Programme

Greece 2021

20 October 2021

10:00 to 17:00 WORKSHOP- Planning and evaluation: Social Marketing projects and programmes (English Language Workshop)

Speakers: Professor Jeff French

Workshop leader: Prof Jeff French

The aim of this interactive workshop session will be to explore in detail the key elements necessary when planning and evaluating Social Marketing projects and programmes. The workshop will be based on the European Centre for Disease Control technical guidance model for Social Marketing using the STELa planning framework (Scope, Test, Enact, Learn and Act). Participants will explore the ten key tasks involved in the approach and have an opportunity to engage in planning and analysis tasks. Key concepts of value creation development and selection will be covered as will the development of robust evaluation planning and reporting.

10:00 to 17:00 WORKSHOP- Social Marketing as a tool for social change (Greek Language Workshop) | Κοινωνικό Μάρκετινγκ

Speakers: Dr Ariadne Kapetanaki, Leonidas Skerletopoulos, Angela Makris

Workshop leaders: Dr Ariadne Kapetanaki, Angela Makris & Leonidas Skerletopoulos

Learn what social marketing is; how to use social marketing tools; understand human behaviour and design your own behaviour change plan in a day.

In this interactive workshop you will learn about a modern approach that focuses on delving deep to understand the fears, needs, motivations and obstacles that people face in their effort to adopt a healthy lifestyle or free themselves from harmful habits. You will also learn about social marketing practices and tools which can be used to help solve social and environmental problems.

Κοινωνικό Μάρκετινγκ
Γνώρισε
 την εξέλιξη του Marketing ως εργαλείο κοινωνικής αλλαγής

Είσαι επαγγελματίας στο χώρο της δημόσιας υγείας και της προαγωγής υγείας;

Aσχολείσαι ενεργά με την κοινωνική αλλαγή και την βελτίωση της ποιότητας ζωής; Eργάζεσαι σε κάποιον κρατικό ή μη-κερδοσκοπικό οργανισμό που βοηθάει ανθρώπους, κοινότητες ή το περιβάλλον; Τότε αυτό το σεμινάριο είναι για εσένα!

Μάθε τις πρακτικές του κοινωνικού μάρκετινγκ , κατανόησε την ανθρώπινη συμπεριφορά και σχεδίασε το δικό σου πρόγραμμα κοινωνικής αλλαγής σε μια μέρα.

Σύγχρονα κοινωνικά προβλήματα, όπως το κάπνισμα, η παιδική παχυσαρκία, η ασφαλής οδήγηση, η προστασία του περιβάλλοντος απαιτούν νέες καινοτόμες προσεγγίσεις για την επίλυσή τους. Οι παραδοσιακές πρακτικές προσφέρουν προγράμματα με υψηλό κόστος εφαρμογής και αβέβαια αποτελέσματα.

Παράλληλα νέα δεδομένα έχουν διαμορφώσει τη σχέση των πολιτών με τις υπηρεσίες και τα κοινωνικά προγράμματα. Από παθητικοί λήπτες πλέον οι πολίτες είναι ενεργοί διαμορφωτές και επιθυμούν να αποτελούν μέρος της λύσης. Τα νέα αυτά δεδομένα έχουν δημιουργήσει την ανάγκη για μετάβαση από το παραδοσιακό μοντέλο (expert driven) στο συμμετοχικό σχεδιασμό (citizen orientation & co-creation).

Σε αυτό το  διαδραστικό σεμινάριο (workshop) θα γνωρίσεις μια σύγχρονη προσέγγιση που εστιάζει στην βαθιά κατανόηση των φόβων, αναγκών, κινήτρων και εμποδίων που αντιμετωπίζουν οι σύγχρονοι άνθρωποι, στην προσπάθειά τους να υιοθετήσουν έναν υγιεινό τρόπο ζωής ή να απαγκιστρωθούν από επιβλαβείς συνήθειες. Επίσης θα γνωρίσεις πως οι πρακτικές και τα εργαλεία του μάρκετινγκ μπορούν να χρησιμοποιηθούν για την επίλυση κοινωνικών και περιβαλλοντικών προβλημάτων.

Το workshop χωρίζεται σε τρία μέρη. Στο πρώτο μέρος θα κατανοήσεις την φιλοσοφία, τις βασικές αρχές, την προσέγγιση και τις πρακτικές του Κοινωνικού Marketing. Στο δεύτερο μέρος θα έχεις την ευκαιρία να κατανοήσεις την ανθρώπινη και κοινωνική συμπεριφορά μέσα από μια επισκόπηση των δημοφιλέστερων θεωριών και ευρημάτων συμπεριφορικών επιστημών. Στο τρίτο μέρος θα εφαρμόσεις τα εργαλεία που έχεις διδαχθεί σχεδιάζοντας το δικό σου πρόγραμμα αλλαγής συμπεριφοράς.  

Το σεμινάριο θα διεξαχθεί αποκλειστικά στα Ελληνικά και θα χρησιμοποιηθούν ελληνικά παραδείγματα και μελέτες περιπτώσεων από την Ελλάδα και άλλες χώρες όπου το κοινωνικό μάρκετινγκ είναι πιο διαδεδομένο. 

10:00 to 17:00 WORKSHOP- The Value of Social Marketing: a practical introduction to key principles

Speakers: Drs Julie Huibregtsen

Workshop leader: Julie D M Huibregtsen, MSc

Being a professional facing behavioural challenges for your target audience every day, this session will give you a practical overview and clear translation of the main principles of Social Marketing.

You might know about Social marketing, but feel the need of a bit more thorough explanation and good examples from the actual practice of Social Marketers. Giving yourself a good basis to benefit from all the coming lectures, presentations and workshops at the conference itself. You will learn more about consumer insight, exchange, competition, behavioural theory, and subject as marketing mix and nudge.

Julie Huibregtsen will tell you about the various instruments and give you a clear view of the power and possibilities of Social marketing. Afterwards you will be able to consider the value for your field of work or own organisation. And she will tell you about elephant trails and true curiosity...

21 October 2021

08:00 to 09:00 Registration and Welcome Coffee

Registration will be open from 8am and coffee will be available for conference delegates. 

09:00 to 10:30 Conference Open and Welcome

The Conference will be officially opened and morning keynote speakers will present. 

Follow the conference on Twitter or Instagram or sign up for our newsletter for announcements including keynote speakers. 

10:30 to 11:00 Coffee & Networking

Coffee will be served for conference delegates.

11:00 to 12:35 Morning Breakout Sessions

There will be 6 rooms with 20 minute and 45 minute of the highest quality presentations selected from conference submissions. This includes research, case studies, workshops, interactive sessions on topics related to the 10 conference tracks.

There is still time to get your work represented at ESMC21. More information here.

12:35 to 13:30 Lunch & Poster Judgement

Lunch will be served for conference delegates. 

Accepted posters will be judged during this time. 

13:30 to 14:30 Afternoon Keynote

Panel Session

Social Marketing and the Refugee Crisis: Reflections on challenges and solutions

The high number of global refugees has created a social and humanitarian crisis that requires immediate action. This panel aims to examine how social marketing can contribute solutions to the refugee crisis by supporting hospitable systems that are human rights based and consider refugees wellbeing. It will reflect on challenges affecting refugees during their journey from leaving their country to exiting the refugee status. It will examine how social marketing research and practice can support refugee systems solutions at the micro, meso and macro levels. It will discuss examples of good practices that support hospitable refugee solutions and community cohesion.

Chair: Nadina Luca, ESMA & University of York

Panelists:

  • Mansour Omeira- University of Neuchâtel

Submitted Presentations

There will be a keynote presentation by experts in social marketing. Follow the conference on Twitter or Instagram for announcements including keynote speakers. 

14:30 to 15:00 Coffee & Networking

Coffee will be served for conference delegates.

15:00 to 17:00 Afternoon Breakout Sessions

There will be 6 rooms with 20 minute and 45 minute of the highest quality presentations selected from conference submissions. This includes research, case studies, workshops, interactive sessions on topics related to the 10 conference tracks.

There is still time to get your work represented at ESMC20. More information here.

22 October 2021

09:00 to 10:00 Welcome to Day Two

Welcome and introduction to the 2nd day on behalf of the European Social Marketing Association. 

There will be a keynote presentation by experts in social marketing. Follow the conference on Twitter or Instagram or sign up for our newsletter for announcements including keynote speakers. 

10:15 to 11:45 Morning Breakout Sessions

Panel Session

Social Marketing and Social Inclusion

The panel will focus on the emerging potential that social marketing can play to address health and healthcare disparities for people with disabilities; in particular the issue of inclusion. The panel will cover the following areas, along with Q&A from the audience

  • What role Social Marketing can play as a tool for social inclusion and creating programs for underrepresented populations – in particular the disability sector.
  • How can we increase social marketing research and interventions in the disability sector?
  • How can we adapt social marketing methodologies and strategies to be used by the public health and social services professionals in order to improve the quality of life of this disadvantaged group?
  • What can we do to train professionals who wish to improve services they provide by adopting and integrating social marketing in their programs and activities?
  • What must we do to create a pathway for more inclusive recruitment of people with disabilities in research and community based behavior change programs?

Chair: Suzanne Suggs, ESMA & University of Italian Switzerland

Panelists:

  • Angela Makris- University of South Florida
  • Camilla Speranza- University of Italian Switzerland
  • Maria Graça Gonçalves- Association of Climate, Energy and Environment Consultants (APCC)
  • Sam Shepard- University of Brighton

Submitted Presentations

There will be 6 rooms with 20 minute and 45 minute of the highest quality presentations selected from conference submissions. This includes research, case studies, workshops, interactive sessions on topics related to the 10 conference tracks.

There is still time to get your work represented at ESMC20. More information here.

11:45 to 12:15 Coffee & Networking

Coffee will be served for conference delegates.

12:15 to 13:00 Afternoon Keynote

There will be a keynote presentation by experts in social marketing. Follow the conference on Twitter or Instagram for announcements including keynote speakers. 

13:00 to 14:00 Lunch

Lunch will be served for conference delegates.

14:00 to 15:30 Afternoon Breakout Sessions

Panel Session

The Moral Maze: Exploring ethics of social marketing, who's side are you on!?

This session will consist of a discussion about how interrogate and deal with a number of key social marketing ethical dilemmas. The discussion will be held between four proponents of different schools of ethical thought. A number of ethical issues will be set by a moderator / chair for responses by the panel members. Audience members will also be asked to ask questions related to views expressed by the panel members and also to pose their own ethical challenges for comment.

  • Jeff French- CEO Strategic Social Marketing
  • Rebekah Russell-Bennett-  Assistant Director at Queensland University of Technology's Behavioural Economics, Society and Technology  Centre

  

Submitted Presentations

There will be 6 rooms with 20 minute and 45 minute of the highest quality presentations selected from conference submissions. This includes research, case studies, workshops, interactive sessions on topics related to the 10 conference tracks.

There is still time to get your work represented at ESMC21. More information here.

15:30 to 16:00 Coffee & Networking

Coffee will be served for conference delegates.

16:00 to 17:00 Final Plenary Session and Conference Close

A presentation will be made by the final keynote speaker. There will also be a summary of the conference and the conference will be officially closed.

Follow the conference on Twitter or Instagram or sign up for our newsletter for announcements including keynote speakers. 

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