North American Social Marketing Conference 2024

A Dose of Hope: Uniting Minds, Inspiring Change



The final agenda for NASMC24 is now complete and available for download. Get ready to dive into a packed schedule featuring insightful sessions and inspiring keynote speakers. Start planning your conference experience by selecting which sessions you want to attend. Download the agenda now and get ready for the event!


15 - 16 MAY

Across the 15 and 16 May three optional training events will be taking place. Two 2-day Training Academies hosted by the amazing team at University of South Florida and a third 1-day training workshop hosted by renowed social marketing practioner and trainer, Dr. Doug McKenzie-Mohr.

Training Academy #1: How to Think Like a Social Marketer

Wednesday 15 and Thursday 16 May

This world-famous Training Academy uses an entertaining mixture of live case studies and interactive group exercises to help you understand how to increase the impact of social service offerings or health promotion campaigns.

Over the past 25 years, we’ve trained more than 2000 learners from around the globe.

This training academy is intended for those who have not formally studied marketing (social or commercial), or taken this training academy in the past five years.

Training Academy #2: The Eyes Have It: Eye tracking and facial expression analysis for social marketing

New and Improved Neuromarketing Training—Never leave the beach hotel!

Wednesday 15 and Thursday 16 May

The state-of-the-art of on-line consumer response assessment comes to the beach! With the unveiling of iMotions Online, participants will learn how to set up and run a study using webcam-based eye tracking and facial expression data. Gather neuromarketing informed pre-testing results from your office, with a laptop – i.e., no lab required. Participants will receive a trial license to the iMotions Online software courtesy of iMotions. As the tool is completely on-line, bring your laptop and digital versions of communications products you would like to test for audience reactions. The training will take place entirely at the conference hotel. Day 1 will focus on the ‘what and why’ of neuromarketing research and basic study design. Day 2 will be hands on study set up and collection of data with a discussion of analytical tools.    Lead trainers for this session are Dr. Claudia Parvanta from the USF College of Public Health and Dr. Rob Hammond, Director, Customer Experience and Behavioral AI Lab, Muma College of Business, USF.

Fostering Sustainable and Healthy Behaviors:
An Introduction to Community-Based Social Marketing

Training Workshop: Thursday 16 May

This workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster behaviors that protect the environment. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviors, identifying barriers, developing strategies, conducting pilots, and broad-scale implementation) and be exposed to numerous case studies illustrating its use.


17 - 18 MAY


We have the pleasure of confirming the following keynote speakers at NASMC 2024. 

AI for Good? Expanding Our Understanding of Opinion Leaders in A Changing Digital Landscape

Amelia Burke-Garcia, Director, Center for Heath Communication Science and Program Area Director, Digital Strategy and Outreach, NORC at the University of Chicago
Dr Rebecca Soskin Hicks, Board certified, Stanford trained Paediatrician and Medical Consultant

There is strong evidence of the impact of opinion leaders in health promotion programs. Moreover, early work by Burke-Garcia suggests that social media influencers are the “opinion leaders” of the digital age as they come from the communities they influence and have built trust with them. Additional work done by Burke-Garcia suggests that they may be useful in disseminating credible and timely health information and prompting consideration of health behaviors. This plenary session will merge what we know about social media influencers as digital opinion leaders with these emerging technologies to propose the development of something we are calling Health Communication AI – perhaps the newest form of “opinion leader” – to do just this.

Playing together, leveraging multi sector collaborations

Prof. Jeff French, iSMA President, CEO of Strategic Social Marketing, Emeritus Professor at Kings College London and Brighton University

In this session Professor Jeff French will explore the benefits of building delivery coalitions across sectors and disciplines as a foundational element of Social Marketing strategy. The presentation will also set out some rules for partnering and collaboration, some do’s some don'ts and some examples of good practice.

Improving Lives: Determinants of Health for Native People & Cultural Competency

Tosheena Nez, MPH, Multicultural Communications Specialist, American Indian & Alaska Native Audience, ICF Next

Native American and Alaska Native people (hereafter called Native people), have the lowest life expectancy compared to white, black, and Hispanic populations. Given the low life expectancy and the health disparities impacting the lives of Native people, action is necessary to improve their quality of life. Taking a comprehensive approach to understanding the determinants of health among diverse Native communities is an informative action. By ensuring that cultural competency and nuances are included in all aspects of public health interventions and related efforts, innovative solutions that holistically uplift the health of Native communities can be created.

Reducing Gun Deaths & Injuries: A Social Marketing Approach

Nancy R. Lee, Affiliate Instructor, University of Washington, President Social Marketing Services, Strategic Advisor C+C

This presentation will summarize what Social Marketing strategies can and have been implemented to influence behaviors that reduce gun deaths and injuries.  As would be expected, this is not about increased laws and policies.  It’s about strategies to increase the 4Ss: Safe Storage, See Something. Say Something, Suicide Intervention and Social Equity. Each of these priority strategies are inspired by research that Nancy conducted in 2022, and then wrote about in her latest book Reducing Gun Deaths & Injuries: A Social Marketing Approach. 

Selecting and Unpacking Behaviors

Dr. Doug McKenzie-Mohr, Founder, CBSM

Too often, program developers fail to rigorously select and unpack the behaviors that their initiatives target. In this presentation, two aspects of behavior selection will be introduced: 1) determining which behaviors warrant being promoted, and 2) how to unpack a behavior once it has been selected.   Four selection criteria (impact, adoption, probability, and applicability) will be introduced that can be used to determine which behaviors are worth developing programs for.   In addition, the creation of behavioral chains will be introduced as a vehicle for unpacking behaviors.   Behavioral chains can assist with identifying audience segments and barriers to adoption of the selected behaviors.

Participatory Social Marketing to Promote Health Equity for Diverse Populations

Simona C. Kwon, DRPH, MPH, Associate Professor, Department of Population Health, NYU Grossman School of Medicine

In her talk, Dr. Kwon will present strategies and examples from her work to applying participatory social marketing approaches to dissemination and implementation science to advance health equity across diverse communities and populations.

Understanding human responses through neuromarketing

  • Mahmooda Khaliq Pasha, Associate Professor of Social Marketing, University of South Florida & Director, WHO CC
  • RobertHammond, Associate Professor of Instruction and Director of the Center for Marketing and Sales Innovation, Muma College of Business, University of South Florida
  • ClaudiaParvanta, Professor and Director, USF Center for Social Marketing, and Co-Director, World Health Organization (WHO) Collaborating Center for Social Marketing
  • VijayPrajapati, Senior Social and Behavioral Researcher, USF Center for Social Marketing. 
  • ZacharySanders, Graduate Research Assistant, USF Center for Social Marketing

Step into the world of groundbreaking research and transformative initiatives with the Social Marketing team at the University of South Florida. In this keynote session, explore USF's innovative approach to pretesting campaign materials using eye tracking and facial expression analysis. Two examples of their work to promote responsible commuting and discourage vaping among young adults will be shared. Besides these examples, the authors will share how through this aperture, social marketing is gaining followers across multiple disciplines.

One Health: An epic call to action for us all

Ilze Melngailis, Senior Director, Business Council for the UN and Private Sector Engagement

One Health envisions unprecedented global collective action, and the problems - and solutions - ultimately come down to human behavior.  This session will explore the scope of the behavior change challenges and opportunities that underlie the One Health agenda:  In our increasingly interconnected world, how can each of us be agents of positive systems change and transformation to protect people and planet?


Hope is Here: The Power of Lived Experience

What better embodiment of the conference theme, A Dose of Hope, than these panelists, who like so many others, share their lived experience everyday to support the healing and recovery of others, shattering norms and misperceptions along the way.

These brothers and sisters, mothers and sons, are living proof that change is possible. And with every connection they make, comes another dose of hope.

Moderator > Lynda Bardfield, Chief Creative Officer Creative Conscience; Vice President SMANA; Adjunct Lecturer TUSM


Meet three dedicated professionals, all of them passionate, committed, and driven by purpose. Peers who have turned their lived experience into their lives’ work. 

  • Elizabeth Reardon Hinkley - Senior Communities and Partners Manager, Behavioral Health, HRiA
  • Raquel Schlosser - Clinical psychologist, trauma specialist, and Director of the Institute for Transgenerational Psychology
  • Julie Hentz - Director of Social Issue Marketing, IQ Solutions and Adjunct Professor, Social Marketing Theory and Practice, The George Washington University- Milken Institute School of Public Health

Business for Social Good: Fostering Innovative partnerships between sectors to promote social good

Join us for a dynamic panel session at the Social Marketing Conference as we delve into the intersection of business, social good, and health outcomes. Our esteemed panelists will explore the vital role of innovative partnerships in driving positive societal change. From leveraging corporate resources for community health initiatives to assessing the impact of commercial determinants on public health, this session promises insightful discussions and actionable strategies. Don't miss this opportunity to gain valuable insights and forge collaborations aimed at creating a healthier, more equitable world.

Moderator > Prof. Jeff French, iSMA President, CEO of Strategic Social Marketing, Emeritus Professor at Kings College London and Brighton University


  • Ilze Melngailis, Senior Director, Business Council for the UN and Private Sector Engagement
  • Catalina Garcia, Global Director of Corporate Affairs, Board Director AB InBev Foundation
  • Tony Foleno, SVP, Strategy & Evaluation, The Ad Council 
  • Prof. Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith Business School, Australia

Hope in Action: Reflecting on Insights and Inspiring Change


  • Angela Makris, University of South Florida Center of Excellence in Maternal and Child Health
  • Christin H. D’Ovidio, Senior Consultant at JSI Research & Training Institute, Inc.

Join us for the closing plenary of the North American Social Marketing Conference, where we'll embark on a collective journey of reflection and inspiration. Hosted by esteemed committee members Christin D'Ovidio and Angela Makris, this session is a culmination of our conference theme, "A DOSE OF HOPE: UNITING MINDS, INSPIRING CHANGE."

As we gather one last time, attendees will have the opportunity to share their experiences, insights, and reflections on the conference's themes and discussions. Our hosts will facilitate an open dialogue, inviting participants to offer what they've learned, how their perspectives have evolved, and what has sparked inspiration within them.

Through this collaborative feedback and reflection session, we aim to harvest the seeds of hope planted throughout the conference and cultivate a shared vision for driving positive change in social marketing. Join us in celebrating the power of collective wisdom and charting a course towards a brighter, more impactful future.

Keynotes in Conversation > Ai and the infodemic: The Impact of Technology on Social Marketing

Join us for an engaging conversation as three of our plenary speakers delve into the intersection of artificial intelligence (AI), technology, and social marketing. Our speakers will explore the current landscape, reflect on past experiences, and speculate on the future of these dynamic fields. Guided by our knowledgeable host, the session aims to foster an interactive dialogue, inviting audience questions and reflections to enrich the conversation.

Moderator > Kelsey McManus, Director, Health Communication, Health Resources in Action


  • Amelia Burke-Garcia, Director of Digital Strategy & Outreach, Public Health, NORC
  • Robert Hammond, Associate Professor of Instruction and Director of the Center for Marketing and Sales Innovation, Muma College of Business, University of South Florida
  • Dr. Rebecca Soskin Hicks, Google Content Moderation, Physician Medical Review at Medcase, Paediatrician and Medical Consultant, Expert Advisor, NORC




Back to top