World Social Marketing Conference 2025

Research / Academic Abstract

Theories and methods

The audience will hear how real-world patient journeys through Slovenia’s preventive health programme Together for Health were explored using the mystery shopping method. Focusing on service interactions across multiple levels, the study reveals critical barriers and enablers shaping patient engagement. Framed by value creation theory, the findings highlight how interactions within services influence behaviour and perceived value in preventive care. Insights can inform strategies to co-create supportive, equitable, and effective preventive health services.

Practice / Case Study Abstract

Health and wellbeing

Unclouding the Narrative: A Collective Impact Approach to Preventing Youth Vaping in Victoria
VicHealth is implementing a statewide, prevention-focused initiative to counter the rise of youth vaping using a collective impact model. Through place-based partnerships, youth co-design, and targeted social marketing, the UNCLOUD campaign empowers young people to resist industry influence and make informed choices. This session will explore how systems thinking, youth storytelling, and non-judgemental messaging are shifting behaviours and reframing public health responses to vaping in Australia.

Practice / Case Study Abstract

Climate action, environmental and species protection

Research / Academic Abstract

Health and wellbeing

Midlife is a pivotal stage that demands greater attention from both academics and practitioners to fully grasp the impact of modifiable lifestyle behaviours on mental health and wellbeing. This study explores how lifestyle factors and health characteristics shape the mental health of Australian women in midlife, providing critical insights for designing targeted interventions. By fostering positive behavioural changes, these interventions seek to enhance wellbeing and support healthier, more fulfilling lives for women during this transformative life stage.

Practice / Case Study Abstract

Advertising & marketing communications

Discover how generative AI can turbo-charge social-marketing creativity. In this hands-on interactive session, you will team up to refine a brief, prompt ChatGPT (and a specialist “Marketing GPT”), and leave with ready-to-deploy taglines, visuals, and a reusable prompt kit—plus a checklist for vetting accuracy, inclusivity, and behavioural rigour. Perfect for practitioners seeking practical AI skills, ethics in practice, and instant campaign assets.

Practice / Case Study Abstract

Climate action, environmental and species protection

Unlock the Power of People in Conservation!
Ready to spark real change? Join the Jane Goodall Institute and Dr. Lauren Watkins for an interactive, high-energy session that brings behavioral science to life in conservation. Dive into proven tools, hands-on strategies, and powerful lessons from a breakthrough campaign in Western Tanzania. Discover how to co-create solutions with communities and drive impact. If you’re passionate about putting people at the heart of environmental solutions, this is the session you’ve been waiting for! 

Research / Academic Abstract

Equality, diversity and inclusion

This session aims to create a space for exploring how social marketing can advance social inclusion. It draws on a range of experiences covering different groups and contexts (e.g. caregivers and neurodiversity, disabilities, employees, youth, education, refugees etc). It will provide an update of the Inclusive Social Marketing Interest Group work to date and invite participants to engage in a mapping exercise to identify what it means to adopt an inclusive model of social marketing and the implications for social change. We will reflect on the role of the Inclusive Social Marketing Interest Group and opportunities for collaboration.

Research / Academic Abstract

Climate action, environmental and species protection

This presentation–focused on the management of cats in Hawaii as a means of protecting native birds–will convey the value of using a behaviourally-informed survey and participatory co-design to explore a biodiversity conservation research context, and will share how the results of a segmentation study can guide practical solutions to address a polarizing issue.

Research / Academic Abstract

Theories and methods

This session explores how nonprofit organizations engage with social impact evaluation and why existing frameworks often fall short. Drawing on qualitative interviews, it highlights practical challenges, strategic misuses, and the underuse of qualitative data. Participants will gain insight into the need for tailored evaluation models and leave with key considerations for designing more meaningful, context-sensitive approaches aligned with social marketing principles.

Practice / Case Study Abstract

Health and wellbeing

I share learning from a leading national initiative: the Scottish Mental Health Arts Festival, mhfestival.com. Launched in 2006, this innovative project is now entering its 20th year, making it one of the longest-running and most influential mental health arts festivals in the world. It was founded on the belief that the arts can play a transformative role in how we think, feel about and talk about mental

Research / Academic Abstract

Health and wellbeing

What works and what doesn't work in youth vaping education campaigns?  Ed Gyde CEO of Audience Social Marketing, a leading global public health campaigns agency, will present the findings of a new global evidence review to help delegates plan and shape local interventions that encourage young people to resist or quit vapes.    

Practice / Case Study Abstract

Equality, diversity and inclusion

This session explores how digital storytelling (DST) can serve as a powerful tool for advancing health equity, fostering trust, and inspiring preventive action in underserved communities. Through a case study from Central Appalachia, participants will learn how a culturally grounded DST workshop empowered breast and ovarian cancer survivors to share their experiences and raise awareness about hereditary cancer risks. Attendees will hear how these personal narratives were used to engage the broader community.

Practice / Case Study Abstract

Theories and methods

In this session, participants will explore the innovative educational minor program: Social Marketing from the Rotterdam Business School, focused on integrating social marketing with sustainable change strategies. Attendees will learn about key theories and methods like transformative change making, critical analysis, and degrowth/postgrowth, while discussing their effectiveness in educational contexts. The session emphasizes the value of improving education for social marketing and shaping future-proof practices. We also show what works with students and students’ feedback and reflections on the programme.

By sharing ideas and experiences, attendees will contribute to refining and enhancing educational approaches that foster long-term societal impact.

Research / Academic Abstract

Theories and methods

This session examines how social identity switching shapes binge drinking behaviours and how social marketing can use identity-based approaches to promote healthier choices. Based on biographical interviews from four countries, the study identifies key social identities that conflict with binge drinking. Attendees will gain insights into how individuals navigate these identities and how social marketing can strengthen alternative, protective identities. This session is ideal for researchers and practitioners addressing stigmatized behaviors and promoting positive behavioral change.

Research / Academic Abstract

Equality, diversity and inclusion

This paper presents findings from a systematic review of evidence on best practice social marketing for the prevention of violence against women.

Research / Academic Abstract

Health and wellbeing

This qualitative study examines how smoking healthcare professionals navigate the conflict between their prescriptive role and personal behavior. Based on social norm theory and 16 interviews in a tobacco-free hospital, findings reveal a paradox: institutional anti-smoking norms are recognized, yet discreet violations persist. This gap causes identity conflicts and rationalization rather than quitting intentions. The results challenge top-down tobacco control approaches and emphasize the need to view healthcare workers as both prescribers and targets of social marketing.

Practice / Case Study Abstract

Health and wellbeing

Uncover how the UK's biggest social housing company drastically improved gas safety compliance by empowering residents, not just enforcing rules.  Discover how clear communication, redesigned touchpoints, and a positive tone engaged tenants, leading to a significant increase in safety check compliance and enhanced community trust.

Research / Academic Abstract

Digital and technological impact on social behavior

This presentation is an emprirical research that tests the application of the  Omnichannel Social Marketing Approach. The empirical research is conducted with the promotion of savings in mobile apps.

Research / Academic Abstract

Health and wellbeing

This study is one of the few inquiries into volunteer re-engagement post-pandemic, providing insights into why former volunteers discontinued their service and how they perceived their volunteering experiences. It offers both theoretical and practical implications, along with specific recommendations for nonprofits on strategies to re-engage former volunteers. As an early investigation into this topic, the research lays the groundwork for developing a volunteer re-engagement model and deepens our understanding of the factors influencing volunteer re-engagement.

Research / Academic Abstract

Climate action, environmental and species protection

This session invites attendees to reflect on the future of social marketing by exploring how emotional experiences shape sustainable behaviors—specifically, water conservation. The project presented combines emerging theoretical models with innovative methodologies such as fMRI, offering new ways to study behavior beyond traditional self-reports. Participants will engage with the challenges and opportunities of integrating affective science and neuroscience into the design of persuasive environmental interventions. The session is relevant for anyone seeking to advance social marketing with deeper insights into why people act—and feel—the way they do.

Research / Academic Abstract

Digital and technological impact on social behavior

This presentation explores insights from naturally occurring online discourse regarding the use of AI tools in weight loss interventions, focusing on healthy eating and exercise behaviors. By analysing organic digital conversations, the study captures rich, contextual data and reveals nuanced public perceptions often missed by traditional surveys. It highlights both the benefits and persistent challenges associated with AI integration. The findings offer guidance for social marketers on effectively leveraging AI to design more impactful interventions in an increasingly digital landscape.

Research / Academic Abstract

Health and wellbeing

This session will be relevant for researchers and practitioners that are interested in health promotion among young populations. More specifically, this work will interest attendees that are looking for ways of preventing smoking and vaping behaviours among adolescents. This work will also be interesting for those who are looking for innovative social marketing approaches.

Practice / Case Study Abstract

Climate action, environmental and species protection

In a world demanding measurable impact, Calconut demonstrates how marketing can evolve from communication to transformation. Born in Alicante, this Mediterranean company redefines “brandformance” — where purpose, data, and community drive both business growth and social progress. By turning marketing into a system for good, Calconut integrates sustainability into every process, from circular production and local employment to global brand strategy. This session explores how data, storytelling, and purpose can co-create systemic change — proving that when marketing stops selling and starts shaping behaviour, it becomes the most powerful driver for collective well-being. A case from Alicante that shows how local roots can inspire global systems of responsible growth.

Research / Academic Abstract

Health and wellbeing

Discover how a simple, joyful walking game is transforming towns into connected, healthier communities. This session showcases Beat the Street’s real-world impact—from increasing physical activity to building trust, belonging, and civic pride—using new tools that measure dignity, wellbeing, and community strength. If you want to see how playful engagement can drive serious change, and leave with ideas you can use in your own setting, this session is for you.

Research / Academic Abstract

Advertising & marketing communications

Submission offers a critical exploration of how public-sector organisations in controversial industries can use social marketing to build trust, influence behaviour, and align with public values.

Drawing on the case of the British Columbia Lottery Corporation (BCLC), this session unpacks how ESG reporting and legitimacy strategies work together to reframe gambling as a socially responsible activity.

Attendees will gain fresh insights into:

* How organisations manage reputational risk through targeted, values-driven messaging.

* The application of social marketing beyond consumer behaviour, to impact stakeholder perception, influence policy, and institutional legitimacy

* The integration of sustainability, wellbeing, and social justice in corporate communication.

Research / Academic Abstract

Climate action, environmental and species protection

The project aimed to deepen our understanding of the barriers and enablers to improving recreational waters in Ireland from a One Health perspective to inform future behavioural and social change strategies and policy development. The outcome of this research is to visually map the interconnections and interrelationships between the differnt parts of the system, so that interventions can be prioritised and conflicts mitigated. A Systems Social Marketing framework was applied which recognises that attempts to influence behaviour and behavioural dynamics start with an understanding of the issue from a multi-stakeholder perspective.

Practice / Case Study Abstract

Theories and methods

Discover how to transform behaviour change interventions through authentic co-design in this interactive workshop. Engage in hands-on activities using the seven step co-design process to involve stakeholders meaningfully. Learn to distinguish co-design from traditional methods, and explore integrating AI for enhanced outcomes. Attendees will leave with practical skills and resources to ensure their projects are relevant and impactful, bridging the gap between community needs and effective, sustainable solutions. Ideal for researchers, policymakers, and practitioners.

Research / Academic Abstract

Health and wellbeing

This research integrates DOI theory into the discourse on behaviour change for health and environmental sustainability addressing SDGs 12 and 3. It highlights the need for multi-stakeholder collaboration to create an ecosystem that fosters long-term behaviour change for the achievement of healthy lives and well-being in Africa. This session will be of value to social marketers attempting to change developing market citizens' dietary behaviours towards organic food consumption.  

Research / Academic Abstract

Climate action, environmental and species protection

Through this research, attendees will learn: 

• Assess organic food by the perceived value they offer through the Theory of Consumption Values.
• Know how organic food markets in Spain, Greece and Germany work.
• Learn the application of combined methodologies such as PLS-SEM and fsQCA.

Research / Academic Abstract

Health and wellbeing

Practice / Case Study Abstract

Theories and methods

The audience may expect the following:

An introduction to the concept of Business Model Frameworks (BMF) and their relevance to a SM context

A draft SM-focused BMF based on SM principles 

A discussion about the utility of a SM BMF and and its further development

Broadly speaking, the audience may develop an interest about the availabilty of another practical tools that can offer great opportunties for the application and/or teaching of SM

Research / Academic Abstract

Advertising & marketing communications

This study provides a framework to develop social media messages according to sentiment and message type for different users. Attendees will gain actionable insights into which message strategies work best for different user groups such as health professionals, influencers and researchers and how to craft more effective digital health campaigns. Ideal for social marketers, public health communicators, and campaign designers, this session offers practical, data-driven guidance to help you optimise your messaging for maximum reach and impact in times of crisis and beyond.

Research / Academic Abstract

Equality, diversity and inclusion

Given the need for multifaceted, equity-based solutions to break the cycle of homelessness, this brief is aimed at a dual audience:

- On the one hand, policy makers and social service providers, who decide on and implement, respectively, the various social interventions.

- On the other hand, researchers, who can help design social interventions and measure the results obtained.

Practice / Case Study Abstract

Advertising & marketing communications

In this session, you'll explore AB InBev’s decade-long journey with Smart Drinking—an ambitious global program to promote moderation, empower consumer choice, and rpromote balanced lifestyle. Learn how the company used marketing, innovation, and partnerships to drive real behavior change and business growth. Discover what’s next as AB InBev evolves its approach to meet rising consumer expectations a. If you're interested in how brands can drive behavior change through social norms while growing, this session offers valuable insights.

Research / Academic Abstract

Climate action, environmental and species protection

This session explores how governments communicate their role in tackling climate change and how responsibility claims—whether individual, governmental, or collective—are shaped. Drawing on expert interviews with Dutch and Belgian environmental communication researchers and practitioners, the study uncovers practical dilemmas, institutional constraints, and strategic decisions behind climate messaging. Participants will gain insight into how trust, political context, and policy structures shape government campaigns and what this means for effective, equitable climate communication. The session offers both theoretical reflection and actionable guidance for social marketers, policy communicators, and researchers aiming to craft messages that resonate, empower, and align with institutional accountability.

Practice / Case Study Abstract

Health and wellbeing

Practice / Case Study Abstract

Advertising & marketing communications

How audience insights were used to develop a successful social marketing campaign which increased use of smoking cessation services.
How we applied the Fogg behaviour change model to the problem of encouraging people who smoke with low confidence in their ability to quit with evidence-based cessation supports.
Why and how a campaign needs to adapt to meet the audience needs in a changing smoking cessation landscape.

Practice / Case Study Abstract

Theories and methods

 Developing an ethically sound online recruitment strategy to engage millennial parents of autistic children in the U.S. Using purposive and snowball sampling across digital platforms and autism organizations, 19 eligible participants were recruited from over 600 enquiries. The study highlights the need for strategic recruitment strategies, trust signals, and platform-specific behaviors in recruiting vulnerable populations online. The experience produced an 8-step guide and a 6-step participant integrity checklist to support rigorous, inclusive, and fraud-resistant online recruitment, which will be shared.

Practice / Case Study Abstract

Equality, diversity and inclusion

Discover how Social Marketing was used to uncover community-driven insights into women's mobility and leadership in Jordan—beyond traditional assumptions and top-down narratives. This session explores a practical, culturally grounded approach to understanding complex social behaviors and designing strategies for equity and inclusion. Attendees will gain actionable lessons on applying Social Marketing in sensitive environments, making this session especially relevant for those working on gender equity, behavioral change, and locally led development solutions.

Practice / Case Study Abstract

Theories and methods

In this session, participants will learn how to apply systems thinking and social marketing principles to drive collective impact in social change initiatives. Drawing from the Thrive Okanagan initiative, attendees will explore strategies for facilitating collaboration across sectors, engaging stakeholders, and implementing sustainable, scalable solutions. This session is ideal for those looking to deepen their understanding of collaborative frameworks and gain practical tools to lead complex social change efforts in their communities.

Research / Academic Abstract

Health and wellbeing

This session explores how co-creating social media content with adolescents can transform public health communication, using the case of HPV vaccine promotion in Italian schools. Participants will gain practical insights into participatory design methods, learn how peer-led messaging influences vaccine attitudes, and discover how social marketing can be made more effective through audience empowerment. Ideal for professionals working in youth engagement, digital health, and behaviour change communication.

Practice / Case Study Abstract

Health and wellbeing

Discover how Singapore's Health Promotion Board enhanced health engagement through AI-powered personalised digital nudges. This session shares practical insights from implementing a Smart Automated Marketing system that combines behavioural science with machine learning to encourage sustained healthy behaviours. Learn how digital nudges can effectively support population health initiatives. Valuable for health marketers, digital strategists, and behavioural practitioners seeking innovative approaches to health engagement.

Practice / Case Study Abstract

Health and wellbeing

Explore how SKY Girls uses an empowerment-based, audience-led approach to drive behaviour change across multiple health and social issues. This session offers practical insights into co-creating content with young people, leveraging digital feedback loops, and building peer-led storytelling. Learn how to design campaigns that resonate through an optimal multimedia mix and surround-sound messaging. Ideal for practitioners seeking scalable, youth-focused strategies grounded in co-creation, relevance, and real-time engagement

Research / Academic Abstract

Theories and methods

We research the possibility of merging the theoretical rigour of the existing model widely used in social marketing-- the Transtheoretical Model or the 6 stages of change (TTM)--with the proven practices of the 12-step programs (AA, Overspenders Anonymous, Gamblers Anonymous, etc.)--powerful peer-led support groups. What makes both approaches effective, how their principles and techniques overlap or differ, how they can enhance each other, and ultimately what campaign designers could use to maximize the effectiveness of their initiatives?

Practice / Case Study Abstract

Advertising & marketing communications

This session will present eye-opener case study as it will expose how surrogate advertising of tobacco —disguised as pan masala and mouth fresheners—undermines public health laws using celebrity influence. Attendees from multiple streams will gain actionable insights into policy gaps, media manipulation tactics, and innovative social marketing strategies that can be used to counter the surrogate-culprits.

 It will demonstrate a replicable model that can drive behavioral change and regulatory reform in environments where harmful industries exploit legal loopholes.

Research / Academic Abstract

Climate action, environmental and species protection

By attending this session, stakeholders can:

• gain insights into the latest research on young consumers' attitudes and behaviours towards plant-based (PB) products, from an emerging economy,
• develop effective social marketing strategies and targeted interventions to promote PB product and sustainable consumption.

This session will contribute to sustainable development and enhance the impact of policies and social marketing efforts by understanding the factors driving young consumers' PB product purchase intentions.

Practice / Case Study Abstract

Health and wellbeing

Discover how a groundbreaking, culture-led SBC strategy in Bangladesh is transforming nutrition behaviors through edutainment, storytelling, and community engagement. This interactive session shares insights from MAGENTA and Ogilvy’s collaborative journey—linking deep research with creative strategy—to shift food norms, boost dietary diversity, and empower vulnerable communities. Expect dynamic discussion, real-world examples like Asha’r Utshob (Carnival of Hope), and actionable lessons on embedding emotional and cultural relevance into behavior change programs. Join us to rethink nutrition messaging for lasting impact.

Practice / Case Study Abstract

Climate action, environmental and species protection

In this presentation, discover Zoomarine Portugal's journey from basic visitor studies to establishing the first IUCN SSC Center for Species Survival on Behaviour Change. Learn how a zoological institution developed research in conservation psychology and implemented evidence-based interventions. Explore practical applications of psychological frameworks to conservation and how strategic partnerships can transform local initiatives into global platforms. This session offers a roadmap for integrating behavioural sciences into conservation practices to effectively promote species protection.

Practice / Case Study Abstract

Interdisciplinary and cross-sector action

This session unpacks critical socio-behavioral issues like education gaps, environmental sustainability, and mental health awareness in a multicultural society. Learn from localized campaigns and examining barriers like policy inconsistencies and misaligned perceptions. Gain actionable insights on fostering behavioral change through collaborative strategies and inclusive practices tailored to diverse audiences. Perfect for academics and practitioners, this session highlights pathways for impactful social marketing in complex multicultural settings.

Research / Academic Abstract

Advertising & marketing communications

At the end of this session, the learner will be able to:

1. Critically examine the paradox inherent in Corporate Social Marketing (CSM) initiatives within the alcohol industry, particularly how brands promote behavioural change while profiting from potentially harmful products.
2. Analyse stakeholder strategies for navigating tensions between commercial goals and public health messaging, focusing on narrative framing, authenticity, and trust.
3. Apply key insights from cross-cultural case studies in Mexico and South Africa to enhance the design and delivery of ethically consistent, community-embedded CSM campaigns.

Participants will gain a better understanding of how corporate actors adapt their messaging, branding, and local partnerships to maintain credibility in ethically contested sectors. This session will be particularly relevant for scholars and practitioners operating at the intersection of marketing, ethics, and public health.

Research / Academic Abstract

Digital and technological impact on social behavior

This study explores how smartphone apps influence users' decisions about entering UK bathing waters, focusing on the Safer Seas and Rivers Service (SSRS) app, which provides real-time water quality information. The research examines digital tools and information users rely on by analysing interview transcripts and app usage data. By using social marketing and the transtheoretical model to analyse the data, a clearer picture of the factors influencing behaviour can be considered for future app changes. 

Practice / Case Study Abstract

Equality, diversity and inclusion

This session will explore how behaviour change and social marketing can be harnessed to address persistent health and wellbeing inequalities between Indigenous and non-Indigenous Australians. Drawing on nationally representative data and real-world behavioural insights, attendees will learn how structural determinants, cultural responsiveness, and intergenerational disadvantage shape health outcomes. Whether you're a policymaker, practitioner, or researcher, this session offers practical frameworks, evidence-based tools, and compelling findings that demonstrate how to drive meaningful, community-led change in complex health systems.

Research / Academic Abstract

Health and wellbeing

This study explores alcohol misuse among Australian military veterans, revealing how deeply alcohol is embedded in military culture and often persists post-service as a coping mechanism. Through narrative interviews with veterans, families, and support personnel, the research identifies key drivers and barriers to care, including stigma and systemic complexity. Grounded in a holistic transition framework and participatory design theory, findings inform the co-creation of veteran-informed interventions to support healthier transitions to civilian life and reduce alcohol-related harm.

Research / Academic Abstract

Human-centered, responsible and sustainable tourism practices

This interactive session explores how tourism SMEs can enhance their green competitive advantage through the adoption and meaningful use of solar energy technologies. Drawing from a unique integration of UTAUT, institutional theory, the TOE framework, and the IS success model, the session unpacks key drivers and barriers influencing adoption behaviour. Ideal for SME leaders, sustainability professionals, policymakers, and researchers, the session offers practical strategies and a research-informed roadmap for advancing responsible and human-centred tourism innovation.

Practice / Case Study Abstract

Equality, diversity and inclusion

This session will showcase how behavioural research and social marketing can enhance inclusivity and accessibility in social protection systems. Using a case study from Oman’s Social Protection Fund, we’ll explore strategies to overcome barriers like misinformation, digital exclusion, and trust issues, especially for marginalized groups. Attendees will learn how evidence-based insights can inform policy design, improve service uptake, and promote equity in social protection, making it relevant for policymakers, practitioners, and researchers in the field.

Research / Academic Abstract

Climate action, environmental and species protection

Attend this session to learn the value of using multiple forms of participatory research to explore a biodiversity conservation research context with a citzen science application. Priority audiences include resource managers, conservation practitioners, and social marketers working on environmental sustainability topics.

Research / Academic Abstract

Human-centered, responsible and sustainable tourism practices

In recent years, sustainability has gained attention, though its social dimension is often overlooked. This study examines the commitment of European hotels to LGBTIQ+ inclusion through certification adherence. It identifies key features of LGBTIQ+-friendly hotels and conducts a cross-cultural comparison to assess alignment with each country’s openness. Additionally, tourist reviews are analyzed to understand customer responses to these inclusiveness signals. The findings are relevant for academics and hotel managers aiming to implement socially sustainable practices.

Research / Academic Abstract

Theories and methods

This session offers a unique opportunity to gain a deeper understanding of CSR in developing countries. By attending, participants will gain insights from qualitative research based on interviews with 31 Mongolian executives, revealing how businesses prioritise their CSR responsibilities, as well as explore actionable strategies that can be applied in their organisations. We will introduce a model illustrating how strategic social marketing can enhance CSR effectiveness.

Research / Academic Abstract

Digital and technological impact on social behavior

This session explores how consumers experience artificial intelligence not just functionally, but socially, sometimes feeling emotionally disconnected, other times forming human-like bonds. Based on experimental research, it reveals how consumer attitudes, identity motivations, and interaction contexts shape AI perception. Attendees will gain insights into reducing alienation and enhancing trust in AI systems. Ideal for professionals designing responsible, emotionally intelligent AI social experience strategies that strengthen engagement and brand-consumer relationships.

Practice / Case Study Abstract

Health and wellbeing

You've probably heard of the Stages of Change. This session will present a case study of the Transtheoretical Model in practice. Learn how a segmented approach targeted to people's readiness to change helped shape an intervention to address problem drinking in Central Maryland in the United States. We'll show how a nonjudgmental, harm-reduction approach can leverage foot-in-the-door effect to build trust and help people break through denial and begin the first steps of their journey. 

Research / Academic Abstract

Interdisciplinary and cross-sector action

This session will provide helpful insight into the benefits of using a transdisciplinary approach to social marketing research by: 

• define key differences between transdisciplinary research and non-transdisciplinary research
• understand the value of transdisciplinary research on the quality of research findings
• highlighting the importance of non-academic authorship within transdisciplinary research 

Research / Academic Abstract

Theories and methods

This session will be relevant for researchers and practitioners that are interested in health branding. More specifically, this work will interest attendees that are looking for ways of preventing smoking and vaping behaviours among adolescents. This work will also be interesting for those who are looking for innovative social marketing approaches.

Practice / Case Study Abstract

Climate action, environmental and species protection

A compelling session on an innovative evidence-based rhino horn demand reduction initiative that blends art and science to curb demand in Vietnam driving the poaching crisis. Learn how impact can be amplified by the power of art.

Explore how behavioural science, and culturally relevant messaging are combined to shift consumer attitudes and affect social norms.

See an exclusive premiere of the paintings of this initiative. Hear innovative perspectives on demand-side solutions to combat illegal wildlife trade with a multi-disciplinary approach.

Research / Academic Abstract

Theories and methods

How confident are you in apply the 4Ps to your work? Do you love them? Hate them? Want to use them in a different way? Come join this discussion about the effectiveness of using the 4Ps in social marketing intervention design. First, we'll present a research paper that found little fidelity in how even experienced social marketers categorize intervention components as one of the 4Ps. Then we'll discuss the pros and cons of keeping the 4Ps as a core tenet of social marketing as an academic discipline. Our goal is to wrap up this session with renewed energy around applying social marketing theory in practice.

Practice / Case Study Abstract

Advertising & marketing communications

In this session, discover how mega-events like the Olympics can amplify behavior change through strategic campaigns. Using AB InBev’s Smart Drinking initiative as a case study, we'll explore how to effectively leverage brand-led actions, regulatory compliance, and social norms to promote responsible behavior. Attendees will gain practical insights into creating impactful campaigns that resonate with consumers and stakeholders, blending behavioral science, brand equity, and legal sensitivity for meaningful results. Don't miss out on actionable strategies for large-scale social marketing success!

Research / Academic Abstract

Advertising & marketing communications

It will be presented results that allows to understand the importance of commercial marketing to combat stereotypes related to LGBT community and also How to apply cause related marketing to LGBT community in order to build trust and positive consumer responses not only to the brand but also to the cause.

Research / Academic Abstract

Equality, diversity and inclusion

This session explores the intersectional challenges faced by women with disabilities in the labour market and the role of Social Marketing and Behavioural Economics in addressing them. Through analysis of real campaigns in Spain, attendees will gain insights into message framing (positive vs. negative) and digital engagement strategies that can foster empowerment and inclusion. This session is ideal for researchers, practitioners, and policymakers interested in inclusive communication, behavioural change, and labour market equity.

Research / Academic Abstract

Theories and methods

Practice / Case Study Abstract

Health and wellbeing

On average, six motorcyclists die and more than 100 are seriously injured on UK roads each week.  More speeding tickets and police enforcement isn't the answer.

Discover how the Ride Craft campaign fundamentally shifted policing's approach to motorcycle safety, moving beyond traditional enforcement to empower riders as partners.

This session will reveal how co-designed social marketing can foster trust and significantly improve safety behaviours, offering vital lessons for public safety campaigners.  

Research / Academic Abstract

Digital and technological impact on social behavior

This session explores how pre-purchase Electronic Customer Relationship Management (E-CRM) enhances electronic service quality (e-SQ), satisfaction, and loyalty in digital marketplaces. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis of 1,124 respondents, it examines the impact of website design, search capabilities, and loyalty programs. Academics and practitioners will gain insights into optimizing pre-purchase digital experiences, fostering trust, and driving sustainable loyalty—critical for socially responsible digital marketing.

Research / Academic Abstract

Climate action, environmental and species protection

This research explores the link between alcohol and climate change concerns among university students. Surveys, and subsequent focus groups, of over 230 students revealed high concern for climate change but low knowledge of alcohol's carbon footprint and minimal association between the issues. Cluster analysis identified four distinct groups based on climate concerns and sobriety curiosity. Results, including interventions (4Ps), are discussed to support social marketers involved with public health and environmental sustainability campaigns aiming to create links between these issues. 

Practice / Case Study Abstract

Health and wellbeing

Research / Academic Abstract

Theories and methods

While this presentation shares findings on the current understanding of place from the social marketing mix, it also shares unexpected and thought-provoking findings regarding the status quo of social marketing.

The presentation will encourage critical reflection on the future of social marketing to be relevant and well equipped to tackled wicked problems.

Theories and methods

Nudging has shaped much of the conversation in behavioural public policy, but critics argue it often overlooks citizen agency. Boosting offers a different approach—empowering individuals with the skills and tools to make informed, autonomous decisions. In this keynote follow-up, Stefan Herzog - together with participants - will explore how boosting could complement or even strengthen social marketing practice (and vice versa), giving participants the chance to ask questions and discuss how these ideas might be integrated into real-world programmes.

Practice / Case Study Abstract

Interdisciplinary and cross-sector action

Join this panel discussion to learn the benefits of academic/practitioner collaboration and hear success stories from those who have partnered for better outcomes and impact, as well as their experiences publishing results in peer-reviewed journals and other forms of media. Find out how you can get involved with a community of practice and a new iSMA subcommittee dedicated to increasing academic/practitioner collaboration.

Practice / Case Study Abstract

Interdisciplinary and cross-sector action

Hear learnings, impact and recommendations from  the Act on Cancer Together  project in Brighton, UK  - a multi-disciplinary partnership aiming to encourage and enable increased cancer screening and knowledge and early presentation of symptoms of cancer in under-represented communities to ultimately reduce inequalities in cancer diagnosis and mortality.  The presentation will share the 'difference that makes the difference' - the project's targeted collective action - everybody working together for the communities who need it most, including the community itself.

Practice / Case Study Abstract

Health and wellbeing

This session will present key findings from an evaluation of community mobilization strategy of SMC, focusing on its impact on knowledge, attitudes, and behavior change among Married Women of Reproductive Ages. Attendees will gain insights into effective social marketing approaches that combine interpersonal communication, group session, and product promotion. The discussion will highlight lessons learned, challenges in product uptake, and implications for future programming. This is very crucial for policy makers, program implementers, development partners and professionals seeking evidence-based strategies.

Research / Academic Abstract

Digital and technological impact on social behavior

Research suggests that blockchain-based supply chains (BBSCs) can enhance trust and empower consumers by improving food literacy. Yet, most existing studies rely on simulations or hypothetical scenarios rather than real-world applications. To address this gap, this study explores consumer reactions to BBSCs actually implemented. During this session, we will have the opportunity to discuss if BBSCs can increase consumers’ food literacy and empowerment or if they lack a clear social marketing approach to concretely involve consumers

Research / Academic Abstract

Health and wellbeing

Attendees of this session will gain insights into how blood donation organisations can effectively leverage social media platforms to enhance donor recruitment, engagement, and retention. The presentation will explore various and techniques to foster sustained donor participation. Participants will explore how to implement data-driven approaches to personalise campaigns and address the global critical blood supply challenges. This session is ideal for social marketing practitioners seeking innovative methods to boost blood donation rates through digital channels. 

Practice / Case Study Abstract

Health and wellbeing

Infiltrating culture to change eating behaviours in Tunisia
This case study is aimed at SBC practitioners interested in innovative approaches to changing social and cultural norms and behaviors

Research / Academic Abstract

Climate action, environmental and species protection

This session presents a qualitative study on waste sorting behaviors in Frenchdisadgentaged neibhborhoods (areas with socio-economic difficulties, high unemployment rates, low income and social housing), using the COM-B model. It highlights the structural, social, and motivational barriers residents face, offering insights into how social marketing can better address inequalities in environmental behavior change. Attendees will discover context-specific findings and discuss how to design inclusive, impactful interventions.

Research / Academic Abstract

Advertising & marketing communications

Can corporation do more than donate? This session presents compelling experimental evidence showing that Corporate Social Marketing (CSM) drives more substantial behaviour change than philanthropy or cause marketing, especially when cause–company fit is high. Rooted in nudge and attribution theory, the paper provides actionable insights for designing credible, effective corporate initiatives. Perfect for practitioners and researchers seeking to harness midstream stakeholders to deliver impactful, behaviourally focused interventions that go beyond awareness and truly shift behaviour at scale.

Practice / Case Study Abstract

Theories and methods

This session explores how ethnographic research enriches the COM-B behavior change model through a case study on Réunion Island. Attendees will gain insights into how cultural identities, food practices, and social dynamics shape dietary behaviors in disadvantaged communities. By integrating deep cultural context with a proven intervention framework, the session offers practical strategies for designing more effective, culturally resonant public health initiatives. Ideal for researchers, policymakers, and practitioners seeking impactful, equity-focused behavior change approaches.

Research / Academic Abstract

Health and wellbeing

This session presents research exploring the barriers to blood donation by Gen Z non-donors in Australia. The findings from 30 in-depth interviews identify three distinct segments within this cohort based on intrinsic and extrinsic barriers, and demonstrate the interplay between generational identity and donor behaviour. Implications will be discussed in relation to blood service organisations as well as for social marketers more broadly who are seeking to engage the Gen Z cohort in pro-social behaviour or behaviour change.

Practice / Case Study Abstract

Health and wellbeing

This session explores how MAGENTA and UNICEF are rethinking childhood nutrition in West and Central Africa. Drawing on behavioural research and social marketing insights, we’ll unpack why food access and choices follow urban–rural divides more than national borders—and what this means for programme design. Attendees will learn how audience segmentation and community-led strategies can unlock healthier diets for millions of children. If you’re looking to move beyond traditional nutrition education and design interventions grounded in real behaviour, this session is for you.

Practice / Case Study Abstract

Theories and methods

Exchange theory is a core tenet of social marketing. But too often, our audience doesn't really want to "buy" what we are selling -- or our intervention stumbles and falls into the chasm between what people say they want to do and how they end up behaving. Join veteran social marketers Sara Isaac and Darcy Sawatzki in a fun, hands-on workshop to supercharge your social marketing "offer" with a behavioral determinants approach. Sara and Darcy will share short case studies that demonstrate how behavioural determinants can be incorporated into social marketing strategy to make a target behavior more appealing and help close the intention-behavior gap. Then we'll team up in small groups to play a marketing strategy card game, Change the Game, to practice applying a behavioral determinants framework to your work. You'll collaborate with fellow social marketers to create an intervention strategy and showcase your creativity with a team pitch. You'll walk away with a fresh way of thinking through tough behavior change challenges.    

Practice / Case Study Abstract

Health and wellbeing

After a late diagnosis left me with lifelong pain, I launched the world’s most extensive campaign for Scheuermann’s kyphosis and idiopathic scoliosis—spinal deformities affecting 10% of adolescents—in Czechia and Slovakia. With just €3,000 and thousands of volunteer hours, backed by two Ministries of Health, we earned €500,000+ media value, gave 20+ major conference lectures, distributed 25,000 leaflets to physicians, and much more. Learn to create guerilla health campaigns on minimal budgets and use your “dark side” to overcome hurdles.

Research / Academic Abstract

Digital and technological impact on social behavior

Attendees will learn practical, research-backed strategies to address consumer bullying on social media brand pages. Two large-scale experiments compare multiple interventions—such as ignoring, removing comments, issuing public warnings, redirecting discussions, or engaging bullies privately—and demonstrate how each approach affects brand reputation, community well-being, and perceived fairness. Ideal for social media managers, policy makers, and regulators, this session highlights how proportionate, evidence-driven responses can foster safer digital spaces and cultivate user trust.

Research / Academic Abstract

Advertising & marketing communications

This session reveals how people living with Type 2 Diabetes, healthcare professionals, and communication experts came together to design stigma-busting social media strategies. Discover how to shift public narratives from blame to empathy, using real-world insights and platform-specific tactics. Perfect for anyone passionate about tackling health stigma through research, practice, or policy—join us to learn how to co-create campaigns that connect, challenge, and inspire change.

Practice / Case Study Abstract

Health and wellbeing

This session presents a proven model for reducing underage alcohol sales through responsible beverage service (RBS) in Mexico. Learn how a midstream-focused, data-driven approach, with Mystery Shoppers, real-time feedback, and strategic incentives, led to a 77.9% reduction in illegal sales. Discover how stakeholder collaboration, digital tools, and public recognition can drive sustainable behavior change among vendors, and how this model can be adapted to other low- and middle-income settings.

Practice / Case Study Abstract

Health and wellbeing

Session will provide a detailed insight in social marketing mix - 7P's and what was the impact of the awareness raising activities 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.

At the end of session we will question ourselves about the methods used to increase motivation of experts and patients.

Research / Academic Abstract

Human-centered, responsible and sustainable tourism practices

This session offers an insightful exploration into the factors shaping seniors’ sustainable tourism behaviors through an enhanced goal-directed behavior framework. Attendees will discover how price sensitivity, comfort, and cultural differences influence seniors’ travel intentions across Eastern and Western Europe. We will discuss practical implications for tourism operators and policymakers, focusing on tailored strategies to promote sustainable travel in this growing demographic. Join us to get a better handle on senior travelers’ motivations and learn innovative approaches to support sustainable tourism development in diverse regional contexts. This session is ideal for researchers, practitioners, and policymakers interested in sustainable tourism, aging populations, and behavioral frameworks.

Research / Academic Abstract

Theories and methods

The Simplified Core Social Marketing Planning Framework

Are you an author of a Social Marketing (SM) model? An experienced SM and/or Social and Behavior Change (SBC) practitioner? A SM academic immersed in various SM frameworks, and looking for a unified model? New to SM and searching to learn one simple, yet enriching SM model?

Attend and explore the latest SM Model; a framework that has the agility to be taught to higher elementary and postgraduate university students, while being applied by young and seasoned professionals alike, even with low budget programmes.

Research / Academic Abstract

Digital and technological impact on social behavior

This presentation presents the work of Heartlines, a social values promotion organisation in South Africa. Its realtime whatsapp Fathers Matter Coach offers realtime support and advice to fathers navigating the terrian of being an active and positive father in the life of their child. It presents data from the Coach app, and invites participants to critically examine the role of such technology in SBC work. 

Research / Academic Abstract

Theories and methods

Join us to explore how co-design is applied in behaviour change interventions. This session presents findings from a systematic review highlighting the gap between co-design principles and current practice. Learn to distinguish authentic co-design from traditional methods like focus groups and usability testing, and discover strategies to improve transparency and reporting. Perfect for researchers, policymakers, and practitioners committed to genuine participatory approaches that create more effective, community-driven interventions.

Research / Academic Abstract

Human-centered, responsible and sustainable tourism practices

• They can expect a netnographic analysis on the Reddit comments related to sustainable cities.
• A contribution to the literature to analyse the sentiments based on Triple Bottom Line approach
• An interactive discussion on the possible social marketing interventions to be applied to increase the sustainability in the urban areas.

Research / Academic Abstract

Health and wellbeing

This session explores how NGOs supporting people with acquired brain injury in Spain co-create value using social marketing strategies. Participants will learn about emotional, social, and functional value dimensions, and how stakeholder engagement shapes recovery outcomes. Ideal for practitioners and researchers seeking ecosystem-informed approaches to participatory service design.

Research / Academic Abstract

Theories and methods

This session explores how social marketing managers in corporations apply social marketing benchmark criteria to promote behavior change within mobile apps. The authors analyze benchmark criteria integration in 66 health apps and 3 bank apps, and interview two practitioners to reveal real-world practices. Attendees will gain a practical framework - six fundamental criteria plus value-driven motives - to assess and design Corporate Social Marketing (CSM) interventions. Join us to learn how to ensure authenticity and rigor in for-profit-led behavior change initiatives.

Practice / Case Study Abstract

Health and wellbeing

Discover how ModeraT, a digital alcohol intervention from Mexico, successfully shifted drinking behaviours through personalised feedback and social marketing design. This session showcases a scalable e-SBI case study that overcame stigma, enhanced equity, and delivered measurable impact, which is ideal for practitioners exploring tech-driven behaviour change in health and community settings.

Practice / Case Study Abstract

Climate action, environmental and species protection

Discover how low-cost, empathy-driven signage helped reduce wildlife-vehicle collisions in macropod hotspots. This session presents a mixed-methods evaluation of a real-world intervention, highlighting strong community engagement, high message recall, and self-reported behaviour change. Learn how emotional, place-based messaging can prompt safer driving and complement broader conservation strategies, valuable insights for practitioners seeking scalable, behaviourally informed solutions to environmental and road safety challenges

Research / Academic Abstract

Digital and technological impact on social behavior

This presentation explores the complex realities of screen time for young children in a post-pandemic world. Drawing on a systematic review and the Contested Value Cocreation Practice (VCP) framework, it highlights how current approaches place an overemphasis on parental behaviour, overlooking the broader structural and systemic barriers that shape screen use. Findings point to the need for more realistic, inclusive strategies that reflect the lived realities of families—particularly those from culturally and linguistically diverse backgrounds—and inform more effective, equity-focused policy.

Research / Academic Abstract

Health and wellbeing

This session explores how social marketing can be strategically applied to peacebuilding by analyzing behavior change interventions through the Social Marketing Benchmark Criteria (SMBCs). Drawing from a systematic review of global peace initiatives, it offers a predictive framework for designing effective, non-violent solutions to conflict. Attendees will gain fresh insights into interdisciplinary approaches that merge marketing with public policy and social transformation—ideal for researchers, policy makers, and practitioners interested in ethical, impact-driven behavior change for peace and social cohesion.

Research / Academic Abstract

Climate action, environmental and species protection

N/A

Research / Academic Abstract

Health and wellbeing

This session offers a practical blueprint for using behavioural insights to enhance mental health help-seeking among university students, particularly in Sub-Saharan Africa. Attendees will gain actionable strategies on designing and implementing low-cost, context-sensitive "nudges" to improve mental health service uptake and foster a supportive campus environment.

Research / Academic Abstract

Advertising & marketing communications

Discover how “free lifetime repairs” might shift fashion consumption toward sustainability. This session presents a mixed-method study combining conjoint analysis, eye-tracking, and EEG to examine how consumers respond—both consciously and subconsciously—to repairability messaging. Learn how pricing strategies and emotionally engaging storytelling influence sustainable fashion choices. Ideal for marketers, researchers, and policymakers, this session reveals data-driven insights into bridging the attitude–behavior gap and designing circular economy interventions that resonate beyond moral appeals.

Research / Academic Abstract

Health and wellbeing

Discover how the innovative HITS social marketing framework (Help, Inform, Train, Sell) was applied to drive healthier eating in an Australian military dining facility. This session will present results from a multi-method evaluation, including eye tracking and plate photography, showing significant dietary improvements. Attendees will gain practical insights into designing performance-oriented nutrition programs and learn how tailored environmental and motivational strategies can enhance health and readiness in high-demand settings. Discover how the innovative HITS social marketing framework was applied to drive healthier eating in an Australian military dining facility. This session will present compelling results from a multi-method evaluation, including eye tracking and plate photography, showing significant dietary improvements. Attendees will gain practical insights into designing performance-oriented nutrition programs and learn how tailored environmental and motivational strategies can enhance health and readiness in high-demand settings. The presentation will also cover the benefits of the HITS framework for creating comprehensive social marketing programs. 

Practice / Case Study Abstract

Health and wellbeing

The ‘Plant Play’ programme embeds psychosocial support into a naturalistic, non-threatening, school-based programme. Piloted in Gauteng GBV hotspot communities, the programme promotes child-led reflection, responsibility, and growth through the care of a non-food plant. Grounded in the theory of reciprocal healing between people and nature, the programme seeks to uncover alternative pathways to build youth resilience without reliance on explicit mental health framing, which may carry stigma or be inaccessible.

Research / Academic Abstract

Theories and methods

This interactive session will open with short presentations showcasing ongoing work on ethics in social marketing and behaviour change, alongside the introduction of emerging practical tools. Most of the time will be devoted to facilitated discussion, offering space to share perspectives and provide feedback on draft outputs from earlier working groups. The aim is to refine collective thinking on how ethical considerations can guide practice and to explore tools and resources to support application.

Practice / Case Study Abstract

Interdisciplinary and cross-sector action

Discover how strategic message framing can elevate the impact of your campaigns. With a focus on environmental communications, this interactive workshop blends theory and practice, guiding participants through hands-on activities and critical discussions. You'll leave with practical tools, fresh insights, and a stronger grasp on how to craft climate and sustainability messages that resonate both ethically and effectively with diverse audiences. Ideal for professionals looking to sharpen their communication strategies and deepen their understanding of what truly drives behavior change.

Practice / Case Study Abstract

Climate action, environmental and species protection

Research / Academic Abstract

Health and wellbeing

Join our session on digital mental health innovations where we dissect social marketing benchmarks and digital drivers that transform intervention outcomes. Drawing on a systematic review of 117 studies, we reveal evidence-based strategies to tackle challenges, enhance user engagement, and encourage sustained adoption of digital mental health interventions - using social marketing principles.

Practice / Case Study Abstract

Health and wellbeing

This session provides an opportunity to share and discuss a practical example of a co-created intervention designed to promote healthy eating habits among adolescents. The methodology and materials used, as well as the intervention's strengths and areas for improvement, will be presented in detail to inform future projects in this field.

Practice / Case Study Abstract

Interdisciplinary and cross-sector action

Join us to explore how Bath Spa University’s Refill Return Cup scheme successfully shifted campus habits to reduce single-use cup waste. This interactive session will reveal practical strategies for overcoming behavioral and structural barriers, highlight the power of cross-sector collaboration, and share measurable environmental impacts. Attendees will gain actionable insights on designing scalable, community-driven sustainability initiatives that foster lasting behavior change in institutional settings.

Research / Academic Abstract

Climate action, environmental and species protection

Drawing on two UK-based studies with over 1,000 participants, this presentation explores how emotions influence individuals to adopt sustainable fashion behaviours. Attendees will gain valuable insights into the psychological mechanisms driving individuals to consume fashion in a more sustainable way. The session offers practical strategies for fostering meaningful behaviour change, making it especially relevant for academics and social marketers interested in transforming the fashion industry. 

Research / Academic Abstract

Interdisciplinary and cross-sector action

The session offers both theoretical contributions and practical implications for marketers and policymakers aiming to design more effective, inclusive sustainability strategies. Ideal for scholars in consumer behavior, sustainability, gender studies, and fashion marketing, this session will equip participants with actionable knowledge for fostering responsible and value-aligned consumption. Attendees will gain insights into the psychological and cultural drivers of green consumer behavior, the role of eco-labels and green communication, and why men and women engage differently with sustainable fashion.

Practice / Case Study Abstract

Health and wellbeing

Join us for an engaging session on the power of youth-driven digital marketing in health promotion. This presentation showcases two innovative campaigns developed by young adults in the Netherlands to encourage plant-based eating among their peers. Attendees will gain insights into the role of social marketing in behavior change, the effectiveness of peer-led initiatives, and the impact of psychological response testing in designing impactful health campaigns.

Practice / Case Study Abstract

Health and wellbeing

The project developed strategies to raise awareness, shift perceptions, and change eating behaviours toward healthier and more sustainable choices. MedDietMenus4Campus offers a replicable model for integrating evidence-based dietary guidance with strategic social marketing interventions in university settings, but also highlights the potential wider applicability of such interventions to similar environments, specially food service contexts.

Research / Academic Abstract

Health and wellbeing

This session will present the development and evaluation of the mAYLA chatbot, an innovative intervention delivered via Telegram to promote family planning among vulnerable women in Lebanon. Attendees will learn how we used social marketing and user-centred design principles to create a culturally tailored, scalable digital solution in a fragile health system context. The session will share practical insights on co-creation, digital engagement strategies, and implementation challenges, offering valuable lessons for anyone working at the intersection of digital health, reproductive rights, and behaviour change in low-resource or crisis-affected settings.

Practice / Case Study Abstract

Equality, diversity and inclusion

This session showcases a practical social marketing case study on redesigning urban public spaces for disability inclusion in Nigeria. Attendees will learn how behavioural insights from the Theory of Planned Behaviour and MINDSPACE can be applied to foster more accessible and equitable urban environments, addressing both physical barriers and unconscious biases.

Practice / Case Study Abstract

Interdisciplinary and cross-sector action

1. Identify practical strategies used to boost community participation in safe battery disposal, including key messaging and communication channels.

2. Recognise how local insights and evaluation tools can be used to measure the impact of environmental behaviour change campaigns.

3. Understand the challenges of transparent data sharing access among multi-disciplinary stakeholders

Research / Academic Abstract

Advertising & marketing communications

When it comes to the communication of environmental issues, the way a message is framed is key to whether it has an impact on the intended audience. This presentation explores two decades of research on message framing in environmental communication, highlighting what's worked, what hasn't, and how emerging approaches—such as regulatory fit—can enhance message persuasiveness. Attendees will gain insights to inform the design of more impactful sustainability and climate change communications.

Practice / Case Study Abstract

Health and wellbeing

People can expect a dynamic session with an opportunity for vibrant interaction after sharing the state of the art on healthy eating programmes worldwide, obtained through benchmarking. In addition, stakeholders linked to the programme studied were consulted and the Delphi method was applied, allowing a consensus to be reached from experts in the field of education, nutrition and psychology. In addition, the authors propose the design of a holistic school intervention model for which they would like to receive feedback.

Research / Academic Abstract

Advertising & marketing communications

Discover how Instagram influencers can spark real‑world water‑saving habits. Drawing on the Elaboration Likelihood Model, Construal Level Theory, and responsibility attribution, this session presents a 2×2 experiment that tested locally versus internationally framed posts and individual versus collective calls to action. You’ll see hard behavioural evidence—measured hand‑washing reductions, not just self‑reports—and learn which persuasive levers truly shift attitudes and actions. Ideal for researchers, campaign designers, policy makers, and CSR professionals, the talk distils practical message designs, warns where intentions mislead, and offers ready‑to‑apply tactics for turning digital influence into sustainable impact.

Research / Academic Abstract

Health and wellbeing

This work began in 2019 and has been carried out by different researchers because we believe that food will be one of humanity's most significant problems shortly. 

Research / Academic Abstract

Climate action, environmental and species protection

Water is an extremely important natural resource for humanity. Its unconscious use may lead to significant consequences at the collective level, such as water scarcity and water crises. In this context, this study is both important and compelling as it aims to reveal the role of proactive follow-up and message effectiveness in fostering awareness of conscious water consumption in households, by examining perceptions and evaluations related to responsible water use within a collective society.

Research / Academic Abstract

Theories and methods

Three Learner Objectives:

1. Learn how theory-driven and participatory social marketing frameworks, such as Co-Create—Build—Engage (CBE™) and Creating Collective Solutions (CCS), can be applied to design effective e-waste reduction interventions.

2. Identify key individual and systemic barriers to e-waste recycling, and explain how stakeholder co-creation informs targeted, scalable solutions.

3. Learn how to evaluate the effectiveness of mixed-methods, community-led campaigns in achieving measurable environmental behaviour change, using social marketing benchmark criteria.

Practice / Case Study Abstract

Health and wellbeing

Discover how digital innovation and social marketing are transforming alcohol harm reduction. This session shares early findings from a clinical trial of electronic Screening and Brief Intervention (eSBI) in South Africa and Mexico, introduces an AI-powered motivational chatbot, and highlights a global training initiative for healthcare workers. Learn how evidence, technology, and targeted marketing are driving scalable behavior change in low- and middle-income countries.

Research / Academic Abstract

Advertising & marketing communications

Consumers often avoid information that challenges their existing attitudes or beliefs—a tendency known as selective exposure. This can make it challenging to communicate the environmental and health risks of meat consumption, even when the evidence is strong. So how can we make messages more engaging and competitive in crowded media environments?

Drawing from a study of Canadian omnivores, this session will explore how consumers respond to meat-related risk information and how framing strategies can make pro-environmental messages more persuasive.

Practice / Case Study Abstract

Health and wellbeing

My session will provide different points of view of the university students facing recycling barriers, and it is a challenge to promote recycling behaviour due to serving their needs. This case study is interesting for everyone who wants to learn about the factors from different countries.

Practice / Case Study Abstract

Interdisciplinary and cross-sector action

This discussion explores the evolving needs of social marketing education to prepare the next generation of practitioners. We will examine essential skills, emerging methodologies, and interdisciplinary approaches that integrate behavioural science, digital innovation, and equity-focused strategies. Participants will reflect on gaps in current curricula, share best practices, and brainstorm actionable steps to enhance learning outcomes, ensuring graduates are equipped to design impactful, ethical, and evidence-based social change initiatives in diverse sectors.