, but they can be prevented by reducing key behavioral risk factors: tobacco use, harmful alcohol consumption, unhealthy eating, and physical inactivity. The Pan American Health Organization (PAHO) offers a virtual training course in social marketing to enhance technical skills in designing, implementing, and evaluating effective public health campaigns.
103ENGChildren serve as a gateway for the transmission of cultural and societal norms.Socially designed programs spotlight cultural transformation efforts in the region, aiming to empower girls. Central to this mission is parental involvement, primarily mothers, in their children's education. Innovative strategies, like monthly meetings and the Mother-A-Teacher Program, have produced desired outcome, signaling progress towards a more equitable society.Pakistan
104ENGCrowdsourcing as a tool for social marketing research – experiences from a nutrition project in Indonesia and KenyaEffective social marketing relies on data-driven decision-making. This session highlights how a global nutrition nonprofit utilized crowdsourcing technology for rapid data collection from local citizens in Indonesia and Kenya. The session will highlight how social marketing programs can use crowdsourcing to conduct retail audits, administer surveys, and map vendors.United States
105ENGSBI Brazil: Implementing primary health care-based screening and brief advice program for heavy drinking in BrazilThis case study addresses alcohol consumption as a global health risk, focusing on Brazil and the "SAFER Initiative." It discusses challenges in implementing SBI programs, highlights a 6-year project history, including adaptation to COVID-19 with Tele-SBI, and introduces SBI in a digital solution. Emphasizes stakeholder engagement and protocol development.Brazil

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