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European Social Marketing Conference 2024

November 4–6, 2024

Grand Hotel Union, Ljubljana, Slovenia

Social marketing ethical checklist

Monday, November 4, 2024 at 3:15 PM–4:45 PM CET add to calendar
Glass Hall 2
Proposed Conference Track

5. Theories and methods

Session Theme

Future direction

Programme Listing

This interactive session will include the presentation and discussion of the Global Consensus Definition of Social Marketing, the Social Marketing Statement of Ethics, and the Six Social Marketing Ethical Principles approved by the iSMA Board in September 2023. This interactive session is an opportunity for the social marketing community to provide feedback on the current work and inform future developments in the area of social marketing ethics.

Primary Contact

Krzysztof Kubacki, University of Plymouth
Job Title

Professor of Marketing and Society

Presenters

Krzysztof Kubacki, University of Plymouth
Job Title

Professor of Marketing and Society

Jeff French, International Social Marketing Association
Job Title

iSMA President

Assessing the power of storytelling in mental health social marketing campaigns: The Learning to Care Project

Tuesday, November 5, 2024 at 11:00 AM–11:20 AM CET add to calendar
White Hall 3
Proposed Conference Track

1. Health and wellbeing

Session Theme

Technology and social marketing

Programme Listing

This quantitative study is the first to examine digital stories and video testimonies featuring mental illness and recovery in their ability to elicit empathy and compassion among viewers while reducing stigma. The study produces important knowledge on effective ways of promoting mental health awareness and decreasing stigma in the public, with practical application for future social marketing and fundraising campaigns.

Primary Contact

Hope Burko, McGill University
Job Title

Research student

Presenters

Hope Burko, McGill University
Job Title

Research student

Stephanie Barcan, McGill Univerity and Douglas Research Institute
Job Title

Research assistant

Megan Davies, McGill University, Montreal, Canada and Douglas Research Institute
Job Title

Research student

Manuela Ferrari, McGill Univerity
Job Title

Principal Investigator

Building social capital during a community gardening project designed to save native Australian pollinators

Tuesday, November 5, 2024 at 11:00 AM–11:20 AM CET add to calendar
Garden Hall
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

During the presentation, you will learn about the design and implemation of a grassroots community project dedicated to supporting pollinators. We will explore the concept of social captial and how building a community resource like a garden depends on social captial to function. We will show how building social captial is critical for all stages of our garden project. Finally, we will show you how we are supporting native flora and fauna from regional Australia like the blue-banded bee. 

Primary Contact

Felicity Anne Small, Charles Sturt University
Job Title

Senior Lecturer in Marketing

Presenters

Felicity Small, Charles Sturt University
Job Title

Senior Lecturer in Marketing

Associate Professor Alain Neher, Charles Sturt University
Job Title

Associate Professor in Management

Dr Lucia Wuersch, Charles Sturt University
Job Title

Lecturer in Management

Everybody's Free (To Wear Sunscreen). How nudging and machine learning can help in the fight against skin cancer.

Tuesday, November 5, 2024 at 11:00 AM–11:20 AM CET add to calendar
White Hall 2
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Attend this session to explore the impact of a singular, social norms-based nudge aimed at increasing sunscreen usage in Belgium, showcased through a partnership with Sundo. Discover how this targeted approach not only boosts public health but also integrates seamlessly with corporate branding. Ideal for policymakers, health organizations, and marketers, this talk offers practical insights into designing, implementing, and evaluating an effective and measurable skin cancer prevention instrument. 

Primary Contact

Jotte Mallisse, Sundo
Job Title

Researcher

Presenters

Jotte Mallisse, Sundo
Job Title

Researcher

Using conflicting cognitions to mitigate binge drinking: implications for social marketing

Tuesday, November 5, 2024 at 11:00 AM–11:20 AM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Attendees can expect an insightful exploration into the complexities of binge drinking behaviors, challenging conventional understandings by examining three distinct types: Initiation, Indulgence, and Moderation. Through the lens of cognitive dissonance theory, the presentation will shed light on how individuals transition between these states. This session is essential for those seeking a deeper understanding of the cognitive mechanisms driving binge drinking and for those interested in developing impactful social marketing strategies to address this pressing public health issue.

Primary Contact

Chrystyna Misiewicz, Kozminski University
Job Title

Assistant Professor

Presenters

Chrystyna Misiewicz, Kozminski University
Job Title

Assistant Professor

“Social Marketing and multidisciplinary exchanges: Developing a conceptual framework for mutual learning”

Tuesday, November 5, 2024 at 11:00 AM–11:20 AM CET add to calendar
Glass Hall 1
Proposed Conference Track

12. Critical social marketing

Session Theme

Systems & policy

Programme Listing

The presentation reflects a recurrent concern regarding the level of action to be undertaken by SM practitioners. This may come in the form of a continuum ranging from the simple development of technics for helping address a problem-behaviour to looking at a much broader perspective that may include several disciplines to help understand the problem and consider a more comprehensive perspective. We look forward to a discussion that will help enrich the ideas presented.

Primary Contact

Chahid Fourali, London Metropolitan University
Job Title

Associate Professor

Presenters

Chahid Fourali, London Metropolitan University
Job Title

Associate Professor

Under-represented voices for social change

Tuesday, November 5, 2024 at 11:00 AM–11:45 AM CET add to calendar
Glass Hall 2
Proposed Conference Track

8. Equality, diversity and inclusion

Session Theme

People & wellbeing

Programme Listing

This session aims to create a space for exploring how social marketing can engage with under-represented groups. It will focus in particular on parental caregivers of neurodivergent children. It features short presentations of research, collaborative exercises and discussions with the audience. It will explore how under-represented voices are considered in policies and programmes for behaviour and social change; map theories that show potential in advancing a research, practice and policy agenda for under-represented groups and indentify opportunities for impact collaboration.

Primary Contact

Nadina Luca, School for Business and Society, University of York
Job Title

Senior Lecturer/Associate Professor

Presenters

Nadina Luca, School for Business and Society, University of York
Job Title

Senior Lecturer/Associate Professor

Applying social marketing principles to foster social engagement: a case study on empowering vulnerable populations through STEAM approaches

Tuesday, November 5, 2024 at 11:25 AM–11:45 AM CET add to calendar
Glass Hall 1
Proposed Conference Track

4. Migration, integration and community cohesion

Session Theme

People & wellbeing

Programme Listing

Attendees of our presentation can expect to engage in a session that explores the intersection of social marketing, migration and education equity. We will provide a comprehensive overview of the case study highlighting the application of social marketing principles in a project focused on empowering vulnerable populations through STEAM education.

Primary Contact

Olga Pereira, CIICESI, ESTG, Instituto Politécnico do Porto
Job Title

Assistant Professor

Presenters

Olga Pereira, ESTG
Job Title

Assistant Professor

Sofia Barbosa Pereira , ALGORITMI Center of the School of Engineering of UMinho / IDEGA, USC
Job Title

Researcher

Enhancing Comorbidity Mitigation Interventions through a Health Literacy and Empowerment Framework: Insights from a Qualitative Study on Tobacco and Diabetes

Tuesday, November 5, 2024 at 11:25 AM–11:45 AM CET add to calendar
White Hall 2
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

The aim of this presentation is to help design mitigating interventions for patients with multiple pathologies to help them better manage their health. We propose a framework detailing four typical profiles and the strategies and actions to be prioritised for each profile.

Primary Contact

Marie-Laure Mourre, Université Paris Est Créteil - France
Job Title

Associate Professor

Presenters

Marie-Laure Mourre, Université Paris Est Créteil
Job Title

Associate Professor

Exploring the Dynamics of Community Citizenship Behaviour: A Transformative Social Marketing Perspective on Actor Engagement and Value Co-creation in Sustainable Agriculture

Tuesday, November 5, 2024 at 11:25 AM–11:45 AM CET add to calendar
Garden Hall
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

The study offers a holistic perspective on the role of social marketing in behaviour change by synthesising the quality of life model and social cognitive theory together. The results of the study offer both practical and theoretical contributions by providing implications at the individual (micro), group (meso) and community (macro) level of the antecedents and consequences of sustainable agriculture actor engagement on value co-creation.

Primary Contact

irem buran, Ankara University
Job Title

Dr. Lecturer

Presenters

irem buran, Ankara University
Job Title

Dr. Lecturer

Bayram Zafer Erdoğan, Anadolu University
Job Title

Professor

Uptake and effectiveness of an Instagram intervention on antimicrobial resistance among undergraduate students

Tuesday, November 5, 2024 at 11:25 AM–11:45 AM CET add to calendar
White Hall 3
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

In this session, participants will gain an understanding of the feasibility of using social media, particularly Instagram, for planning and implementing awareness campaigns for antimicrobial resistance (AMR). They will learn how to effectively engage students and young people in the co-design process of a social media-based health intervention. 

Primary Contact

Sana Parveen, University College Dublin
Job Title

PhD Scholar

Presenters

Sana Parveen, University College Dublin
Job Title

PhD Scholar

Use of VKJ mobile app in improving knowledge and awareness of alcohol‑related harm

Tuesday, November 5, 2024 at 11:25 AM–11:45 AM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

Technology and social marketing

Programme Listing

In recent decades, there has been rapid development of new technologies, including specific tools such as mobile apps, which open up new opportunities for delivering health information and behaviour change interventions. However, despite the large number of mobile apps targeting weight management, apps for improving awareness about alcohol-related harm are relatively scarce. Therefore, our research provides some new information about the usefulness of such tools.

Primary Contact

Sandra Rados Krnel, National Institute of Public Health
Job Title

National Expert

Presenters

Sandra Rados Krnel, National Institute of Public Health
Job Title

National Expert

Igor Pravst, Inštitut za nutricionistiko, Ljubljana; Univerza v Ljubljani, Biotehnična fakulteta; VIST - Fakulteta za aplikativne vede, Ljubljana
Job Title

Head of the Research Group

Maša Hribar, Inštitut za nutricionistiko Ljubljana
Job Title

Researcher

Bojan Blažica, Inštitut Jožef Štefan, Ljubljana
Job Title

Researcher

Anita Kušar, Inštitut za nutricionistiko Ljubljana
Job Title

Researcher

A 4-year research study of behaviourally designed integrated lifestyle interventions to demonstrate that Integrated services provide better and lower cost outcomes than silo services.

Tuesday, November 5, 2024 at 11:50 AM–12:00 PM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Adam Riglar - Strategic Engagement Lead

Stuart Jackson - CEO

 

Primary Contact

Stuart Jackson, ICE Creates
Job Title

CEO

Presenters

Adam Riglar, ICE Creates
Job Title

Strategic Engagement Lead

Development of educational programme to promote forest conservation behaviour among primary school children.

Tuesday, November 5, 2024 at 11:50 AM–12:00 PM CET add to calendar
Garden Hall
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

n this study, an educational programme including a backgammon-style game was developed, implemented and verified to encourage primary schools students to become interested in forest conservation action and to investigate the issue on their own. When a programme featuring gamification and the possibility of forest education for facilitators was developed, 79.4% of primary school teachers said they would like to incorporate it into their education, and 83.6% of parents said they would like their children to receive it.

Primary Contact

Yoko Uryuhara, Doshisha University and Social marketing reseach centre, Japan
Job Title

professor

Presenters

Yoko Uryuhara, Doshisha Univer and Social marketing reseach centre, Japan
Job Title

professor

Drinking at home: a qualitative exploration of parental drinking practices in the context of the COVID-19 pandemic

Tuesday, November 5, 2024 at 11:50 AM–12:00 PM CET add to calendar
White Hall 2
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Those attending will be provided with knowledge exchange through evidence-informed research to help address alcohol misuse and harm. It will enrich understanding to improve parents’ health and wellbeing through empowerment and reducing harm, leading healthier lives, thus enabling positive behaviour change. Ultimately the evidence shared will contribute towards positive societal impact for parents and children. The presentation will be of interest to active and interested stakeholders across all sectors and backgrounds including researchers in the health and behaviour change space 

Primary Contact

Dr Ann Stokes, PhD, Drinkaware
Job Title

Research and Impacts Manager

Presenters

Dr Ann Stokes, PhD, Drinkware
Job Title

Research and Impacts Manager

Dearbhla O'Brien , Drinkaware
Job Title

CEO

Guidebook and checklists for practitioners to facilitate social marketing adoption in Finland

Tuesday, November 5, 2024 at 11:50 AM–12:00 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

5. Theories and methods

Session Theme

Future direction

Programme Listing
In this session, we will explore the development of a new social media guidebook created by the team at Jyväskylä University, School of Business and Economics (Finland). The guidebook includes practical checklists that distill core social marketing principles, processes, and ethical guidelines into actionable "take this principle into practice" questions. We will discuss how this approach can enhance social marketing practice, share insights from the development process, and reflect on the implications for both new and experienced practitioners.

Primary Contact

Heini Taiminen, Jyväskylä University, School of Business and Economics
Job Title

Senior Lecturer of Corporate Communication

Presenters

Heini Taiminen, Jyväskylä University, School of Business and Economics
Job Title

Senior Lecturer of Corporate Communication

Increasing uptake of Pre-exposure prophylaxis (PrEP)

Tuesday, November 5, 2024 at 11:50 AM–12:00 PM CET add to calendar
White Hall 3
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Join us for a deep dive into Pre-exposure prophylaxis (PrEP) access and utilisation among underserved communities in England. Our session unveils groundbreaking research on PrEP barriers and facilitators among Black African women, Trans and Non-binary individuals, and Sex Workers. Discover actionable recommendations to enhance PrEP uptake in these populations. Don't miss this opportunity to drive meaningful change and ensure equitable access to life-saving HIV prevention strategies.

Primary Contact

Gary Wootten, Hitch Marketing
Job Title

Chief Executive

Presenters

Gary Wootten, Hitch Marketing
Job Title

Chief Executive

Examining issue of low participation rates of people with disability in mainstream employment

Tuesday, November 5, 2024 at 11:50 AM–12:10 PM CET add to calendar
Glass Hall 2
Proposed Conference Track

8. Equality, diversity and inclusion

Session Theme

People & wellbeing

Programme Listing

.

Primary Contact

Rola Mahasneh
Job Title

PhD candidate

Presenters

Rola Mahasneh, University of Wollongong
Job Title

PhD candidate

Advancing Theory and Improving Interventions Through Theory-mapping

Tuesday, November 5, 2024 at 1:30 PM–1:50 PM CET add to calendar
Garden Hall
Proposed Conference Track

5. Theories and methods

Session Theme

Environment & sustainability

Programme Listing

Encouraging behaviour change can be complex. It is useful to have a map to help guide us. Theory can act as this guide. However, there is much confusion surrounding how academics and practitioners can use theory to inform their behaviour change efforts. This presentation will showcase a process through which theory can be retroactively mapped onto existing behaviour change programs to assist in encouraging more positive behaviour change across various contexts. 

Primary Contact

Alieena Mathew, Griffith University
Job Title

Research Fellow

Presenters

Alieena Mathew, Griffith University
Job Title

Research Fellow

Comparing participatory design methods: what can I expect from Co-design and Creating Collective Solutions (CCS)?

Tuesday, November 5, 2024 at 1:30 PM–1:50 PM CET add to calendar
White Hall 2
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Social marketing places people at the centre of all efforts, and participatory design methods are an important part of enacting this commitment to a human-centred approach. However, funding and time are often limited, requiring choices to be made regarding the methods employed. This presentation compares two participatory design processes conducted within one organisational setting ahead of the development of a healthy eating program. The insights derived from the processes were examined and compared to understand the merits of each process.

Primary Contact

Julia Carins. PhD, Griffith University
Job Title

Associate Professor

Presenters

Julia Carins. PhD, Griffith University
Job Title

Associate Professor

Self-care as a key to healthy, inclusive and equitable living of persons with heart failure

Tuesday, November 5, 2024 at 1:30 PM–1:50 PM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Session will provide a detailed insight of how “The Heart Failure Awareness and Empowerment Program” took into consideration social marketing’s principle of 7P's and what was the impact of the Program on individual, organizational and systems level; first in Slovenia and then on international level.

In addition, we will present and discuss the elements of the on-going media campaign, which is continuously developing and adjusting since 2017.

 

Primary Contact

Silva Nemeš, MSc, National Institute of Public Health of the Republic of Slovenia
Job Title

Expert in media studies and communication

Presenters

Silva Nemeš, MSc, National Institute of Public Health of the Republic of Slovenia
Job Title

Expert in media studies and communication

To buy, not to buy, or to buy better, that is the question! How emotions and motivations affect sustainable fashion consumption

Tuesday, November 5, 2024 at 1:30 PM–1:50 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

The fashion industry's massive water consumption and significant greenhouse gas emissions, together with poor working conditions and low wages for factory workers, highlight the urgent need of a shift towards more sustainable fashion practices. Our research delves into the psychological mechanisms behing sustainable fashion consumption, suggesting that positive emotions and intrinsic motivations drive intentions to consume sustainable fashion. Thus, they should be considered by social marketers when designing interventions aimed at changing behaviours for good in the fashion sector. 

Primary Contact

Irene Garnelo-Gomez, Henley Business School, University of Reading
Job Title

Lecturer in Marketing and Sustainability

Presenters

Irene Garnelo-Gomez, Henley Business School, University of Reading
Job Title

Lecturer in Marketing and Sustainability

Anastasiya Saraeva
Job Title

Associate Professor in Reputation and Responsibility

Lucy Hurwood
Job Title

Digital Product Owner

Making Sense of Suicide Prevention: Exploring the Visual Construction of Suicide Prevention in Social Marketing Materials

Tuesday, November 5, 2024 at 1:30 PM–2:15 PM CET add to calendar
White Hall 3
Proposed Conference Track

12. Critical social marketing

Session Theme

Future direction

Programme Listing

Explore how visual strategies in suicide prevention campaigns work to construct knowledge and potentially limit other perspectives. Discover how these visuals construct specific understandings and recognise dominant discourses within social marketing materials. Gain insights into the benefits of visual discourse analysis to enhance future campaigns.

Ideal for social marketers, public health professionals, and researchers interested in mental health communications.


Trigger Warning: This presentation includes discussions and visuals related to suicide prevention which may be distressing for some individuals.

Primary Contact

Amy Cannon, TU Dublin
Job Title

Marketing Lecturer

Presenters

Amy Cannon, TU Dublin
Job Title

Lecturer

Aligning practical solutions with system dynamics

Tuesday, November 5, 2024 at 1:55 PM–2:15 PM CET add to calendar
Garden Hall
Proposed Conference Track

5. Theories and methods

Session Theme

Environment & sustainability

Programme Listing

Solutions developed in projects for societal transition are often brought to a degree of maturity, but their scaling potential is limited. We hypothesise that scaling is hindered because of a lack of a more unified approach to both the dynamics in a system, and practical solutions for change. We propose a pragmatic solution to enhance the dialogue between system thinkers and solution developers to create this unification.

Primary Contact

Caroline van der Weerdt, Senior consultant consumer behaviour
Job Title

Senior consultant

Presenters

Caroline van der We, TNO
Job Title

Senior consultant

Co-creating a Pilot Program to Empower Adolescents to Face Tobacco and Alcohol Influence on Social Media: feedbacks from a French setting

Tuesday, November 5, 2024 at 1:55 PM–2:15 PM CET add to calendar
White Hall 2
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

People can expect to get an insight from the development of an educational program cocreated between researchers, stakeholder intervening in schools, and public decision-maker, reunited within a pilot study to develop adolescent's media literacy skills to face ill-health influence at stake on social media.

Primary Contact

Boris Chapoton, CoActiS, Jean Monnet University, Saint-Etienne
Job Title

Project Manager, PhD candidate

Presenters

Boris Chapoton, CoActiS, Jean Monnet University, Saint-Etienne
Job Title

Project Manager, PhD candidate

Is your pro-environmental policy (socially) accepted? Investigating the preference for corporate green measures, the role of autonomy, and social proof’s change potential

Tuesday, November 5, 2024 at 1:55 PM–2:15 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

In light of the European Green Deal, this presentation about pro-environemental policy acceptance is of interest to everyone: academics interested in sustainability, company owners, (social) marketers, policy makers or just any EU citizen. During this presentation, you will gain insights crucial for social marketing strategies and sustainable policy implementation. Among other things, you will discover the pivotal role of autonomy and social proof in shaping citizens' attitudes towards pro-environmental policies and learn why companies benefit from early EU policy adoption.

Primary Contact

Roos van Gogh, University of Antwerp
Job Title

PhD researcher

Presenters

Roos van Gogh, University of Antwerp
Job Title

PhD researcher

Social Robots for Acute Elderly Care: Investigating Staff Perceptions Within the UK's NHS

Tuesday, November 5, 2024 at 1:55 PM–2:15 PM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

This presentation explores the potential of using social robots to assist with elderly care in the UK National Health Service (NHS). The study presents findings on the attitudes of frontline staff towards this technology, examining both the drivers and barriers to adoption. The presentation also addresses ethical and privacy concerns associated with introducing robots into healthcare settings. 

Primary Contact

Rodrigo Perez Vega, Henley Business School, University of Reading
Job Title

Associate Professor

Presenters

Rodrigo Perez Vega, Henley Business School, University of Reading
Job Title

Associate Professor

‘Vaccinating your child during an emergency is more important than ever': a randomised controlled trial on message framing among Ukrainian refugees in Poland

Tuesday, November 5, 2024 at 1:55 PM–2:15 PM CET add to calendar
Glass Hall 2
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Attendees of this session will gain insights into the impact of various message frames on vaccination intentions among Ukrainian refugee mothers in Poland. The presentation will explore which message frames significantly boost vaccination uptake and provide actionable recommendations for public health practitioners. This session is crucial for those involved in refugee health, vaccination campaigns, and behavior change interventions, offering evidence-based approaches to improve health outcomes in vulnerable populations.

Primary Contact

Agnieszka Sochoń-Latuszek, UNICEF
Job Title

Social and Behaviour Change Specialist

Presenters

Agnieszka Sochoń-Latuszek, UNICEF
Job Title

Social and Behavior Change Specialist

Dorota Kleszczewska
Job Title

Institute of Mother and Child Foundation, President of the board

"Determinants, Personality Traits, and Spiritual Intelligence in Water Conservation in Business: The Case of Portuguese Wine Tourism"

Tuesday, November 5, 2024 at 2:20 PM–2:40 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

The investigation findings contribute to a broader understanding of the various determinants that can impact adopting such practices. Moreover, they allow for exploring new research avenues that intersect the fields of psychology, tourism, and marketing to promote environmental sustainability and highlight the importance of an integrated approach in social marketing. This session offers an invaluable opportunity for reflection for marketing professionals, researchers, and policymakers interested in the relationship between environmental sustainability and social marketing.

 

Primary Contact

Cristina Araújo, GOVCOPP Research Unit, Universidade de Aveiro
Job Title

Researcher

Presenters

Cristina Araújo, GOVCOPP Research Unit - Universidade de Aveiro
Job Title

Researcher

A Paradoxical Perspective to Explore the Drinking-Related Identities of Chinese Students in the UK

Tuesday, November 5, 2024 at 2:20 PM–2:40 PM CET add to calendar
White Hall 2
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

The aim of social marketing is to consciously change the behaviour of the target group (consumers). Identity, as one of the important factors influencing behavioural change (especially drinking behaviour), can provide a perspective to engage scholars in related research areas to discuss and learn from each other, stimulating further thinking on both sides of the issue of identity and alcohol in the field of social marketing.

Primary Contact

Jiayu Lei, School for Business and Society, University of York
Job Title

PhD Student

Presenters

Jiayu Lei, School for Business and Society, University of York
Job Title

PhD Student

Anti-Consumption for Social Marketing in Energy Policy: A Content Analysis of National Energy and Climate Plans in Europe

Tuesday, November 5, 2024 at 2:20 PM–2:40 PM CET add to calendar
Glass Hall 2
Proposed Conference Track

6. Upstream social marketing, policy and stakeholder engagement

Session Theme

Systems & policy

Programme Listing

Anti-consumption impact on macro levels has been scarcely studied. This analysis over European Union countries strategies and plans for energy reveal anti-consumption types in their forms, while also revealing a set of drivers, outcomes, the strategies and the relevant stakeholders. Social marketing orientation towards social good takes from anti-cosumption valuable multilevel information on energy transition plans.

Primary Contact

Olavo Pinto, Universidade do Minho
Job Title

PhD Candidate

Presenters

Beatriz Casais, University of Minho, School of Economics and Management and CICS.NOVA.UMinho
Job Title

Associate Professor

Climate intrapreneurship – identification of a relevant model to account for the enablers and barriers to the translation of employee carbon knowledge to climate action after participation in an education program

Tuesday, November 5, 2024 at 2:20 PM–2:40 PM CET add to calendar
Garden Hall
Proposed Conference Track

5. Theories and methods

Session Theme

Environment & sustainability

Programme Listing

Delivering employee climate action, focused on reducing workplace energy usage, requires a different set of strategies and instruments to other segments. Key to many internal organisational social marketing programs will be determining the constituents of the chasm between employee carbon knowledge and climate change behaviour. The presentation summarises the key enablers and barriers identified in literature reviews to explain this gap. It proposes that Michie et al.'s (2011) COM-B model has the greatest explanatory power of the climate knowledge-action gap.

Primary Contact

Janne van Wulfften Palthe, Swinburne University
Job Title

PhD Candidate

Presenters

Janne van Wulfften Palthe, Swinburne University
Job Title

PhD Candidate

Dr. Rowan Bedggood, Swinburne University
Job Title

Senior Lecturer, Researcher and Principal PhD Supervisor

Dr. Tim Breitbarth, CBS International Business School & Swinburne University
Job Title

Professor, Adjunct Professor, PhD Supervisor

Enabling safe internet use among older people

Tuesday, November 5, 2024 at 2:20 PM–2:40 PM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Online threats, such as misinformation, scams and fraud are becoming increasingly common. The aim of this presentation is to provide an understanding of how older people navigate the internet and the online threats they often encounter. Drawing from our qualitative study and using the concept of the “customer journey”, we propose a typology of older people’s online journeys along with social marketing strategies that could keep older people safe online.

Primary Contact

Ariadne Kapetanaki, University of York
Job Title

Senior Lecturer in Marketing

Presenters

Ariadne Kapetanaki, University of York
Job Title

Senior Lecturer in Marketing

Snehasish Banerjee, University of York
Job Title

Senior Lecturer in Marketing

Promoting behavioural change against child sexual abuse: "Not everything is what it looks like” campaign.

Tuesday, November 5, 2024 at 2:20 PM–2:40 PM CET add to calendar
White Hall 3
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

The presentation and discussion will be supported by a theoretical framework that combines the variables of social marketing with the principles of creativity. Thus, the presentation of the campaign - with a visualisation of the images and videos and an explanation of the creative options - will be a differentiating aspect for all those interested in the creative process.

Primary Contact

Prof. Sara Balonas, University of Minho - Communication and Society Research Centre
Job Title

Professor

Presenters

Prof. Sara Balonas, University of Minho - Communication and Society Research Centre
Job Title

Professor

"Savvy Screens, Happy Tweens" : An initiative aimed at the ecosystem of actors surrounding children to promote sensible use of screens

Tuesday, November 5, 2024 at 2:45 PM–2:55 PM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Faced with the excessive use of screens by children and all the related consequences (brain development, mental health problems and an increase in sedentary lifestyles). The ‘Vivons en Forme’ programme, in collaboration with the social marketing agency LinkUp, provides solutions as part of a strategy for the sensible use of this tool at international level.

 

 

Primary Contact

Sophie McGannan, "Vivone en Forme" Programme
Job Title

Director of Development and International Projects for the ‘Vivons en Forme’ programme

Presenters

Sophie McGannan, "Vivone en Forme" Programme
Job Title

Director of Development and International Projects for the ‘Vivons en Forme’ programme

"Transforming the Political Landscape: Effect of a Social and Behavioural Change Intervention to Empower Women and Youth Political Involvement in Kano and Kaduna, Nigeria."

Tuesday, November 5, 2024 at 2:45 PM–2:55 PM CET add to calendar
Glass Hall 2
Proposed Conference Track

6. Upstream social marketing, policy and stakeholder engagement

Session Theme

Systems & policy

Programme Listing

What people attending will learn:

  • The cultural, religious, and educational challenges that hinder youth and women's political involvement.
  • How a successful SBC campaign addressed these issues in Nigeria.
  • Specific strategies used, such as workshops, social media engagement, and mentorship programs.
  • How to evaluate the impact of such campaigns 

Why people should attend:

Anyone interested in:

  • Promoting gender and youth inclusion in politics.
  • Developing effective social change campaigns.
  • Understanding how to measure the impact of these initiatives.

Primary Contact

Oluyemi Abodunrin, Centre for Communication and Social Impact (CCSI)
Job Title

Technical Advisor

Presenters

Oluyemi Abodunrin, Centre for Communication and Social Impact (CCSI)
Job Title

Technical Advisor

An examination of Irish adults’ behaviour and attitudes towards alcohol in the context of the legacy of the COVID-19 pandemic

Tuesday, November 5, 2024 at 2:45 PM–2:55 PM CET add to calendar
White Hall 2
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Those attending will be provided with knowledge exchange through evidence-informed research in order to help address alcohol misuse and related harm. This will in turn enrich understanding and expertise to help improve adults’ health wellbeing through empowerment to lead healthier lives, thus enabling positive behaviour change. Ultimately, evidence shared will contribute towards positive societal impact. The presentation will be of interest to active and interested stakeholders across all sectors and backgrounds including researchers in the health and behaviour change space 

Primary Contact

Dr Ann Stokes, PhD, Drinkaware
Job Title

Research and Impacts Manager

Presenters

Dr Ann Stokes, PhD, Drinkaware
Job Title

Research and Impacts Manager

Dearbhla O'Brien, Drinkaware
Job Title

CEO

Consumer Attitudes towards Reusable/Refillable product packaging

Tuesday, November 5, 2024 at 2:45 PM–2:55 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

Explore the power of refill and reuse initiatives in tackling environmental challenges. This session covers the language consumers use to describe reusable packaging, the key motivators for adoption identified through the COM-B model, and effective strategies for driving behaviour change. Gain actionable insights from in-depth research and learn how to create impactful campaigns to increase consumer uptake of reusable and refillable packaging, promoting a sustainable circular economy.

Primary Contact

Gary Wootten, Hitch Marketing
Job Title

Chief Executive

Presenters

Gary Wootten, Hitch Marketing
Job Title

Chief Executive

Give Hope Conference

Tuesday, November 5, 2024 at 2:45 PM–2:55 PM CET add to calendar
White Hall 3
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing
Hear real-life examples of community and faith engagement techniques that reached and influenced ethnic minority groups in the UK during the COVID-19 pandemic to increase vaccine uptake. 
Understand the process and methods of insight and co-design to be able to use them to design and deliver social campaigns.

Primary Contact

Nina Gavin
Job Title

Head of Behavioural Insights

Presenters

Nina Gavin
Job Title

Director of Behavioural Insight

Agro Sourcing: how to become (again) a key player in the organic and fair-trade market in a post-growth society?

Wednesday, November 6, 2024 at 11:15 AM–11:35 AM CET add to calendar
White Hall 2
Proposed Conference Track

9. Food and the environment

Session Theme

Environment & sustainability

Programme Listing

The audience would have the opportunity to discover and discuss an original example of a firm committed to a mission-oriented marketing: Agro Sourcing, a firm that sells dried fruits and nuts, engaged in supporting producers and cooperatives for better and for worse. We address strategic marketing issues and food challenges. In an industry marked by green claims (sometimes without strong action), expansion at any cost is not proposed as a recommendation for the firm.

Primary Contact

Steffie Gallin, Montpellier Business School
Job Title

Assistant Professor

Presenters

Steffie Gallin, Montpellier Business School
Job Title

Assistant Professor

Jacqueline BOYSSELLE, Montpellier Business School
Job Title

Head of the Marketing, Sales and Branding Department & Assistant Professor

Empowering Rural Women Entrepreneurs to Disseminating Public Health Messages: An Innovative Business Model in Bangladesh

Wednesday, November 6, 2024 at 11:15 AM–11:35 AM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

The women entrepreneurship initiative of SMC is one of the proven models in public helath sector in Bangladesh which could be replicated anywhere in the world. The trained women disseminate health information and sell public health products and thereby earn a profit margin on the sales they make. SMC does not pay any remuneration to these women for their engagement in the business rather provides mentoring support to develop them as entrepreneurs.

Primary Contact

Mohammad Mohiuddin Ahmed, Masters in Sociology, Social Marketing Company (SMC) and Dhaka, Bangladesh
Job Title

Additional General Manager, Program Marketing and BCC

Presenters

Mohammad Mohiuddin Ahmed, Masters in Sociology, Social Marketing Company (SMC) and Dhaka, Bangladesh
Job Title

Additional General Manager, Program Marketing and BCC

Supporting Adoption of Farmer Managed Natural Regeneration in Zambia

Wednesday, November 6, 2024 at 11:15 AM–11:35 AM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

In mid-2023 The Behaviour Change Collaborative were commissioned by World Vision to help bring its Regreen the Globe strategy to life. This session covers how The BCC worked in partnership to conduct behavioural research with farmers in Zambia, mapped insights against a behavioural framework to uncover System 1 and 2 influences, and then used the outputs to develop a mulit-lever SMBC Strategy to encourage uptake of Farmer Managed Natural Regeneration (FMNR). 

Primary Contact

Luke van der Beeke, The Behaviour Change Collaborative
Job Title

Founder and Managing Director

Presenters

Luke van der Beeke, The Behaviour Change Collaborative
Job Title

Founder and Managing Director

The recipe for success: A process to map theory onto interventions and evaluations

Wednesday, November 6, 2024 at 11:15 AM–11:35 AM CET add to calendar
Glass Hall 2
Proposed Conference Track

5. Theories and methods

Session Theme

Future direction

Programme Listing

Theory is like a recipe. Theory lays out the ingredients and describes the process you need to follow. If you follow the recipe, then success is assured. Evidence shows that rates of behaviour change are higher when theory is included in social marketing.
This presentation outlines the Theory Card Sorting Activity (TCSA) and case studies on how you can implement theory into your social marketing program and evaluation.

Primary Contact

Jessica Harris, Griffith University
Job Title

Practitioner and Academic

Presenters

Dr Jessica Harris, Griffith University
Job Title

Practitioner and Academic

Yue Xi, Social Marketing @ Griffith University
Job Title

PhD student

Professor Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Job Title

Director

Alieena Mathew, Social Marketing @ Griffith University
Job Title

PhD Student

Tori Seydel, Social Marketing @ Griffith University
Job Title

Research Fellow

Developing a Scale for Perceived Realism in VR Storytelling: Implications for Narrative Persuasion and Prosocial Change

Wednesday, November 6, 2024 at 11:15 AM–12:00 PM CET add to calendar
White Hall 3
Proposed Conference Track

7. Promoting the uptake, mandate and application of social marketing

Session Theme

Technology and social marketing

Programme Listing

During this session, we will discuss the potential of Virtual Reality (VR) Storytelling for social marketing purposes. Two topics will be discussed in greater detail: perceived realism and narrative persuasion. Realism in VR affects the extent to which VR stories are persuasive. The session will conclude with a more general discussion of the opportunities and pitfalls of using Virtual Reality as a tool for narrative persuasion for prosocial purposes (focusing in climate change awareness).

Primary Contact

David Walewijns, University of Antwerp
Job Title

PhD researcher

Presenters

David Walewijns, University of Antwerp
Job Title

PhD researcher

Green Governance: Exploring Government Responsibility Claims in Climate Messaging

Wednesday, November 6, 2024 at 11:15 AM–12:00 PM CET add to calendar
Garden Hall
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

This research explores the crucial role of governments in fostering pro-environmental behaviours and the psychological dynamics behind responsibility claims. It highlights how people's perception of governmental environmental responsibility influences their own environmental self-identity and subsequent behaviours. By employing a mixed-methods approach, the study aims to deepen our understanding of these dynamics, offering valuable insights for effective environmental communication strategies and policy-making.

Primary Contact

Ibe Delvaux, Vrije Universiteit Brussel and imec-SMIT
Job Title

PhD Candidate

Presenters

Ibe Delvaux, Vrije Universiteit Brussel and imec-SMIT
Job Title

PhD Candidate

Closing the Gap for Indigenous Australians: A Social Marketing Review of Food Security Initiatives

Wednesday, November 6, 2024 at 11:40 AM–12:00 PM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

The health status of Indigenous Australians tends to be much poorer than most of the non-Indigenous population. Indigenous Australians have a reduced life expectancy. Health promotion is essential to facilitating and advancing Indigenous communities as it enables lives to be productive and reduces non-communicable diseases. This presentation will discuss current behavioural programs utilised and cultural and traditional practices that can assist in creating better living conditions and longer lifespans using social marketing practices and policy reform.

Primary Contact

Dr Jessica Harris, Griffith University
Job Title

Practitioner and Academic

Presenters

Dr Jessica Harris, Griffith University
Job Title

Practitioner and Academic

Exploring Social Support and Family Well-Being Through Family Routines for Parents of Autistic Children.

Wednesday, November 6, 2024 at 11:40 AM–12:00 PM CET add to calendar
Glass Hall 2
Proposed Conference Track

5. Theories and methods

Session Theme

Future direction

Programme Listing

The session will cover the work done as part of my dissertation. It will discuss novel ways to conduct traditional qualitative methods and the process of recruiting vulnerable populations. A new theory will also be introduced that has not been applied before to the social marketing framework, providing a potential new way to change behavior through social marketing. 

Primary Contact

Angela Makris, University of South Florida (USF) College of Public Health
Job Title

PhD Candidate

Presenters

Angela Makris, University of South Florida (USF) College of Public Health
Job Title

PhD Candidate

Identifying safe battery disposal solutions: A CCS case study

Wednesday, November 6, 2024 at 11:40 AM–12:00 PM CET add to calendar
Garden Hall
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

Expectations of this study: 1. understand a new social marketing approach to tackle the leaky battery issue in a local community. 2. This study presents key indicators of e-waste-related social marketing intervention design. This study presents a case study on environmental and public health issues caused by inappropriate battery disposal practices.

Primary Contact

Yue Xi, Griffith University
Job Title

PhD Candidate

Presenters

Yue Xi, Griffith University
Job Title

PhD Candidate

Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Job Title

Director of Social Marketing @ Griffith Research Centre

Social marketing for the environment: An integrated social marketing communications (ISMC) framework.

Wednesday, November 6, 2024 at 11:40 AM–12:00 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

Integrated marketing communications (IMC) is important in achieving pro-social behaviour goals, but what does it mean to do IMC in pro-environmental behaviour change campaigns?

This research addresses the idea of consistency in communicating the brand promise in the context of social marketing campaigns addressing the issue of single-use plastics. Findings from interviews with social marketing practitioners and the analysis of three IMC campaigns will be discussed.

Primary Contact

ZAINEB BOUHARDA, The Open University
Job Title

PhD Candidate

Presenters

ZAINEB BOUHARDA, The Open University
Job Title

PhD Candidate

Taste the Change: intervention to encourage healthy and planet friendly diet in the university campus

Wednesday, November 6, 2024 at 11:40 AM–12:00 PM CET add to calendar
White Hall 2
Proposed Conference Track

9. Food and the environment

Session Theme

Environment & sustainability

Programme Listing

You will be able to gain insights from a recently implemented social marketing intervention Taste the Change co-designed at micro, mezzo and macro level to encourage planet friendly food-related behaviour at the Faculty of Social Sciences University of Ljubljana. Learning from out practical case you will be able to better understand effective approaches to enabling planet friendly food consumption and use the gained knowledge to inform your own potential further efforts to encourage planet friendly behaviours.

Primary Contact

dr. Sinja Čož, University of Ljubljana Faculty of Social Sciences
Job Title

Researcher

Presenters

dr. Sinja Čož, University of Ljubljana Faculty of Social Sciences
Job Title

Researcher

dr. Tanja Kamin, University of Ljubljana Faculty of Social Sciences
Job Title

Professor

Dora Matejak, University of Ljubljana Faculty of Social Sciences
Job Title

Researcher

‘Wear Real’ counterfeit football shirt prevention, World Cup 2022

Wednesday, November 6, 2024 at 12:05 PM–12:15 PM CET add to calendar
White Hall 3
Proposed Conference Track

6. Upstream social marketing, policy and stakeholder engagement

Session Theme

Systems & policy

Programme Listing

Discover how a campaign in England and Wales raised awareness about counterfeit football shirts linked to organised crime ahead of the 2022 FIFA World Cup.

This session covers the impact of counterfeit goods, creative educational strategies, and effective campaign delivery. Attendees will gain insights into designing campaigns to discourage counterfeit purchases, making this a must-attend for professionals in social marketing and consumer protection.

Primary Contact

Gary Wootten, Hitch Marketing
Job Title

Chief Executive

Presenters

Gary Wootten, Hitch Marketing
Job Title

Chief Executive

Can Knowledge, Environmental Narratives, and Ideology Shape Citizen Support for the Energy Transition?

Wednesday, November 6, 2024 at 12:05 PM–12:25 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

Attendees will explore the factors influencing individual commitment to the energy transition, focusing on how knowledge and political ideology shape environmental narratives and renewable energy adoption. The session will provide insights into the role of education and demographic factors in promoting sustainable practices. Ideal for researchers, policymakers, and practitioners, this session offers valuable perspectives on enhancing social marketing strategies and behavior change towards a sustainable energy future.

Primary Contact

Carla Rodríguez Sánchez, UNIVERSIDAD DE ALICANTE Departamento de Marketing
Job Title

Associate professor

Presenters

Carla Rodriguez-Sanchez, Universidad de Alicante
Job Title

Associate Professor.

Francisco Sarabia-Sanchez, Universidad Miguel Hernández de Elche
Job Title

Full Professor

Noelia Artiaga-Sanchez, Universidad Miguel Hernández de Elche
Job Title

PhD Student

Integrating Neuroscience into Social Marketing: Insights, Challenges, and Future Directions

Wednesday, November 6, 2024 at 12:05 PM–12:25 PM CET add to calendar
Glass Hall 2
Proposed Conference Track

5. Theories and methods

Session Theme

Future direction

Programme Listing

This review explores integrating neuroscience into social marketing, outlining benefits, challenges, and a future research agenda. The review will present how neuroscience have been adopted until now hilighting the powerfull combination between these two approach.

Primary Contact

Ornella Bonafede, Sant'Anna School of Advanced Studies
Job Title

PhD

Presenters

Ornella Bonafede, Sant'Anna School of Advanced Studies
Job Title

PhD

Think Global, Eat Local: Proposing a Glocal Social Marketing Approach for Mediterranean Diet adherence in HEI Canteens

Wednesday, November 6, 2024 at 12:05 PM–12:25 PM CET add to calendar
Garden Hall
Proposed Conference Track

9. Food and the environment

Session Theme

People & wellbeing

Programme Listing

This project presents an innovative glocal social marketing approach to promote the Mediterranean diet in HEI canteens across Portugal, Turkey, and Croatia. Traditionally, studies on this topic focus solely on students, but our project engages multiple stakeholders, including food service providers and university administrators. Inspired by "Think Global, Eat Local," we emphasize the importance of adapting social marketing strategies to different cross-cultural scenarios. The project provides a comprehensive approach and delivers significant implications for public health and policy-making.

Primary Contact

Sandra Gomes, IPAM and CETRAD
Job Title

Professora Coordenadora

Presenters

Sandra Gomes, IPAM and CETRAD
Job Title

Prof. Coordenadora

Mafalda Nogueira, IPAM
Job Title

Prof. Coordenadora

Ada Rocha, FCNAUP
Job Title

Associate Professor

Cláudia Viegas, Escola Superior de Tecnologia da Saúde de Lisboa
Job Title

Prof. Adjunta

Marília Prada, ISCTE
Job Title

Assistant Professor with Habilitation

Too hurry for avoiding food waste? The role of time pressure in food practices

Wednesday, November 6, 2024 at 12:05 PM–12:25 PM CET add to calendar
White Hall 2
Proposed Conference Track

9. Food and the environment

Session Theme

Environment & sustainability

Programme Listing

Food waste is complex, and intertwines with almost all everyday practices. In their presentation, the authors offer a proposition of how to deal with this complexity as social marketers, and they address a relevant question for all researchers on consumers daily life: time!

Primary Contact

Margot DYEN, University of Savoie Mont Blanc
Job Title

Senior Lecturer

Presenters

Margot DYEN, University of Savoie Mont Blanc - IREGE
Job Title

Senior lecturer

Lucie SIRIEIX, Institut Agro Montpellier - UMR MOISA
Job Title

Profesor

Guillaume LE BORGNE, University of Savoie Mont Blanc - IREGE
Job Title

Senior lecturer

Winning Hearts and Minds to Engage Southeast Asian Women by Working With Rather Than Against Their Culture.

Wednesday, November 6, 2024 at 12:05 PM–12:25 PM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Embracing culture and using real lived experience to co-design and develop a truly transformational behaviour change journey that positively impacts not just the health and well-being of the Southeast Asian ladies the service was created for and with, but also the lives of their wider family. It’s time for us to truly commit to deliver person centred care that no longer focuses on the outcomes of the commissioner but of what really matters to the people we are working with.

Primary Contact

Stuart Jackson, ICE Creates
Job Title

CEO, ICE Creates

Presenters

Amanda Jackson
Job Title

Director of Strategy, ICE Creates

Applying HITS: A new social marketing theory

Wednesday, November 6, 2024 at 1:30 PM–1:50 PM CET add to calendar
White Hall 2
Proposed Conference Track

5. Theories and methods

Session Theme

Future direction

Programme Listing

Social marketing is a solutions-focused field that aims to alleviate pressing issues for the betterment of society and our planet. Theory is underutilised in social marketing, and a key weakness of social marketing theories is the focus on individuals, which is stigmatising. A theory focused on what social marketers can do may better support practitioners. This paper presents the HITS social marketing theory. HITS provides 9 actions across 4 domains, that together are expected to increase rates of behaviour change.

Primary Contact

Julia Carins. PhD, Griffith University
Job Title

Assocaite Professor

Presenters

Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Job Title

Professor

Julia Carins. PhD, Griffith University
Job Title

Associate Professor

Researchers of the night: Driving flying fox conservation through segmentation

Wednesday, November 6, 2024 at 1:30 PM–1:50 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

This session will share the results of a social marketing formative research study that supported an Australian conservation governmental agency tasked with managing conflict between humans and flying foxes. We will share the lessons learned through this multi-method project that incorporated a survey and community co-design. A segmentation approach allowed for the identification of distinct audiences, which then enabled the design of targeted communication strategies centering these audiences’ unique challenges, needs, and values.

Primary Contact

Liz Foote, Social Marketing at Griffith, Griffith University
Job Title

Research Fellow

Presenters

Liz Foote, Social Marketing at Griffith, Griffith University
Job Title

Research Fellow

SAMENESS AS MALE PRIVILEGE: THE REPRESENTATION OF POWER IN PUBLIC DISCOURSE

Wednesday, November 6, 2024 at 1:30 PM–1:50 PM CET add to calendar
White Hall 1
Proposed Conference Track

12. Critical social marketing

Session Theme

People & wellbeing

Programme Listing

You can expect a frank and critical discussion of an unexplored type of male privilege.

Primary Contact

Thomas Anker, University of Dundee
Job Title

Professor of Marketing

Presenters

Thomas Anker
Job Title

Professor of Marketing

Selling idea of selling less in the fashion sector

Wednesday, November 6, 2024 at 1:30 PM–1:50 PM CET add to calendar
Glass Hall 2
Proposed Conference Track

6. Upstream social marketing, policy and stakeholder engagement

Session Theme

Environment & sustainability

Programme Listing

This session will be of interest to upstream social marketers who are working on "meso-level" change initiatives, particularly those with an environmental sustainability focus. The session will be engaging in nature and the presenter is interested in the views of experienced practioners. For academics, this session intends to suggest a fruitful new direction of study for those in the social marketing field.

Primary Contact

Julia du Plessis, Wits
Job Title

PHD candidate

Presenters

Julia du Plessis, Wits
Job Title

PHD candidate

The Case for Social Marketing Academic Courses in Greece

Wednesday, November 6, 2024 at 1:30 PM–1:50 PM CET add to calendar
Garden Hall
Proposed Conference Track

7. Promoting the uptake, mandate and application of social marketing

Session Theme

Future direction

Programme Listing

The session will discuss the growing interest in social marketing in academia in Greece from the unique perspective of university students, who see it as an added skill to their future marketing careers. It will also discuss how this knowledge can be turned into an upstream push to include social marketing in tertiary marketing courses in Greece using best practices from university institutions in Europe and the UK.  

Primary Contact

Angela Makris, University of South Florida (USF) College of Public Health
Job Title

PhD Candidate

Presenters

Angela Makris, University of South Florida (USF) College of Public Health
Job Title

PhD Candidate

Dr Eleni Mavragani, University of Macedonia
Job Title

Assistant Professor in Marketing Management

Breaking Gender Norms through Male-Targeted Health Services: Lessons from Malawi’s "Special Day" Initiative

Wednesday, November 6, 2024 at 1:55 PM–2:15 PM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

This presentation will focus on a social marketing initiative in Malawi that successfully engaged men in healthcare through male-only clinic days held on Saturdays. The project significantly increased their healthcare participation by creating a dedicated space for men. Attendees will learn how this approach can effectively reach men who are typically harder to engage in health services, offering valuable insights for anyone interested in improving healthcare access through gender-specific strategies.

 

 

Primary Contact

Isotta Triulzi, Scuola Superiore Sant'Anna
Job Title

Researcher

Presenters

Isotta Triulzi, Scuola Superiore Sant'Anna
Job Title

Researcher

Digital Media for Policymaking: from stakeholder strategies to low participation

Wednesday, November 6, 2024 at 1:55 PM–2:15 PM CET add to calendar
Glass Hall 2
Proposed Conference Track

6. Upstream social marketing, policy and stakeholder engagement

Session Theme

Systems & policy

Programme Listing

This study explored using a digital platform for co-designing public policy development in the context of Portugal's National Program for Healthy Eating. Not only the digital public consultations have a somewhat low participation level, a strategic duplication of submissions emerged.

The research suggests the need for better methods to identify these strategies, but also to encourage diverse participation. These findings hold value for social marketing by highlighting the importance of strategic messaging and audience engagement in designing effective digital interventions.

Primary Contact

Tiago Durães, University of Porto, CITCEM/FLUP and Director General of Health, Portugal
Job Title

Ph.D. Candidate

Presenters

Tiago Durães, University of Porto, CITCEM/FLUP and Director General of Health, Portugal
Job Title

Ph.D. Candidate

Impact evaluation of a smoking cessation intervention

Wednesday, November 6, 2024 at 1:55 PM–2:15 PM CET add to calendar
White Hall 3
Proposed Conference Track

13. Impact in Social Marketing

Session Theme

People & wellbeing

Programme Listing

N/A

Primary Contact

Bilal Akbar, Nottingham Trent University
Job Title

Senior lecturer in Marketing

Presenters

Bilal Akbar, Nottingham Trent University
Job Title

Senior Lecturer in Marketing

More space for place: Envisioning the third “P” of the social marketing mix for behaviour change strategies

Wednesday, November 6, 2024 at 1:55 PM–2:15 PM CET add to calendar
White Hall 2
Proposed Conference Track

5. Theories and methods

Session Theme

Future direction

Programme Listing

This conceptual presentation proposes a framework to better understand and utilise 'place', the 3rd P of the social marketing mix. The current confusion of 'place' has limited its intentional application to effect behaviour change. Drawing from multi-disciplinary perspectives of the understanding of place and other sociospatial constructs, it is proposed that 'place' moves from being a mere convenient mnemonic, to fully encapsulate its role and to enable social marketers to better realise sustained behaviour change. 

Primary Contact

Claire Naidoo, PhD Candidate (University of Witwatersrand, South Africa)
Job Title

Social and behaviour change practioner and PhD candidate

Presenters

Claire Naidoo, PhD Candidate / SBC practitioner
Job Title

Social and Behaviour Change Practitioner

Societal Realization of Business — Many of Nonfinancial Factors Have Demonstrable Financial Impact

Wednesday, November 6, 2024 at 1:55 PM–2:15 PM CET add to calendar
Garden Hall
Proposed Conference Track

7. Promoting the uptake, mandate and application of social marketing

Session Theme

Environment & sustainability

Programme Listing

We will analyze the effect of ESG requirements on marketing and branding. We are now creating accountability structures in society (ESG metrics) so that these efforts can be observed, tracked, and analyzed. Korn Ferry research reveals that purpose-driven organizations are more successful organizations. Be yourself – Virgin Atlantic, AB INBEV – Contract for change programs are good example how can be integrated into the branding socially and environmentally responsible way the purpose.

Primary Contact

Fabiola Kopasz, Ganzair
Job Title

Strategy and Marketing Director

Presenters

Fabiola Kopasz, Ganzair
Job Title

Startegy and Marketing Director

What are the behavioural drivers and barriers of Chinese ivory consumption? A qualitative systematic review and thematic synthesis

Wednesday, November 6, 2024 at 1:55 PM–2:15 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

This session will discuss our results of a systematic review on the drivers and barriers of ivory consumption in China. This study is based on the Theory of Change that current normative values around ivory continue to fuel the illegal trade in China. We apply the Behavioural Drivers Model in our synthesis to help to guide future demand management interventions and research directions. 

 
 
 

Primary Contact

Molly Brown, University of York
Job Title

PhD Student

Presenters

Molly Brown, University of York
Job Title

PhD Student

Gender-Based Violence Reduction Campaign - #IsThisOk?

Wednesday, November 6, 2024 at 2:20 PM–2:30 PM CET add to calendar
White Hall 1
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

Explore Greater Manchester’s innovative Gender-Based Violence (GBV) reduction campaign, #IsThisOk?. Discover how the campaign aims to increase awareness of early-level GBV behaviours, understand their impact on women and girls, and challenge attitudes and behaviours among men and boys aged 18-35. Learn about the multi-platform approach, research methodology, and evaluation findings driving impactful change in tackling GBV. Gain insights into engagement strategies, including films and podcasts, targeting diverse media channels to reach and influence the target audience effectively.

Primary Contact

Gary Wootten, Hitch Marketing
Job Title

Chief Executive

Presenters

Gary Wootten, Hitch Marketing
Job Title

Chief Executive

Research on musical events as a way of facilitating dialogue with families about organ donation

Wednesday, November 6, 2024 at 2:20 PM–2:30 PM CET add to calendar
White Hall 3
Proposed Conference Track

1. Health and wellbeing

Session Theme

People & wellbeing

Programme Listing

The aim of this study was to examine the elements of a music event that could encourage behaviour change to promote organ donation and family dialogue among the apathetic population. It suggests that organising musical events in high street locations that educate, shed light on specific issues and increase commitment may be effective in promoting interest in organ donation and encouraging decision-making and family dialogue.

Primary Contact

Yoko Uryuhara, The Social Marketing Research Centre, Doshisha, Japan
Job Title

professor

Presenters

Yoko Uryuhara, Doshisha Univer and Social marketing reseach centre, Japan
Job Title

professor

Segmenting audiences to better inform pro-environmental behavior

Wednesday, November 6, 2024 at 2:20 PM–2:30 PM CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

If you attend this session, you can expect to learn about several case studies where social marketing was utilized to influence pro-environmental behavior. It will focus on segmenting an audience beyond demographics to influence behavior change around stormwater pollution and climate change. Failures and challenges will be shared so that attendees will walk away with the idea of creating better socio-ecological programmatic outcomes. 

Primary Contact

Amanda Rockler, University of Maryland at College Park
Job Title

Watershed Restoration Specialist

Presenters

Amanda Rockler, UMD
Job Title

Watershed Restoration Specialist

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