Meet the Speakers

Edinburgh 2019

Keynote Speakers

Alex Aiken

Executive Director of Government Communications, UK Government

Alex Aiken is the Executive Director of Government Communications. Based in Downing Street and the Cabinet Office, Alex is the most senior communications professional in the Civil Service. His role covers government communications strategy, management of the Cabinet Office and No.10 operation and leadership of the profession.

He was Director of Communications & Strategy at Westminster City Council, 2000-13. At Westminster he built a team that was recognised to be the best in local government and created a successful consultancy operation providing services to other organisations.

Before joining Westminster he held senior posts at Conservative Central Office, leading the Party’s Campaigns Unit from 1999-2000 and the Press Office between 1995 and 1999. He has trained politicians and officials in newly democratic states around the world in communications techniques.

He lives in Pimlico, London with his family.

Ann Don Bosco

Head of Strategy, Public Health England

Ann Don Bosco is Head of Strategy & Planning at Public Health England. She leads on the strategy, insight and evaluation for behaviour change campaigns focused around a range of public health issues. During her time at Public Health England she has developed strategies for campaigns including Change4Life, talk to FRANK, Be Clear on Cancer and new campaigns on mental health, antimicrobial resistance and sexual health. She has pioneered new approaches to research and evaluation including neuro-testing, using A/B testing for randomised control trials and consumption studies. Campaigns she has planned and evaluated have won numerous awards including the Gold Civil Service Communication Award, the Gold Public Service Communications Award and Platinum and Gold international AMEC awards.

Prior to this Ann worked for the strategy consultancy, Good Business. Here she helped organisations such as Kellogg’s, Disney and 02 to increase the impact they create through aligning profit with social impact. She also led on a number of projects for the Gates Foundation and won the Gates Foundation’s Grand Challenges based on her new idea to prevent the spread of TB in South Africa.

Outside of work Ann set up her own campaign to tackle loneliness in big cities. For this she conducted new research, spoke publicly about the issue and inspired people to start up their own initiatives around the world. She is also a Trustee of the charity Economy which aims to make economics more understandable.

Bill Novelli

McDonough School of Business, Georgetown University

Bill Novelli is a professor in the McDonough School of Business at Georgetown University. He teaches corporate responsibility, business and public policy and nonprofit management. In addition, he is leading the Global Social Enterprise Initiative for the School. He is Co-Chair of the Coalition to Transform Advanced Care (C-TAC), a national organization dedicated to reforming advanced illness care by empowering consumers, changing the health care delivery system, improving public policies and enhancing provider capacity.

From 2001 to 2009, he was CEO of AARP, a membership organization of 40 million people 50 and older. Prior to joining AARP, he was President of the Campaign for Tobacco-Free Kids, served as Executive Vice President of CARE, the world’s largest private relief and development organization, and co-founded and was President of Porter Novelli, now one of the world’s largest public relations firms.

Bill is a recognized leader in social marketing and social change. He recently served on the Dominici-Rivlin Task Force on Debt Reduction and the Institute of Medicine Committee on the Future of Nursing. He serves on several corporate and nonprofit boards.

He holds a B.A. from the University of Pennsylvania and an M.A. from Penn’s Annenberg School for Communication, and pursued doctoral studies at New York University. He taught marketing management for 10 years in the University of Maryland’s M.B.A. program and also taught health communications there.

Dr Abi Badejo

Founder of Grace + Grit Social Enterprise, Research Fellow and Lecturer, Griffith University

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.

Dulce Espelosin

Senior Manager-Training. Rare, Mexico

15 year experienced Senior Trainer in the Social Marketing theory & practice. Demonstrated history of community outreach by working at 15+ different countries along Latinamerica, Mozambique, Philippines & the Caribbean.

Skilled in Nonprofit Organizations and Government, Leadership, Media Online & Offline training's, Motions, Communications, Research, Strategies for Impact, Project Plans Projections and Sustainability. Strong social connector between enterprises and communities.

Dulce is actually the Spanish language senior trainer manager for “Campaigning for Conservation” at Rare, which is a 10-day social mkt workshop for conservation solutions adoption across a spectrum of geographies and threats. Collaborations includes USAID, TNC, NCI, Peace Corps, IFOAM organics, IKI, BMU, CONANP & Manomet and Legado. Bachelor of science degree in Communications and Media Studies from Tecnológico de Monterrey with +10 years of TOP Facilitation experience.

Board Member and Mexico Director for SMANA, the Social Marketing Association of North America.

Dulce enjoys working with people and for the people at the communities and NGO levels to transfer tools, concepts and technologies of sustainability, behavior change and social marketing that benefits and impact in a greater social wellbeing.

Jeff Jordan

President and Executive Creative Director, Rescue

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.

Nicci Motiang

Strategy & Insight Lead - The Scottish Government

Nicci Motiang is currently on secondment as a Strategy & Insight Lead at The Scottish Government, working on a range of initiatives on diverse policy areas including Animal Welfare, Domestic Abuse and Healthcare Recruitment. She is seconded from her role as Head of Planning at The Union Agency in Edinburgh, where she led a strategy and research team working on behaviour change campaigns for public and private sector. Areas of special interest in social marketing are healthy eating, volunteering, digital platforms, health, families and parenting. Nicci has worked with The Scottish Government on their Eat Better Feel Better initiative, which helped drive 35% uplift in healthier behaviours with the target audience, as well as successful food safety and healthy eating campaigns for Food Standards Scotland.  She is currently working on The Scottish Government’s Parent Club initiative, which is loved by parents and inspired action in 40% of those surveyed. Parent Club has been recognised as a unique approach in parental social marketing and a UK public sector first.

Nicci previously worked with advertising, digital and media global agency networks in London, Vienna and Melbourne, developing strategy for a diverse range of sectors and clients. She specialises in brand development, insight generation and behaviour change campaigns. At The Union, Nicci has introduced services in behavioural economics, online qualitative research and ethnographic user testing. She is a graduate of the University of Cambridge, where she studied languages, and is fluent in German. Nicci enjoys studying and undertook her second undergraduate degree alongside work as a mature student, gaining a first class honours degree in Psychology. She has also worked as a journalist, trainee teacher and crisis line counsellor. Nicci lives in Edinburgh with her two children.

Pauline Aylesbury

Deputy Head of Communications - The Scottish Government

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.


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