An event to bring together anyone working to encourage and enable positive health, social and environmental change.
THE FULL BREAKOUT SESSION SCHEDULE WILL BE LIVE FROM FRIDAY 29 SEPTEMBER
PROGRAMME
WEDNESDAY 1 NOVEMBER > PRE-CONFERENCE WORKSHOPS
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.
WEDNESDAY 1 NOVEMBER > WELCOME RECEPTION
All conference delegates are invited to attend the conference welcome reception. Come down to the main conference exhibtion and networking area at Hotel Spiwak 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 5.30 pm.
THURSDAY 2 NOVEMBER > CONFERENCE DAY ONE
MORNING SESSIONS
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).
OPENING KEYNOTES
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
10.00 - 10.30 > POSTER PRESENTATIONS, NETWORKING & COFFEE
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.
10.30 - 12.30 > MORNING BREAKOUT SESSIONS
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.
THE FULL CONFERENCE TIMETABLE WILL BE LIVE FROM 29 SEPTEMBER
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
Panellists
- Lynda Bardfield, Creative Conscience & Tufts University School of Medicine, USA
- Amanda Ferrand, PSI, USA
- Denisse Blanca Amores, CEMEX, Mexico
12.30 - 1.30 > LUNCH & NETWORKING
1.30 - 3.30 > AFTERNOON BREAKOUT SESSIONS
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
Panellists
- Eugenia D'Angelo - Argentina / France
- Dr . María Amalia Pesantes Villa -Peru / United States
- Dr. Camilo Pérez - Colombia
- Dr. Nadia Zainuddin- Singapore / Australia
3.30 - 4.00 > COFFEE & NETWORKING
4.00 - 5.15 > END OF DAY PLENARY & KEYNOTES
4.00 – 4.30 > KEYNOTE
Using Lived Experiences to Achieve Equitable Behavior Change
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.
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
FRIDAY 3 NOVEMBER > CONFERENCE DAY TWO
9.00 - 10.00 > MORNING PLENARY PANEL
During this breakout session we will host 18 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.
THE FULL CONFERENCE TIMETABLE WILL BE LIVE FROM 29 SEPTEMBER
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
This panel will be conducted in Spanish language and brings together diverse voices to share their experiences and perspectives advancing social cohesion for peacebuilding in Colombia. Through an engaging dialogue panellists will share insights about their participation in initiatives implemented in diverse rural and urban territories, some affected by the armed conflict. Panellists will share how by addressing the roots of inequities and inequalities, and working in articulation with affected communities, civil society, the government, and the private sector they are fostering behaviour and social changes for a more cohesive and peaceful society.
Chair: Carlos Fernando Valencia Peñuela, Associate Professor, School of Advertising, Universidad Pontificia Bolivariana (UPB)
Panellists
- Jair Vega Casanova, Professor of social communication at the Universidad del Norte, Colombia
10.00 - 10.30 > COFFEE & NETWORKING
10.30 - 12.00 > MORNING BREAKOUT SESSIONS
During this breakout session we will host 17 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.
THE FULL CONFERENCE TIMETABLE WILL BE LIVE FROM 29 SEPTEMBER
This round of breakout sessions will also host the following panel session:
Thinking Inside the Box: How to embed and Institutionalize Social Marketing Within Various Organizational Structures
This session will explore ways in which social marketing is viewed and applied in different types of organizations, with the goal of eliciting insights, challenges, and lessons learned that can be applied across government, multilateral, non-profit and commercial entities. Dr. Aya Pastrana will begin by sharing recent research that has been published on this topic. Dr. French will share experiences integrating social marketing in various governments at the federal level. Mr. Schneider will discuss how social marketing fits within the SBC portfolio in USAID’s Bureau for Global Health, especially given the ongoing COVID-19 pandemic, and Ms. Pulido will discuss how social marketing principles are applied in Save the Children Colombia’s work. Much of that work addresses emergency needs and relates to the WSMC theme of ‘Equity and Equality – Fostering Societal Transformation through Behavioral Influence’. One of the session goals is to identify action items and solutions that different types of organizations can use to institutionalize social marketing concepts and tools.
Chair: Gael O’Sullivan, MBA – Adjunct Professor of Social Marketing, Georgetown University and founding board member, International Social Marketing Association
Panellists
-
Dr. Nathaly Aya Pastrana
Founding President, IMEK Research Center in Marketing & Development.
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 Brighton University and CEO Strategic Social Marketing
-
Anton Schneider, Social and Behavior Change (SBC) Advisor (tbc), US Agency for International Development (USAID)
-
Diana Pulido, Sr. Health & Nutrition Technical Expert - Save the Children, Colombia.
12.30 - 1.30 > LUNCH & NETWORKING
1.00 - 2.30 > AFTERNOON PLENARY
1.00 - 1.30 > KEYNOTE
Towards transdisciplinary behaviour and social change?
In this keynote presentation, Prof. Ross Gordon 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.
Prof. Ross Gordon, Professor, School of Advertising, Marketing and Public Relations, QUT Business School, Australia
Ross Gordon is a Professor at Queensland University of Technology. He focuses on social issues and behaviour and social change, through a critical, reflexive, and multi-perspective lens. Ross currently serves on the WHO Technical Advisory Group on Behavioural Insights and Sciences for Health, and is a member of the management committee of the QUT Centre for Justice. He works on various behaviour and social change issues including non-communicable diseases, Covid-19, energy hardship and energy efficiency, climate action and environmental sustainability, alcohol, gambling, tobacco control, mental health, workplace bullying, and critiques of neoliberalism. Ross has been a principal or named investigator on projects attracting over $8.3m in research funds. He has published over 100 academic journals, book chapters and conference papers and a leading book: Strategic Social Marketing: For Behaviour and Social Change published by SAGE. Ross also enjoys playing and watching football, and is a techno DJ.
1.30 - 2.30 > AFTERNOON PLENARY PANEL
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
Panellists
- Maria Amalia Pesantes, MA, MPH, PhD, Medical Anthropologist & Assistant Professor Dickinson College, USA (Will present virtually - tbc)
- Adelaida Trujillo, Director Fundación Imaginario & Citurna Productions, Colombia
- Raquel Schlosser, PhD, Clinical Psychologist & Founder/Director of The Institute for Transgenerational Studies, Mexico
2.30- 2.45 > SHORT BREAK
2.45 - 4.15 > AFTERNOON BREAKOUT SESSIONS
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.
THE FULL CONFERENCE TIMETABLE WILL BE LIVE FROM 29 SEPTEMBER
4.30 - 5.00 > CLOSING PLENARY & BEST PAPER PRESENTATIONS
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.
CONFIRMED SESSIONS
| Submission Number | Session Language | Session Title | Summary | Country |
| 2 | ENG | “When Less is More”: An analysis of influencer marketing framing strategies and online engagement in the #deinfluencing campaign | Our 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 |
| 3 | ENG | Social media videos to promote legal compliance for sustainable hunting and wildmeat choices | An overview of campaign research and development with preliminary evaluation will lead a discussion on social media campaigns for conservation. | Colombia |
| 4 | ENG | ‘Keep the Rupununi Wild’ - Wildlife-friendly tourism in the Rupununi, Guyana, South America | This 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. | Guyana |
| 5 | ENG | Empowering Women to Make Meaningful Family Planning Decisions: A Case Study of the Innovative Secure Salon Project | The 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 |
| 9 | ENG | Case Study Journey to inclusion: designing a comprehensive Social and Behavioural Change communications Strategy for Enhancing Service Access for Venezuelan Refugees and Migrantes | To improve the access of Venezuelan refugees and migrants to the services provided by UNHCR, MAGENTA designed an SBC communications strategy that aims to address disinformation and provide migrants and refugees more opportunities to integrate into the community. We focused on 4 sectors: Education, Access to Documentation, Protection, and Livelihoods. | JORDAN |
| 11 | ENG | Men with Type II Diabetes in Peru: A Family Health Experience | This 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 |
| 12 | ENG | I 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 |
| 13 | ENG | National 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 |
| 18 | ENG | Equipping 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. | United States of America |
| 19 | ENG | 'Tech Care': Preventing Technology Facilitated Gender Based Violence in Northern Iraq | Exploring 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 |
| 23 | SPA | Diseño de una intervención de mercadeo social sobre la reducción del consumo excesivo de sal/sodio en la población adulta de Costa Rica para la prevención y control de la hipertensión arterial y otras enfermedades no trasmisibles asociadas | Se describe el diseño de una intervención de mercadeo social sobre la reducción del consumo excesivo de sal/sodio de Costa Rica para la prevención y control de la hipertensión arterial y enfermedades no trasmisibles. Promueve la alimentación natural baja en sodio en madres de niños en edad escolar y cuidadores. | Costa Rica |
| 28 | ENG | Co-creating insights for a new social emotional learning program for Australian primary schools | Social 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. | Australia |
| 29 | ENG | Social media-based behavioural design intervention to battle social isolation among female Filipino students from public schools | The 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 |
| 30 | ENG | Caring to Escape Food Poverty: The Food Well-Being Resilience among Low SES Families in a Crisis Context | This 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 |
| 35 | ENG | Social Media and Intersectionality in Trinidad and Tobago - Implications for Critical Social Marketing | This 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 |
| 36 | ENG | Nurture 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 |
| 39 | ENG | Impact evaluation of a smoking cessation intervention (A case of Nottingham City, UK) | The incentive scheme impacts by establishing knowledge exchange and learning processes between various stakeholders to aid future decisions, removing barriers such as the stigmatisation of smoking when pregnant, and enabling pregnant people to make informed decisions for successful behaviour change. | UK |
| 42 | SPA | Young Activists Perceptions on Pro-Environmental Behaviour Change: a Social Marketing Perspective | How youth ecological movements understand and define environmental problems, what beliefs they hold regarding the behaviour change to respond to the climate crisis. This study analysis focus groups members of youth organizations working for environmental sustainability in Uruguay. It could signal a route to help organizations embrace behaviour facilitation strategies. | Uruguay |
| 43 | ENG | Using WhatsApp to Meet a Critical Communication Gap for More Effective Community-based, Priority Zoonotic Diseases Surveillance in Kenya | This 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 |
| 44 | ENG | Providing 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, and | Kenya |
| 46 | ENG | Social Marketing From the Inside Out: Change the Rules to Change the World | How can social marketing concepts be leveraged to further reconciliation? Our work with Indigenous class action settlements depends on social marketing methodology to push systemic change. Influencing systems to facilitate change may seem like inside out thinking, but success depends on trust so claimants engage with the class action. | Canada |
| 48 | ENG | ‘Nudge to Vote’: A Gentle Push for Voter Registration in the Philippines | The 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 |
| 50 | ENG | Stop COVID-19 In Our Community: A Vaccine Awareness Campaign | OGG 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 |
| 51 | ENG | Leveraging Behavioural Communication Interventions to Nudge Condom Use & Discussions among Filipino Male Youth | The 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 |
| 52 | SPA | "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 Guatemala | In 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 |
| 53 | SPA | “La Vida Continua… Toca Cuidarnos” Campaña de comunicación para el cambio social y de comportamiento para la prevención y respuesta al COVID-19 en Nicaragua | La 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 |
| 54 | ENG | Stop COVID-19 In Our Community: A Vaccine Awareness Campaign | OGG 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 |
| 55 | SPA | Campañas 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 |
| 56 | SPA | Lanzamiento 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 |
| 57 | ENG | People Powered Design: Building Agency, Building Power | Discover 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 |
| 58 | SPA | Análisis 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-campaña | Ecuador |
| 60 | SPA | “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 |
| 61 | ENG | Conserving 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 |
| 63 | ENG | Co-creating value: reflections on a multi-method co-creation phase to improve river health in Australia | Co-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 |
| 64 | ENG | No Bat, No Me: Co-creating an Approach to Reduce Human-bat Conflict | This 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 |
| 65 | ENG | The Theory Card Sorting Activity: A tool to increase theory application in social marketing | Theory 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 |
| 66 | ENG | Supporting CALD Australians to be empowered energy consumers | This 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 |
| 67 | ENG | The process of co-designing messages to improve COVID-19 vaccine uptake via a national mHealth intervention in Colombia | A 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 |
| 68 | SPA | Prácticas culinarias y conductas de los progenitores costarricenses respecto al uso y consumo de la sal/sodio y su asociación con la ingesta de sal/sodio de sus hijos | Se analizan las prácticas culinarias y conductas de las familias y su asociación con la ingesta de sal/sodio de sus hijos como insumo para el diseño de intervenciones de mercadeo social. Los resultados justifican implementar el plan nacional de mercadeo social, el cual considera las cuatro “P” en estas poblaciones. | Costa Rica |
| 72 | SPA | Revisión de programas sobre mercadeo social y comunicación para el desarrollo sostenible, cambio de comportamiento y social en América Latina | Presentar 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 |
| 73 | ENG | Unlocking Teacher Insights-Exploring the Transformative Effect of Blurred Minds Academy | Research 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 |
| 75 | ENG | Strengthening 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 |
| 76 | ENG | Restoring Reproductive Health Choices in Afghanistan among women and urban poor | Twin 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 |
| 80 | SPA | Estudio 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. | Peru |
| 81 | SPA | Conectando a los no conectados. Los desafíos para lograr un 100% de conectividad al alcantarillado | Un 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 |
| 82 | SPA | Cambios de comportamiento, factor clave para reducir los accidentes de tránsito | El 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 |
| 85 | ENG | An 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 |
| 86 | SPA | “MUJERES EN EL CAMPO”: PROPUESTA CO-CREATIVA DE APROPIACIÓN SOCIAL DE CONOCIMIENTO EN SANEAMIENTO BÁSICO PARA LA ZONA RURAL DE MATANZA – SANTANDER | La 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. | Colombia |
| 98 | ENG | 'Social Capital and Gambling Risk Perception' A social marketing dilemma | This 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 |
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