Head of Strategy, Public Health England
Founder of Grace + Grit Social Enterprise, Research Fellow and Lecturer, Griffith University
President and Executive Creative Director, Rescue
Strategy & Insight Lead - The Scottish Government
Deputy Head of Communications - The Scottish Government
Dr Abi Badejo is a Social Marketer driven by Social Justice and love of problem-solving. Abi specialises in formative research, design and delivery of social innovations that seek to address complex behavioural and social problems such as human trafficking, gender inequality, child health and safety, and WASH. Abi has led several behavioural change research projects funded by organisations including Diabetes Queensland, Queensland Health, Enhance Research, PHN Brisbane North, and UNICEF Malawi. She currently leads the research, design and delivery of a Community-based Social Marketing Program funded by the North Queensland Primary Health Network (NQPHN). Abi is also the Founder of Grace + Grit Social Enterprise, which connects human trafficking survivors and other vulnerable people with legitimate training and employment opportunities. Her award winning work has been published in national and international conference proceedings and peer-reviewed journals. Abi is also a Research Fellow and Sessional Lecturer in Marketing at Griffith University.
Jeff is President and Executive Creative Director of Rescue Social Change Group, a behaviour change marketing company. His passion for social change began in high school when he volunteered for an anti-tobacco group. Observing the lack of effective social marketing services, he started Rescue Social Change Group when he was 17 years old. While growing Rescue SCG, Jeff studied Marketing for his undergraduate degree and received a Master’s in Experimental Psychology from the University of California, San Diego. Today, Jeff has led Rescue SCG’s growth to five offices in the US and managing over two dozen behaviour change programs across North America, tackling issues such as tobacco, obesity and violence.
As Head of Marketing and Insight, Pauline is responsible for the strategic development and delivery of the Scottish Government’s social marketing initiatives, covering a breadth of policy areas including health, safety, education and climate change.
Originally from an advertising agency background, working with brands such as Heineken and Baxters, Pauline has been a practitioner of social marketing for 15 years. Her most notable work includes initiatives for Road Safety and Climate Change and her recent cross-topic, user-centric Parental Strategy for the Scottish Government.
In 2016 Pauline established the Strategy & Insight Team – an innovative new function within Communications at the Scottish Government. The team’s focus is to provide clear, actionable, insight to develop the most effective communications for audiences to maximise reach, impact, efficacy and return on investment and to implement robust evaluation.
Pauline was a keynote speaker at the UK Social Marketing conference in London and IPA Effectiveness Week in 2017. She was also awarded Marketing Star of the Year 2017 and is now the Chair of the Marketing Star Awards for 2018 and 2019. She currently sits on the Marketing Society Scotland council and is a mentor to many university students and young people.