European Social Marketing Conference 2024

5. Theories and methods

Future direction

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.

1. Health and wellbeing

Technology and social marketing

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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. 

1. Health and wellbeing

People & wellbeing

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. 

1. Health and wellbeing

People & wellbeing

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.

12. Critical social marketing

Systems & policy

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.

8. Equality, diversity and inclusion

People & wellbeing

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.

4. Migration, integration and community cohesion

People & wellbeing

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.

1. Health and wellbeing

People & wellbeing

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

1. Health and wellbeing

People & wellbeing

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. 

1. Health and wellbeing

Technology and social marketing

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.

1. Health and wellbeing

People & wellbeing

Adam Riglar - Strategic Engagement Lead

Stuart Jackson - CEO

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

1. Health and wellbeing

People & wellbeing

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.  

5. Theories and methods

Future direction

1. Health and wellbeing

People & wellbeing

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.

8. Equality, diversity and inclusion

People & wellbeing

.

5. Theories and methods

Environment & sustainability

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. 

1. Health and wellbeing

People & wellbeing

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.

1. Health and wellbeing

People & wellbeing

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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. 

12. Critical social marketing

Future direction

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.

5. Theories and methods

Environment & sustainability

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.

1. Health and wellbeing

People & wellbeing

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

1. Health and wellbeing

People & wellbeing

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. 

1. Health and wellbeing

People & wellbeing

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

1. Health and wellbeing

People & wellbeing

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.

6. Upstream social marketing, policy and stakeholder engagement

Systems & policy

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.

5. Theories and methods

Environment & sustainability

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.

1. Health and wellbeing

People & wellbeing

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.

1. Health and wellbeing

People & wellbeing

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.

1. Health and wellbeing

People & wellbeing

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.

6. Upstream social marketing, policy and stakeholder engagement

Systems & policy

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.

1. Health and wellbeing

People & wellbeing

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.  

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

1. Health and wellbeing

People & wellbeing

9. Food and the environment

Environment & sustainability

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.

1. Health and wellbeing

People & wellbeing

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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). 

5. Theories and methods

Future direction

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.

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

Technology and social marketing

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).

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

1. Health and wellbeing

People & wellbeing

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.

5. Theories and methods

Future direction

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. 

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

9. Food and the environment

Environment & sustainability

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.

6. Upstream social marketing, policy and stakeholder engagement

Systems & policy

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

5. Theories and methods

Future direction

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.

9. Food and the environment

People & wellbeing

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.

9. Food and the environment

Environment & sustainability

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!

1. Health and wellbeing

People & wellbeing

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.

5. Theories and methods

Future direction

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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.

12. Critical social marketing

People & wellbeing

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

6. Upstream social marketing, policy and stakeholder engagement

Environment & sustainability

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.

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

Future direction

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.  

1. Health and wellbeing

People & wellbeing

6. Upstream social marketing, policy and stakeholder engagement

Systems & policy

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.

13. Impact in Social Marketing

People & wellbeing

N/A

5. Theories and methods

Future direction

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. 

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

Environment & sustainability

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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. 

1. Health and wellbeing

People & wellbeing

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.

1. Health and wellbeing

People & wellbeing

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.

2. Planetary health: Environment and sustainability

Environment & sustainability

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.