Programme

Ottawa 2019

1 October 2019

WORKSHOP - Advocating with Skill

Speakers: Francois Lagarde

Advocating with Skill

Session Facilitators: François Lagarde, Ariane Cyr, Fannie Dagenais 

Session content overview:

Most social marketing initiatives involve communicating with decision-makers to advocate the adoption of policies or measures aimed at creating supportive environments for behavioural change or addressing the root causes of a given social issue. Developing advocacy skills is essential for anyone who wants to successfully influence elected and senior officials in governments and municipalities or other public, non-profit and private sector organizations. This three-hour workshop will provide practical tools in both English and French. Participants will work through a series of concrete questions designed to help them effectively plan, deliver and evaluate advocacy strategies, as well as improve their range of professional skills and their organizational capacity. During the workshop, we will present our Rallying tool (Pour rallier), which was developed during a two-year process that involved thousands of locally-based practitioners and leaders in Quebec (Canada) and included a comprehensive survey of their advocacy-related needs. Topline results of the survey will be shared at this workshop. We will also present two case studies from the local and provincial levels, one specifically based on Quebec’s Early Childhood Observatory. 

WORKSHOP - Fostering Sustainable and Healthy Behaviour through Community-Based Social Marketing

Fostering Sustainable and Healthy Behaviour through Community-Based Social Marketing

Session Facilitator: Dr Doug McKenzie-Mohr

Session content overview:

This one-day workshop with Dr Doug McKenzie-Mohr, internationally renowned social marketer and founder of community-based social marketing, provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable and healthy behaviour. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers, developing strategies, conducting pilots, and broad scale implementation) and be exposed to numerous case studies illustrating its use. As such, this workshop provides an in-depth exposure to community-based social marketing and provides participants with the knowledge they need to develop their own programmes.

Full day workshop: GBP 240.00

Dr. Doug McKenzie-Mohr, CBSM

Dr. Doug McKenzie-Mohr

For over three decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behaviour change into the design and delivery of community programs. He is the founder of community-based social marketing and the author of three books on the topic. One of these books, “Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing,” has been recommended by Time Magazine and become requisite reading for those who deliver programs to promote sustainable and healthy behaviour. He has delivered workshops internationally for over 70,000 program managers.

Here are some recent, anonymous evaluations:

"Fantastic. Simply invaluable”

“A fabulous workshop”

“By far, the best workshop I’ve attended — on any topic!!!”

“Masterful”

“Enormously beneficial”

“Highest quality training I have ever had the fortune to be part of”

“A life-changing event”

“Completely transformed my approach to my work”.

WORKSHOP - Keeping Causes Relevant During Changing Times

Keeping Your Causes Relevant During Changing Times

Session Facilitators: Brooke Tully

Session content overview:

People’s expectations of organizations they interact with and support are changing rapidly, and the bar is being set higher than ever. Today, people expect organizations, institutions, corporations and governments to be:

  • Transparent and trustworthy;
  • Authentic in their communication;
  • Empathetic to their experiences; and
  • Super easy to interact with.

That’s a lot!

If you’re responsible for reaching out and engaging members, volunteers, donors, communities, and supporters for your cause. Or if you design and deliver unique experiences for these audiences. Or if you’re starting a new social change project or organization. Or – more likely – you do all of these things, then these are expectations you can’t afford to ignore.

These shifts impact the methods we use to engage audiences, build trust, and motivate them to take action. This workshop explains why these shifts are happening and how it impacts social change efforts, while also highlighting opportunities to meet (or even lead) these rising expectations.

In this full-day workshop, we will explore different options for meeting expectations with the aim of identifying realistic and achievable ways your program can stay ahead. You’ll leave the workshop with a set of ideas that will create more substantive engagement with your audiences to achieve social change outcomes.

 By the end of this workshop, participants will be able to:

  1. Select trends that are best suited for their program or organization.
  2. Develop an initial set of 1-3 ideas for how their program/organization can adopt the trends.
  3. Create a plan to research and test ideas to determine which ones are most realistic to achieve while also meeting consumer needs.
  4. Advocate internally for why ideas are critical for keeping programs relevant.

Your social change efforts are too important to get left behind, so let’s find ways to keep it interesting, engaging, and relevant.

WORKSHOP- The Power and Possibilities of Social Marketing: An Introduction

Speakers: Jennifer Lynes

Session Facilitators: Dr. Jennifer Lynes, Julie Cook

Session content overview:

This session will give participants an overview of the core elements and basic principles of social marketing. We will introduce the meaning, nature, and purpose of social marketing before reviewing a six-step process that will take participants from the beginning to the end stage of a typical social marketing program. The session will conclude with a discussion about challenges and opportunities to integrate social marketing programming into the workplace. The workshop will include case studies from around the world as well as interactive exercises.

Intended audience:

This session will be helpful to those who would like to understand more about the basic principles of social marketing and how to integrate them into program planning. No previous experience or knowledge is required. This session may also be helpful to those who already have a basic understanding of social marketing concepts but would like a refresher. Participants working in any field (e.g. health, sustainability, international development, finance, etc) are welcome.

Learning outcomes:

Participants will walk away from this workshop with:

  • An understanding of social marketing as a proven approach to behaviour change and social change more broadly
  • A skillset to use the six-step framework in the planning, implementation and evaluation of their social change programs
  • A range of ideas as to how to introduce the social marketing approach into social change programming in their field of work or workplace

2 October 2019

08:30 to 10:15 Opening Plenary

Speakers: Jennifer Lynes, Sandra Donatucci, Daniel Morier

Official Welcome and Opening Remarks

The conference will be officially opened by SMANA President, Sandra Paredes.

Keynote Presentations

  • Sandra Donatucci & Daniel Morier - Health Canada

Health Canada’s marketing team has been engaging with Canadians to improve their health since the 1920’s. Starting with health promotion as its core objective, Health Canada’s social marketing team uses a variety of traditional and modern tactics, innovative marketing approaches and partnerships with private and public organizations to reach Canadians of all ages, socioeconomic status and geographic locations. Some of the Department’s most recent social marketing work has included: Vaping and tobacco prevention campaigns, vaccination initiatives, Cannabis awareness campaigns. Sandra and Daniel will highlight how public opinion research has helped to inform much of Health Canada’s work and how a variety of marketing tactics have led to measured successes in recent years.

  

  • Dr. Jennifer Lynes - University of Waterloo

    

10:15 to 10:45 Coffee Break
10:45 to 12:45 Morning Breakouts

There will be a selection of presentations showcasing behaviour change campaigns and emerging research. 

10:45 to 00:45 Morning Breakouts- Room 209

10:45- 11:30 Submission #50

Title: A Fireside Chat: Exploring the similarities and differences between social marketing, design thinking and behavioral economics


Track: Interdisciplinary and cross sector action to influence behaviour for social good

There are many behavior and social change disciplines, social marketing being one of them. Are you confused by all the different disciplines available to change agents? In this session we will unpack the similarities and differences between a couple of these disciplines.

Presenter: Kelley Dennings, Social Marketing Association of North America, United States, Jay Kassirer. Tools of Change | Cullbridge, Canada

Author: Kelley Dennings, Social Marketing Association of North America, United States, Alexandra Bornkessel, RTI, United States  

11:35- 11:55 Submission #30

Title: Using Nudging Techniques in Social Marketing to Decrease Cigarette Butt Littering

Track: Global climate change, environment protection, overconsumption and sustainability

I'll provide the summary in the next days as I'm travelling and between airports now! Sorry!

Presenter: Maximilian Witz, Università della Svizzera italiana, Switzerland, Natalie Rangelov. Università della Svizzera italiana, Switzerland

Author: Natalie Rangelov, Università della Svizzera italiana, Switzerland, L. Suzanne Suggs, Università della Svizzera italiana , Switzerland  

12:00- 12:20 Submission #37

Title: Encouraging Sustainable Forest Management in Baldwin, Maine

Track: Global climate change, environment protection, overconsumption and sustainability

Families and individuals own the largest portion of forestland in the U.S., which is critical for wildlife habitat, water quality, and sustainable wood supplies. This presentation will share findings from a social marketing project focused on changing attitudes and behaviors related to forest stewardship in a small community.

Presenter: Elizabeth Vranas, American Forest Foundation, United States 

Author: Elizabeth Vranas, American Forest Foundation, United States, Kelley Dennings, University of South Florida, United States  

10:45 to 00:45 Morning Breakouts- Room 210

10:45- 11:30 Submission #46

Title: Social Marketing for Community Health Transformation


Track: Creating and advocating for community-based social marketing programs

Explore the value of layering evidence-based interventions, food and physical environment enhancements, systems improvements and policy changes with strategic social marketing campaigns to successfully drive lifestyle behavior change among residents and accelerate a culture of health within a community.

Presenter: Rebecca Lindberg, Minneapolis Heart Institute Foundation, United States, Cindy Winters. Minneapolis Heart Institute Foundation, United States

Author: Rebecca Lindberg, Minneapolis Heart Institute Foundation, United States, Cindy Winters, Minneapolis Heart Institute Foundation, United States

11:35- 11:55 Submission #32

Title: Empowering Communities: How Washington State is confronting the opioid crisis with positive, pro-active messaging.


In this presentation, Michelle Hege, the CEO of DH, a communications agency located in Spokane, Washington, teams up with Washington State Health Care Authority to share strategies and lessons learned after two years of opioid social marketing campaigns.

Track: Reducing the impact of addiction including substance misuse, alcohol, tobacco and gambling

Like many states across the country, the State of Washington is working diligently to address the opioid crisis. Keeping our communities healthy and safe requires significant resources and human-power across public agencies and non-profit sectors. A huge part of this effort is a state-wide social marketing campaign.  In the face of an epidemic, this campaign takes a radical shift in perspective: an appeal to fear may will not change behavior. But the belief in the power and intention of our actions will.

In this presentation, Michelle Hege, the CEO of DH, a communications agency located in Spokane, Washington, teams up with Washington State Health Care Authority to share strategies and lessons learned after two years of opioid social marketing campaigns.

Presenter: Michelle Hege, DH, United States, Melissa Thoemke. Washington State Health Care Authority, United States

Author: Michelle Hege, DH, United States, Melissa Thoemke, Washington State Health Care Authority, United States     

12:00- 12:20 Submission #11

Title: Destigmatizing BC's Opioid Campaign


Track: Reducing the impact of addiction including substance misuse, alcohol, tobacco and gambling

Our objective was designed to destigmatize drug users and to raise empathy, awareness and involvement in the larger community. Our strategic and creative platform was designed to humanize drug users by placing their drug use within the larger, richer context of their lives and relationships.

Presenter: Jeff Lucas, Traction Creative, Canada, Regan Hansen. BC Ministry of Mental Health & Addictions, Canada

Author: Jeff Lucas, Traction Creative, Canada, Regan Hansen, BC Ministry of Mental Health & Addictions, Canada  

10:45 to 00:45 Morning Breakouts- Room 211

10:45- 11:30 Submission #41

Title: Exploring Social Marketing Interventions in Tobacco Cessation


Track: Reducing the impact of addiction including substance misuse, alcohol, tobacco and gambling

Participants will gain insight into interventions undertaken within QuitNow, a BC tobacco cessation program. After a short introduction to the program, participants will select which intervention they would like to learn more about. Participants will be encouraged to move from one intervention to another in order to maximize their learning experience. 

Presenter: Suzanne Gaby, Context: An Argyle Company, Canada, Austen Erhardt. Context: An Argyle Company, Canada, Sophie Fung, Context: An Argyle Company, Canada

Author: Suzanne Gaby, Context: An Argyle Company, Canada, Austen Erhardt, Context: An Argyle Company, Canada, Sophie Fung, Context: An Argyle Company, Canada 

11:35- 11:55 Submission #8

Title: Co-creation with consumers: a new approach of connected health promotion

Track: Using citizen focused design thinking, participative design, actor engagement and co-creation

Numerous health programs have tried to make people implement their diet to improve their health. These programs - mainly education and information-oriented - nevertheless sought to fight the epidemic of obesity and its potential outcomes on health disorders. We question how connected devices could provide a more effective method to promote healthy food in a social marketing perspective. Co-creation is a promising way to conceive new connected tools.

Presenter: Gurviez, AgroParisTech, France, Besson, Institut Mines-Telecom Business School, France

Author: Gurviez, AgroParisTech, France, Besson, Institut Mines-Telecom Business School, France  

12:00- 12:20 Submission #7



Title: Reaching Youth Through Innovative Social Marketing – Public Safety Canada's Don’t Drive High Campaign

Track: The application of new approaches and techniques in social marketing

Young people continue to be the largest group of drivers who die in crashes and later test positive for alcohol or drugs, and dangerous misconceptions about drugs and driving can be persistent and deeply entrenched.

“Don’t Drive High”, the Government of Canada’s national public awareness campaign targeting young people aged 16-24, launched in November 2017 with a 15-week multi-media advertising campaign. In this case study, we will look at how public opinion research helped to form strategy, how emerging trends like interactive technologies stacked up against traditional media tactics, and lessons learned on the path toward effecting long-term attitude and behaviour change.


Presenter: Kevin Miller, Government of Canada - Public Safety Canada, Canada, Renee Penning. Government of Canada - Public Safety Canada, Canada

Author: Kevin Miller, Government of Canada - Public Safety Canada, Canada, Renee Penning, Government of Canada - Public Safety Canada, Canada,



10:45 to 00:45 Morning Breakouts- Room 212

 10:45- 11:05 Special Presentation

This room will begin with a special invited presentation. Details to follow closer to the event. 

  

11:10- 11:30 Submission #19

Title: Using peer crowd segmentation research to address young adult heavy drinking and tobacco use


Track: Reducing the impact of addiction including substance misuse, alcohol, tobacco and gambling

Formative research was conducted in Eastern Ontario and Hamilton, Ontario to identify high-risk peer crowds for tailored interventions for young adult heavy drinking and tobacco use. Young adult heavy drinking was disproportionately high among the Partier psychographic peer crowd, while tobacco use was disproportionately high among the Outdoors peer crowd.

Presenter: Katie McCabe, Rescue Agency, USA 

Author: Katie McCabe, Rescue Agency, USA   

11:35- 11:55 Submission #56

Title: How to Make Sense of it All: Turning Technical Jargon into Action


Track: SPECIAL PRESENTATION

Working largely in the transportation, infrastructure and public health sectors, we often need to find ways to communicate and promote engagement on complex topics that impact the day-to-day lives of the public. In this session we will unpack our strategies to effectively engage people on complex topics.

Presenter: Suzanne Gaby, Context: An Argyle Company, Canada, Austen Erhardt. Context: An Argyle Company, Canada, Sophie Fung, Context: An Argyle Company, Canada

Author: Suzanne Gaby, Context: An Argyle Company, Canada, Austen Erhardt, Context: An Argyle Company, Canada, Sophie Fung, Context: An Argyle Company, Canada 

12:00- 12:20 Submission #55

Title: The power of the collective – generating stakeholder solutions


Track: The application of new approaches and techniques in social marketing

The need for wider inclusion of stakeholders to overcome complex challenges is noted. A Creating Collective Solutions workshop was implemented to design strategies to reduce agricultural run-off and improve water quality with diverse range of stakeholders. Responding to the need to take a wide systems’ approach this paper advances knowledge in the social marketing discipline.

Presenter: Carina Roemer, Social Marketing @ Griffith, Australia, Sharyn Rundle-Thiele. Social Marketing @ Griffith, Australia

Author: Carina Roemer, Social Marketing @ Griffith, Australia   

10:45 to 00:45 Morning Breakouts- Room 214

10:45- 11:45 Special Presentation

 The first presentation in the main plenary room will be a special presentation. Details will be released closer to the event. 

11:50- 12:10 Submission #43

Title: “That’s Messed Up” – Youth Perceptions of SSB Marketing and Suggestions for Countermarketing


Track: Creating and advocating for community-based social marketing programs

This presentation will discuss formative qualitative research leading to a campaign to reduce sugar sweetened beverage (SSB) consumption among low-income youth in the Bronx, NY. The discussion will feature message frames found to be most effective in convincing youth to give up sugary drinks in favor of consuming more water.

Presenter: P. Christopher Palmedo, PhD, MBA, CUNY Graduate School of Public Health and Health Policy, USA 

Author: P. Christopher Palmedo, PhD, MBA, CUNY Graduate School of Public Health and Health Policy, USA   

12:15-12:35 Submission #26

Title: Understanding the Cultural Trends of Youth Vaping


Track: Reducing the impact of addiction including substance misuse, alcohol, tobacco and gambling

While research on youth vaping patterns is still limited, evidence is emerging that indicates the newest wave of youth vaping is being driven by a subculture that is traditionally at low to moderate risk for combustable tobacco use. This presentation will discuss current youth vaping patterns and provide insights about the subculture that appears to be at higher risk for vaping. By knowing which youth subculture(s) are at greatest risk, public health organizations can develop stronger interventions that appeal to the audience and include messages that align with their values.

Presenter: Tyler Janzen, Rescue Agency, Canada, Jeff Jordan. Rescue Agency, United States

Author: Tyler Janzen, Rescue Agency, Canada

12:45 to 13:45 Lunch
13:45 to 16:15 Afternoon Breakouts

There will be a selection of presentations showcasing behaviour change campaigns and emerging research. 

16:15 to 17:15 Closing Plenary

Speakers: Jeff Jordan

Keynote Presentation

  • Jeff Jordan - Health Canada

"Opioids, Vaping & Marijuana: Finding the Pathway to Change for New Challenges"

Social Marketers face new challenges regularly and it is our job to find the right strategy for each challenge. But how do we quickly assess the options available to us when faced with an urgent new challenge like opioids, teen vaping, or legalized marijuana? We must first understand the factors that are leading to the undesired behaviors to identify which offers the best opportunity to drive change. This talk will explore the pathways to behavior change for different behaviors and help Social Marketers avoid applying the same strategy to distinct problems. 

18:00 to 19:15 Networking Drinks

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