North American Social Marketing Conference 2024

1. Public Health, Healthcare, and Determinants of Health

mHealth interventions have the potential to reach more people than face-to-face interventions. Given the ubiquity of mobile devices, people are relying on them increasingly for information and for support in making behavior change. These interventions also have the potential to reach a wide range of people in diverse geographic areas. It is a low-cost, effective and efficient method for supporting health education.

1. Public Health, Healthcare, and Determinants of Health

Vaping and substance use are tied to underlying factors that impact many health, mental health, and youth development outcomes. Through the messaging in a campaign we can offer support and resources to help youth get help for themselves or peers and expand their sense of social connectedness while addressing the facts about multiple risk behaviors. This session will show how to apply the findings in messaging targeting a youth audience for any substance.

3. Social Justice, Equity, Diversity, Inclusion, and Stigma

I Choose H2O! is what Latino high school seniors in New Mexico say and encourage other high school students to do. The formative research conducted to get here was far from easy. It turns out that adolescents are not that eager to share their perspectives with researchers about what would encourage their peers to drink more water. This session will explore lessons learned to engage high school students to co-create a social marketing campaign.

1. Public Health, Healthcare, and Determinants of Health

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6. Advancing Social Marketing Theory & Thought

Attendees can expect to learn more about the latest trends in how college aged Millenials and Gen Z students interact and use social media to help inform their own campaigns. Attendees will also learn what other methods of social marketing this audience uses for targeted social marketing campaigns/interventions.

1. Public Health, Healthcare, and Determinants of Health

Behavior Integration is a theory-based approach that ensures social marketing activities are 1) tailored to an audience, and their behavior and context, and 2) take place in an ecosystem that enables behavior change. Behavior Integration supports development and measurement of pathways to change, ensuring all strategies, including social marketing, are linked to motivators or barriers to practicing specific behaviors. The Behavior Integration tools are evidence-informed resources for practitioners to harmonize efforts and ensure efficient use of resources and lasting impact.

1. Public Health, Healthcare, and Determinants of Health

Presentation will focus on discussion of social marketing campaign awareness and reported fruit and vegetable intakes as well as social marketing campaign efforts to provide SNAP eligible adults with helpful cooking and shopping resources.

6. Advancing Social Marketing Theory & Thought

This is a fantastic opportunity for anyone who has or will train others in the principles of social marketing for program planning, as well as students of public health and social marketing interested in engaging in community-based program planning using a social marketing approach. Innovative strategies for teaching and learning population-level, evidence-based program planning using a 10-step social marketing "scaffolding" approach describe the “meta lesson” of how to break large planning tasks into manageable chunks, as well as lessons learned.

1. Public Health, Healthcare, and Determinants of Health

Come grow positive behavioral change through Substance Free Alternative Events. This presentation covers implementation of Substance Free Alternative Events (SFAE) as an effective strategy to foster community growth and involvement, and build social and emotional factors. By moving the needle on negative factors, behaviors such as substance use and their consequences will be reduced. It is based on the evidence-based CSAP Core strategy using planning, communication and campaigns as part of the development process.

2. Environmental Sustainability, One Health, and Emergency Settings

Coastal environments are influenced by the waste left there, the debate on waste has gained prominence as it causes serious damage to the environment, to such an extent that there is a need for analysis and reconditioning of solid waste. In coastal environments, this debate intensifies in such a way that this work seeks to analyze and understand motivational aspects that influence Brazilian participation as volunteers on World Cleanup Day, the presentation will focus on this problem and causative aspects

1. Public Health, Healthcare, and Determinants of Health

This presentation will discuss a social marketing strategy to increase water consumption and reduce unhealthy food and beverage consumption at the 25 colleges that comprise the City University of New York (CUNY) comprising 275,000 students.

The audience will learn about a campaign to reduce sugar sweetened and ultraprocessed beverage consumption on campuses. Results from a student survey and student focus groups will also be shared.

6. Advancing Social Marketing Theory & Thought

Changing someone’s behavior is a long and arduous process. This session provides practical and useful steps through an innovative multi-layered Behavior Change Model that combines the 4-Step Behavior Change Process with the traditional marketing funnel to take audience from awareness to changing social norms.

6. Advancing Social Marketing Theory & Thought

The fentanyl crisis continues to ravage the U.S., with few tools to fight it. Effective social marketing campaigns could be among them. This presentation looks at how communication strategists, public health workers, and a graduate student researcher combined social marketing theory and thought with health communication research in an attempt to avoid common errors that thwart campaigns—while tackling one of the toughest possible problems, fentanyl overdose prevention.

1. Public Health, Healthcare, and Determinants of Health

Discover the power of holistic solutions in promoting children's health! This session will showcase an innovative approach to developing an engaging health program in today's digital landscape. Learn how taking a systemic approach can lead to more comprehensive health interventions while the power of innovative, game-based initiatives can lead to more engagement. This session will focus on the importance of a collaborative mindset, and how to involve diverse stakeholders, from children to health professionals, to creating health programs.

6. Advancing Social Marketing Theory & Thought

Imagine you’ve obtained funding and then realize the actual campaign need is educating adults across the state on what empathy means, how to create connectedness, and generating awareness on both.

Hear how Oklahoma State Department of Health Injury Prevention Services did just that, across a seven-month, research-driven marketing campaign, increasing statewide awareness in less than a year.

Be prepared to be inspired to start at the very beginning, getting back to basic human needs.

6. Advancing Social Marketing Theory & Thought

Behaviour change communications campaigns are drowning audiences in facts, fear and finger-wagging. Sticking to the same-old playbook only makes people shut down or double down, and turn away from the issues changemakers want them to embrace. Find out what changemakers need to help them create narratives that respond to how people really make decisions. Be prepared to be surprised. Sometimes it's the opposite of common sense.

1. Public Health, Healthcare, and Determinants of Health

The “You Can” resources are an example of social marketing tools to change behaviors to ultimately save lives. In creating these materials, we worked with people who have lived and living experience with opioid use. We know the stakes of connecting our audiences to the information and materials they need. In this session we will share the process we used to develop the You Can resources, our lessons learned, and advance the work of social marketing in harm reduction.

1. Public Health, Healthcare, and Determinants of Health

This session will include information about past research efforts related to the use of social marketing efforts to affect health behavior of college students. The focus of this session will be to summarize and synthesize findings from a systematic literature review and to offer suggestions based on our findings.

1. Public Health, Healthcare, and Determinants of Health

Learn how narrative medicine techniques, derived from CDC's Bring Your Brave campaign, enhance communication about hereditary breast and ovarian cancers. The project, involving a learning collaborative of family medicine residency programs, demonstrates substantial improvements in physicians' knowledge, comfort, and frequency of discussing hereditary cancer risk. Results indicate the potential for positive downstream effects, emphasizing the importance of narrative medicine in patient care.

1. Public Health, Healthcare, and Determinants of Health

Attendees interested in pediatric chronic diseases in the school context can learn about the application of SM formative research as a method to address matters that intersect health and education matters. The session will provide background to the topic, the methods used for the formative research, findings aligned with the marketing strategies, and potential application to a social marketing intervention.

1. Public Health, Healthcare, and Determinants of Health

Findings from a representative sample of rural families indicate their experiences with food insecurity during the summer months, their prior experiences with summer meals programs for their children, and the factors that influence their decisions to participate in summer meals service. The unique financial hardship rural families experience when the school year is out is estimated using self-reported grocery expenditures. Attendance is welcomed from those interested in federal nutrition assistance programs.

1. Public Health, Healthcare, and Determinants of Health

We will explore the transformative journey of SKY Girls, a pioneering initiative empowering adolescent girls in Botswana, Zambia, and Kenya. Our session delves into the innovative strategies employed to address the complex intersection of gender norms and education barriers impacting teen girls. It is must-attend for those passionate about gender equality and youth empowerment n Sub-Saharan Africa and how SKY Girls is taking steps to this regard.

1. Public Health, Healthcare, and Determinants of Health

This session will show how neuromarketing was used to evaluate websites and videos to enhance anti-tobacco messeging among youth vapers.

1. Public Health, Healthcare, and Determinants of Health

It is imperative that we work on systems-level issues. Individual behavior change is required but without supportive infrastructure, policy or institutions our interventions will not be successful. The Center for Biological Diversity believes that a just and sustainable life, that is safe for humans and the environment alike, is not possible within a capitalist framework. Come to this session to learn how endless growth impacts our environment and how to integrate local, democratic, just alternative economy frameworks into your work.

1. Public Health, Healthcare, and Determinants of Health

This session will focus on how to use reader friendly plain language in health messaging to reach a greater audience and affect behavior change.

6. Advancing Social Marketing Theory & Thought

You will learn how using Social Marketing to train Public Health professionals can decrease non-communicable diseases, lessons learned and future opportunities. Social marketing training that involves working with a social marketer allows for more robust technical assistance and real-world application using case studies from the Caribbean and Latin American professionals.

1. Public Health, Healthcare, and Determinants of Health

Enacting change through your audience can be difficult. Through an exploration of an Oklahoma secondhand smoke campaign, uncover a simple framework for creating new behaviors and a real difference as a result of educating, empowering and equipping audiences.

1. Public Health, Healthcare, and Determinants of Health

Findings from 36 interviews with HIV-negative Latino gay, bisexual, and other men who have sex with men in the United States South. Interviews sought to understand barriers and facilitators of PrEP partner communication and PrEP information sources. Themes around partner communication about PrEP include stigma, use/knowledge, and relationship status. The Internet and healthcare providers were important sources of PrEP information, indicating the need to develop virtual and physical materials that offer information on how to talk about PrEP with partners.

1. Public Health, Healthcare, and Determinants of Health

Presentation will cover the impacts of action item writing when using social marketing skills in progressing organizational health literacy.

1. Public Health, Healthcare, and Determinants of Health

An evidence-based checklist is presented with the aim of assisting program managers during the developmental process of tailored health messaging. An example is showcased with COVID-19 vaccine print materials that were created for the Filipino American audience. The checklist shows potential merit in further development and testing so it can eventually be used as a universal reference tool to help create more culturally appropriate health communication materials in the pretesting stages.

1. Public Health, Healthcare, and Determinants of Health

During this session we will be sharing insights, methods, and best practices on how to use human centered design and social marketing approaches to adapt and tailor content for the intended population, and evaluate program's process and outcomes.

1. Public Health, Healthcare, and Determinants of Health

Presenters from the WVU Extension Family Nutrition Program (FNP) offer insight on the creation of The Grow This Throwdown, a program created to increase collective efficacy through storytelling. By giving away free seeds and gardening advice on social media, FNP has created a community they can now leverage to solve food security issues in West Virginia. This insight along with survey data and formative data collected from a focus group can inform the creation and marketing of similar programs.

4. Business for Social Good, Innovative Partnerships, and Commercial Determinants of Health

Case study on the implementation of a social marketing workbook created in an online training course. By following how two countries went from course participation to campaign execution, insights into the operationalization of course learnings can be seen firsthand, including the significance of technical assistance in assuring fidelity of campaign implementation.

2. Environmental Sustainability, One Health, and Emergency Settings

Join us on an inspiring journey into the heart of Western Tanzania, where the One Health concept comes alive through a Composting Behavior Change Campaign. In a world grappling with environmental challenges, our session shares a well-evaluated example of community-led social marketing. Discover how we engaged communities in designing a self-sustaining initiative with a tangible impact on livelihoods and biodiversity. We will share how diverse social marketing techniques tackled campaign challenges and led to remarkable outcomes.

1. Public Health, Healthcare, and Determinants of Health

This session will focus on the insights learned from the Ad Council’s extensive mental health research, including a large-scale, national segmentation analysis of how Americans differ based on their mental health mindset and approach. Findings informed the strategic and creative development of the Ad Council’s newest adult mental health campaign, Love, Your Mind, and attendees will learn how they can leverage these insights and Ad Council resources for their own efforts to shift attitudes and behaviors around mental health.

1. Public Health, Healthcare, and Determinants of Health

An in-depth exploration of CalMHSA's innovative "Take Action for Mental Health", showcasing its evidence-based approach to destigmatize mental health, enhance help-seeking behaviors, and expand access to care. Learn about strategies that spurred knowledge, attitude, and behavioral changes across diverse Californian communities, supported by digital outreach and culturally responsive content. Outcomes include increased mental health awareness and reduced stigma, making this a must-attend for those interested in the application of evidence-based, inclusive, and innovative strategies in mental health advocacy campaign development.

2. Environmental Sustainability, One Health, and Emergency Settings

This study aims to understand the buying intention of Mexican fast fashion consumers, who are willing to adopt sustainable behavior in their clothing consumption, but have not yet done so due to emotional factors that inhibit the change in their behavior.

4. Business for Social Good, Innovative Partnerships, and Commercial Determinants of Health

Help develop and steer a research agenda focused on academic/practitioner collaboration. This interactive presentation will cover ongoing research, existing “bright spots,” proposed activities, and will explore opportunities to get involved. For instance, we’ll weigh in on a draft set of guidelines for partnerships and discuss tools and resources that would be useful to support theory to practice and vice versa. Interest in this topic has warranted the creation of a new iSMA subcommittee, let’s move it forward together at NASMC!

1. Public Health, Healthcare, and Determinants of Health

Why would you market a suicide crisis line without using the words "suicide" or "crisis"? Join Marketing for Change Chief Strategist Sara Isaac to learn how the marketing mix (with a focus on Product and Price) and the Behavioral Determinants Framework were leveraged to increase willingness to contact the 988 helpline. Conference goers will learn five behavioral determinants that increased engagement with 988 as well as practical tips and creative approachethat can be applied to other mental health initiatives.

2. Environmental Sustainability, One Health, and Emergency Settings

How do you enhance regulatory compliance without using a stick? This session will highlight key social marketing principles and strategies that have proven effective in changing behaviors, particularly in environmental regulation. The "Pump Out, Don’t Dump Out" program will serve as a real-life example, providing insights into how a well-executed social marketing strategy can lead to compliance. You’ll gain practical knowledge on how to design and implement a social marketing program that motivates the priority audience to take desired actions.

2. Environmental Sustainability, One Health, and Emergency Settings

Conscious consumer behavior has been gaining relevance in consumer studies, especially if we consider the climate problem we are experiencing. This research aims to analyze how the ecological awareness of Brazilian consumers is built, considering the revalidation of a scale.
Talk about the emergency ecosystem protection, exploring strategies at the individual and collective levels.

2. Environmental Sustainability, One Health, and Emergency Settings

Strategic communications are a key social marketing tool, but it can be difficult to develop effective campaigns. Metro Vancouver first launched “Food Scraps Aren’t Garbage” as an awareness-based campaign. Since then, they have grounded it in social marketing while navigating organizational priorities, dealing with measurement limitations, and getting buy in from senior management and elected officials. This presentation offers a framework and real-world examples for creating effective behaviour change communications in a complex environment

6. Advancing Social Marketing Theory & Thought

Argus, a branding and behavioral change agency in Boston, was commissioned in 2023 by Massachusetts DPH and the Boston Public Health Commission to develop social marketing campaigns to support the state rollout of the 988 Suicide and Crisis Lifeline and improve youth mental health, respectively.

We will discuss how we translated research insights into an innovative plan of action, how we brought our clients along, and how we went about executing and measuring a different kind of behavior change campaign.

4. Business for Social Good, Innovative Partnerships, and Commercial Determinants of Health

The paper will offer a platform to engage with the delegates on topical issues related to Corporate social responsibility and employee engagement in influencing organizational performance. The paper will help academics and practitioners in identify the factors can promote high levels of engagement in the workplace.

1. Public Health, Healthcare, and Determinants of Health

Innovatively using social media for suicide prevention training reached key audiences, making tactics accessible and broadening the message's impact. Beyond funding periods, these trainings established enduring resources for underserved groups with inequitable access to mental health support. This session explores behavior change principles to effectively influence long-term educational and behavioral shifts among groups like Veteran and Latino communities as they engage on social media.

2. Environmental Sustainability, One Health, and Emergency Settings

This article deals with pro-environmental behavior on Brazilian beaches, raising reflections on the factors that influence waste disposal and intensifying the issue of solid waste for the development of strategies that can preserve fragile ecosystems and assist in environmental protection and conservation in the situation current climate emergency.

6. Advancing Social Marketing Theory & Thought

People who are pregnant or thinking about becoming pregnant are inundated with conflicting health information, it can be challenging to understand what is trustworthy. JSI conducted research in New Hampshire to understand why some individuals use alcohol and/or marijuana during and after pregnancy to inform a social marketing campaign. JSI identified motivations for marijuana use, messages received about use during pregnancy, barriers to quitting, and provider challenges. Today is For Me. is a lifestyle campaign that could be replicated.

5. Research Methodologies

Persona-building is a valuable tool considering the user's goals/aspirations, current behaviors, barriers, and communication preferences. To understand the utility of personas, a case study will be presented to illustrate how a persona-building exercise, as part of the Community Based Prevention Marketing (CBPM) training of community leaders, can elicit important insights that can be applied in a social marketing initiative.

6. Advancing Social Marketing Theory & Thought

There are a range of ways to change behaviour. Help Me, Incentivise Me, Tell Me, Show Me or HITS for short offers a new theory approach that social marketers can apply to focus measurement effort on what we do and not what the people targeted for change think, feel and do.

1. Public Health, Healthcare, and Determinants of Health

This presentation delves into the integration of graphic design, education, and public health in Brazil's vaccination campaigns. Explore real-world examples and insights from a culturally sensitive initiative addressing vaccine hesitancy. Gain practical strategies for effective health communication, making this session ideal for those interested in the intersection of design and public health. Attendees seeking to engage in public health communication discourse will find this session informative and relevant.

3. Social Justice, Equity, Diversity, Inclusion, and Stigma

This is a valuable session for social marketers who are seeking to understand how to make programmes more inclusive, in particular if programmes designed for the minority can be applied to the majority.

3. Social Justice, Equity, Diversity, Inclusion, and Stigma

Educators will find this session useful in terms of course design and implementation of social marketing principles in a student project. The session will discuss tips and recommendations for facilitating a student project with a community partner. The project focused on the health and well-being of a disabled community with a particular focus on their well-being in living in a metropolitan city. It aligns with AACSB 2020 Societal Impact Standard 9: Engagement and Societal Impact AACSB Standard 9.

5. Research Methodologies

Session attendees can expect a comprehensive overview of the “We Can Do This” campaign, initiated by the U.S. Department of Health and Human Services and administered from Spring 2021- Summer 2023. Key takeaways include insights on employing mixed media in public health campaigns, linking media exposure to behavior change, and approaches for addressing vaccine hesitancy, while exploring challenges and successes in measuring the impact of social marketing campaigns of particular interest for professionals in public health, social marketing, and communication.

3. Social Justice, Equity, Diversity, Inclusion, and Stigma

Addressing the social and behavioral aspects of the HIV epidemic is critical. This includes stigma by healthcare providers, particularly towards certain key populations. Behavioral science offers a powerful approach, by providing insights into the diverse cultural contexts, beliefs, and values that influence people’s actions. We will share insights from JSI projects that have tackled the universal issue of stigma by healthcare providers, showing how using behavioral science in any context can identify and address root causes of stigma and discrimination.

6. Advancing Social Marketing Theory & Thought

Using empathy and data, the Oklahoma Tobacco Helpline strategically builds authentic stories to elicit self liberation and true behavior change. Let's talk about ways to focus on the stories we tell and the how we tell them to to create opportunities for our audiences that allow them to identify themselves through marketing that fosters brand loyalty and yields results.

3. Social Justice, Equity, Diversity, Inclusion, and Stigma

This is a valuable session for social marketers who are looking for alternative ways to de-stigmatise infectious diseases with at risk audiences.

1. Public Health, Healthcare, and Determinants of Health

Sophisticated private sector marketing techniques reliably tap into customers’ perception, values, and emotion to promote consumption of healthy foods. However, low-income, vulnerable communities are often left behind in these profit-driven efforts. Join this session to rethink social marketing with an equity lens and learn about designing demand generation efforts for low-income, underserved communities – often those producing the world’s food – so they may reap the benefits of healthy food consumption too.

5. Research Methodologies

In communication efforts aimed at behavior change, the use of neuromarketing techniques can be an innovative and highly effective tool. Using a community-engaged approach, we tested, revised and retested using neuromarketing techniques. The effectiveness of the materials increased with regard to clarity of call to action, relevancy, ability to persuade and intention to change. This case study illustrates the process used, the results and recommendations for communication material effectiveness in behavior change initiatives.

3. Social Justice, Equity, Diversity, Inclusion, and Stigma

The Illinois Helpline is utilizing its platform (HelplineIL.org) to reduce stigma and misinformation, while educating both clinicians and patients about MAT in pregnancy and post-partum to reduce the risk of overdose and keep families together during substance use recovery. Delve into data-backed development, dissemination, and transformative impact of the Illinois Helpline’s Pregnant & Post-Partum campaign and the physician-created and peer-reviewed Perinatal Toolkit. We will also demonstrate how statewide collaboration and interagency partnerships can be critical in furthering public health initiatives.

6. Advancing Social Marketing Theory & Thought

How should we teach social marketing in university? What should we teach in an undergraduate college? In a graduate school of public health? What about a business school?

What should we be teaching? What should we not be teaching? What should we not be doing?

This presentation will share the curriculum for a MS in Health Communication program, which includes a required social marketing course.

Attendees will give input on what we should be teaching the next generation of leaders.

6. Advancing Social Marketing Theory & Thought

Well-meaning efforts to make the world a better place often do not make it better, and can even make it worse. When social change goes wrong, it can harm people and organizations, undermine trust in change leaders, and lead to greater social division. Learn why social change efforts backfire, how to avoid the most common mistakes, and proven strategies for success.

3. Social Justice, Equity, Diversity, Inclusion, and Stigma

Attendees can expect an overview of the OPTIONS program, which addresses the critical intersection of social justice, equity, diversity, inclusion, and stigma in the context of reducing fatal opioid overdoses. The session will delve into the program's goals and attendees will gain insights into efforts to reshape the dialogue around substance use, combat stigma, and promote a human-centered approach. The presentation will cover various campaign components, such as targeted materials, social media content, videos featuring personal experiences, and community events.

5. Research Methodologies

The aim of the session is to share the experience of successfully implemented initiatives that utilize data and technology to improve road safety in communities around the world. The session therefore provides a pattern to guide a successful integration of road safety programs with social marketing interventions across various countries.