This session presents a benchmark-based evaluation of four national plasma donation campaigns by AVIS Italy, using established social marketing frameworks. Attendees will gain insights into effective strategies for behaviour change communication, including audience segmentation, message framing, and theory integration. The session offers practical tools and a replicable model for evaluating and improving health promotion campaigns. Ideal for professionals and researchers interested in public health, social marketing, and strategic campaign planning.
A Mystery Shopping Evaluation of Slovenia’s ‘Together for Health’ Programme
Wednesday, November 5, 2025 at 4:00 PM–4:20 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Tanja Kamin, University of Ljubljana
Authors
Tanja Kamin, University of Ljubljana
Collective Action to Prevent Youth Vaping in Victoria
Wednesday, November 5, 2025 at 4:00 PM–4:20 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
May Ng, VicHealth
Authors
May Ng, VicHealth
Communication for Social Transformation
Wednesday, November 5, 2025 at 4:00 PM–4:20 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Practice / Case Study Abstract
Presenters
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Authors
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Lifestyle and Wellbeing Impact on Midlife Australian Women's Mental Health
Wednesday, November 5, 2025 at 4:00 PM–4:20 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Foula Zografina Kopanidis PhD, RMIT University
Authors
Foula Zografina Kopanidis PhD, RMIT University
ChatGPT as a Partner in Social Marketing Creative Production
Wednesday, November 5, 2025 at 4:00 PM–4:45 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Marco Bardus, University of Birmingham
Authors
Marco Bardus, University of Birmingham
Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Jeff French, Strategic Social Marketing/iSMA
Agnes Helmes-Guizon, Université Grenoble Alpes
W. Douglas Evans, The George Washington University
Flipping the Script: Putting Communities at the Heart of Conservation.
Wednesday, November 5, 2025 at 4:00 PM–4:45 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Practice / Case Study Abstract
Programme Listing
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!
Presenters
Stella Mercurio, The Jane Goodall Institute
Dr. Lauren Watkins , Dr. Lauren Watkins Consulting
Authors
Stella Mercurio, The Jane Goodall Institute
Dr. Lauren Watkins, Dr. Lauren Watkins Consulting
Social marketing for social inclusion: mapping challenges and opportunities
Wednesday, November 5, 2025 at 4:00 PM–4:45 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Equality, diversity and inclusion
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Nadina Luca, School for Business and Society, University of York, and ESMA
Angela Makris, University of South Florida (USF) College of Public Health
Chrystyna Misiewicz, Kozminski University
Authors
Nadina Luca, School for Business and Society, University of York
Angela Makris, University of South Florida (USF) College of Public Health
Dr Hannah Roberts, Hitch Marketing
Rola Mahasneh, Faculty of Business and Law, University of Wollongong, NSW, Australia
Chrystyna Misiewicz, Kozminski University
Exploring Solutions for Cat Management in Hawai‘i
Wednesday, November 5, 2025 at 4:25 PM–4:45 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Liz Foote, Griffith University
Authors
Liz Foote, Griffith University
Bo Pang, Swinburne University
Lauren Stowe, Griffith University
Grant Sizemore, American Bird Conservancy
How Nonprofits Use Impact Evaluation: Lessons for Social Marketers
Wednesday, November 5, 2025 at 4:25 PM–4:45 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Anna Bonnet, Université Paris-Est Créteil
Authors
Anna Bonnet, Université Paris-Est Créteil
Marie-Laure Mourre, Université Paris Est Créteil
Tackling mental health stigma and awareness through an arts festival
Wednesday, November 5, 2025 at 4:25 PM–4:45 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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
Presenters
Lee Knifton, Mental Health Foundation and University of Strathclyde
Authors
Lee Knifton, Mental Health Foundation and University of Strathclyde
Youth vaping education campaigns - what works?
Wednesday, November 5, 2025 at 4:25 PM–4:45 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Ed Gyde, Audience Social Marketing
Authors
Ed Gyde, Audience Social Marketing
Digital Storytelling in Appalachia: Community Voices for Cancer Prevention
Wednesday, November 5, 2025 at 4:50 PM–5:10 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Equality, diversity and inclusion
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Anya Karavanov, American University
Authors
Delanna Reed, East Tennessee State University
How marketing and education shape social change
Wednesday, November 5, 2025 at 4:50 PM–5:10 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Sabina Lukovic, Hoge school Rotterdam and Rotterdam business school
Authors
Sabina Lukovic, Hoge school Rotterdam and Rotterdam business school
F. van Hoften, Hoge school Rotterdam and Rotterdam business school
Switching conflicting identities in stigmatised behaviours
Wednesday, November 5, 2025 at 4:50 PM–5:10 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Krzysztof Kubacki, University of Plymouth
Krzysztof Stepaniuk, Bialystok University of Technology
Authors
Chrystyna Misiewicz, Kozminski University
Krzysztof Stepaniuk, Bialystok University of Technology
Krzysztof Kubacki, University of Plymouth
Dariusz Siemieniako, Kozminski University
Systematic Review of Social Marketing to Prevent Violence Against Women
Wednesday, November 5, 2025 at 4:50 PM–5:10 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Equality, diversity and inclusion
Submission Type
Research / Academic Abstract
Programme Listing
This paper presents findings from a systematic review of evidence on best practice social marketing for the prevention of violence against women.
Presenters
Professor Ross Gordon, Change for Good at UTS
Authors
Foluké Badejo, University of Queensland
Celina McEwen, Change for Good at UTS
Theresa Harada, Change for Good at UTS
When Health Professionals Struggle Between Prescribing and Smoking
Wednesday, November 5, 2025 at 4:50 PM–5:10 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
FELLAH-DEHIRI Nawel, AgroParisTech, Université Paris-Saclay, UMR PSAE Research Laboratory
BENABED Ines, CROIX ROUGE
Authors
FELLAH-DEHIRI Nawel, AgroParisTech, Université Paris-Saclay, UMR PSAE Research Laboratory
BENABED Ines, Croix Rouge
Working Together: Empowering Residents for Collective Gas Safety
Wednesday, November 5, 2025 at 4:50 PM–5:10 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Ben Caspersz, Claremont
Authors
Ben Caspersz, Claremont Communications
Uniting Global Efforts for the Advancement of Social Marketing
Wednesday, November 5, 2025 at 4:50 PM–5:35 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Presenters
Nadia Zainuddin, Australian Association of Social Marketing
Tanja Kamin, University of Ljubljana
Livingston White
Yoko Uryuhara, Doshisha Univer and Social marketing reseach centre, Japan
Edna Njeri, Tandem Network, Kenya
Authors
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Applying the Omnichannel Social Marketing Approach to Promote Savings
Wednesday, November 5, 2025 at 5:15 PM–5:25 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Digital and technological impact on social behavior
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Beatriz Casais, University of Minho
Authors
Beatriz Casais, University of Minho
Marta Gonçalves, University of Minho
Enhancing Well-being Through Volunteering
Wednesday, November 5, 2025 at 5:15 PM–5:25 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Magdalena Cismaru, University of Regina
Authors
Magdalena Cismaru, University of Regina
Walter Wymer, University of Lethbridge
What do we feel when we're asked to save water?
Wednesday, November 5, 2025 at 5:15 PM–5:25 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Carolina Sanchez, National Univesity of Cordoba
Juan Manuel Bruno, Universidad Miguel Hernandez de Elche
Authors
Juan Manuel Bruno, Miguel Hernández University of Elche
Carolina Sanchez, National Univesity of Cordoba
Francisco Sarabia Sánchez, Miguel Hernández University of Elche
Martin Giorgis, National Univesity of Cordoba
Mariana Giovanardi, National Univesity of Cordoba
Andrea Zygadlo, National Univesity of Cordoba
Camila Cáceres, National Univesity of Cordoba
Benjamín Monasterio, National Univesity of Cordoba
Franco Manuel Sancho Esperactions, University of Alicante
Carla Rodríguez Sánchez, University of Alicante
AI in Social Marketing: Promoting Healthy Eating and Exercise Behaviour
Thursday, November 6, 2025 at 1:30 PM–1:50 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Digital and technological impact on social behavior
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Zivai Machaka Mare, University of Greenwich
Authors
Zivai Machaka Mare, University of Greenwich
Humeyra Dogru Dastan, University of Greenwich
Effects of the VIVACE campaign on adolescents’ smoking and vaping
Thursday, November 6, 2025 at 1:30 PM–1:50 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Prof Ariane Belanger-Gravel, Université Laval
Authors
Prof Ariane Belanger-Gravel, Université Laval
Amelie Brunet, Quebec Council of Tobacco and Health
Stefany Dufour, Université Laval
Dominique Claveau, Quebec Council of Tobacco and Health
Marketing as a system for good: The Calconut way
Thursday, November 6, 2025 at 1:30 PM–1:50 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
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Authors
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No Dignity, No Doubt: Creating health with Beat the Street
Thursday, November 6, 2025 at 1:30 PM–1:50 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Steven Rose, Intelligent Health
Authors
Steven Rose, Intelligent Health
SOCIAL MARKETING AND THE PURSUIT OF A LEGITIMACY STRATEGY
Thursday, November 6, 2025 at 1:30 PM–1:50 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Albert Caruana, University of Malta
Authors
Albert Caruana, University of Malta
Joseph M. Vella
Jirka Konietzny, University of Malta
Swimming in loops -Using Systems Thinking to protect Blue Spaces
Thursday, November 6, 2025 at 1:30 PM–1:50 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Sinead Duane, University of Galway
Authors
Sinead Duane, University of Galway
Dzmitry Brychkov, University of Galway
Christine Domegan, University of Galway
Maeve Louise Farrell, University College Dublin
Alexandra Chueiri, University of Galway
Liam Burke, University of Galway
Dearbhaile Morris, University of Galway
Co-design for Behaviour Change
Thursday, November 6, 2025 at 1:30 PM–2:30 PM CET add to calendar
Salón de Actos – Aulario II
Proposed Conference Track
Theories and methods
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Julia Carins, PhD, Griffith University
Yue Xi, Griffith University
Paul Jindalucksawong, Griffith University
Authors
Julia Carins, PhD, Griffith University
Yue Xi, Griffith University
Paul Jindalucksawong, Griffith University
Alieena Mathew, Griffith University
Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Sheikh Rahman, Griffith University
The Asian Social Marketing Association
Thursday, November 6, 2025 at 1:30 PM–Friday, November 7, 2025 at 2:15 PM CET add to calendar
Seminario 1 - Faculty of Economics
Presenters
Sameer Deshpande, Social Marketing @ Griffith, Department of Marketing Griffith Business School, Griffith University
Jeff French, iSMA
Derek Ong, University of Hertfordshire, UK
Authors
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DoI in Adoption of Organic Food for Health and Wellbeing
Thursday, November 6, 2025 at 1:55 PM–2:15 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Prof Debbie Ellis, University of KwaZulu-Natal
Authors
Dr Sandile Mkhize, University of KwaZulu-Natal & Durban University of Technology
Prof Debbie Ellis, University of KwaZulu-Natal
Green Perceived Values in Germany, Greece, and Spain
Thursday, November 6, 2025 at 1:55 PM–2:15 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Oliver Torres-Reynoso, Universidad de León
Authors
Oliver Torres-Reynoso, Universidad de León
Silvia Fernández-Martínez, Universidad de León
Carmen Rodríguez-Santos, Universidad de León
Jesús García-Madariaga, Universidad Complutense de Madrid
Impact evaluation of a smoking cessation intervention (A case of Nottingham City, UK)
Thursday, November 6, 2025 at 1:55 PM–2:15 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Presenters
Bilal Akbar, Nottingham Trent University
Authors
Bilal Akbar, Nottingham Trent University
Seamus Allison, Nottingham Trent University
Karla Padley
Claire Allison, NHS
Is it time for a Social Marketing Business Model Framework?
Thursday, November 6, 2025 at 1:55 PM–2:15 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Practice / Case Study Abstract
Programme Listing
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
Presenters
Chahid Fourali, The London Metropolitan University
Authors
Chahid Fourali, The London Metropolitan University
Optimising Public Health Messaging: Analysis of Type, Sentiment, and Source
Thursday, November 6, 2025 at 1:55 PM–2:15 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Sana Parveen, University College Dublin
Authors
Sana Parveen, School of Public Health, Physiotherapy and Sports Science, University College Dublin, Dublin, Ireland
Agustin Garcia Pereira, Data Science Institute, University of Galway, Galway, Ireland
Nathaly Garzon-Orjuela, School of Public Health, Physiotherapy and Sports Science, University College Dublin, Dublin, IrelandUniversity College Dublin
Patricia McHugh, J.E. Cairnes School of Business & Economics, University of Galway, Galway, Ireland
Aswathi Surendran, School of Medicine, Ollscoil na Gaillimhe – University of Galway, Galway, Ireland
Heike Vornhagen, Data Science Institute, University of Galway, Galway, Ireland
Akke Vellinga, School of Public Health, Physiotherapy and Sports Science, University College Dublin, Dublin, Ireland
Social Marketing to Fight Chronic Homelessness. A Case Study.
Thursday, November 6, 2025 at 1:55 PM–2:15 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Equality, diversity and inclusion
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Mercedes Galan-Ladero, UNIVERSIDAD DE EXTREMADURA
Maria de Lurdes SARMENTO, CEOS.PP - CENTRE FOR ORGANISATIONAL AND SOCIAL STUDIES OF THE POLYTECHNIC INSTITUTE OF PORTO
Authors
Maria de Lurdes SARMENTO, CEOS.PP - CENTRE FOR ORGANISATIONAL AND SOCIAL STUDIES OF THE POLYTECHNIC INSTITUTE OF PORTO
Cláudia HUBER, CENTRO UNIVERSITÁRIO DA FUNDAÇAO EDUCACIONAL DE BRUSQUE - UNIFEBE
Mercedes GALAN-LADERO, UNIVERSIDAD DE EXTREMADURA
Cheers to Moderation: Driving Growth and Balanced Lifestyle
Thursday, November 6, 2025 at 2:20 PM–2:40 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Catalina Garcia, AB InBev
Authors
Catalina Garcia, AB InBev
Environmental responsibility in action? Expert views on government environmental communication
Thursday, November 6, 2025 at 2:20 PM–2:40 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Ibe Delvaux, Vrije Universiteit Brussel and imec-SMIT
Authors
Ibe Delvaux, Vrije Universiteit Brussel and imec-SMIT
Factors Influencing Adult Engagement in Slovenia’s Preventive and Health Promotion Programme ‘Together for Health’
Thursday, November 6, 2025 at 2:20 PM–2:40 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Presenters
Judita Kulovec, National Institute of Public Health of the Republic of Slovenia
Silva Nemeš, MSc, National Institute of Public Health of the Republic of Slovenia
Authors
—
Take back control from smoking
Thursday, November 6, 2025 at 2:20 PM–2:40 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Darina Carr, Health Service Executive
Authors
Darina Carr, Health Service Executive
Rachel Wright, Health Service Executive
The Perils of Participant Integrity: The Ethics of Online Recruiting.
Thursday, November 6, 2025 at 2:20 PM–2:40 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Angela Makris, University of South Florida (USF) College of Public Health
Authors
Angela Makris, University of South Florida (USF) College of Public Health
Using Social Marketing to Advance Women’s Participation and Leadership
Thursday, November 6, 2025 at 2:20 PM–2:40 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Equality, diversity and inclusion
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Maha Sami Aldergham, Jordan Social Marketing Center
Authors
Maha Sami Aldergham, the Jordan Social Marketing Center
Empowering Collective Impact and Systems Change with Social Marketing Strategies
Thursday, November 6, 2025 at 2:20 PM–3:05 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Melissa K Blair, Dharmarketing Strategic Social Impact
Authors
Melissa K Blair, Dharmarketing Strategic Social Impact
Co-creating HPV Vaccine on Instagram: Participatory promotion with Italian Adolescents
Thursday, November 6, 2025 at 2:45 PM–3:05 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Elisa Betti
Authors
Virginia Casigliani, University of Pisa
Influencing healthier behaviours through digital nudges
Thursday, November 6, 2025 at 2:45 PM–3:05 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Ng Kwok Lun Colin, Health Promotion Board, Singapore
Authors
Ng Kwok Lun Colin, Health Promotion Board, Singapore
One Platform, One Brand: Tackling Multiple Social and Health Issues
Thursday, November 6, 2025 at 2:45 PM–3:05 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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
Presenters
Rosie Serlin, Good Business
Justine Bahoumina, Good Business
Mmapula Sedie, SKY Girls and Social Dialogue Organisation
Edna Njeri, Tandem Network
Authors
Alice Railton, Good Business
Larissa Persons, Good Business
Rosie Serlin, Good Business
Justine Bahoumina, Good Business
Mmapula Sedie, SKY Girls and Social Dialogue Organisation
Svetlana Polikarpova, Tandem Network
Edna Njeri, Tandem Network
Bharat Tavares
Practicing Change Theory? The 12 Steps and the 6 Stages.
Thursday, November 6, 2025 at 2:45 PM–3:05 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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?
Presenters
Dr Tatiana Levit, University of Regina
Dr Magdalena Cismaru, University of Regina
Authors
Dr Tatiana Levit, University of Regina
Dr Magdalena Cismaru, University of Regina
Smashing the Smoke Screen: Curbing Surrogate Advertising of Tobacco.
Thursday, November 6, 2025 at 2:45 PM–3:05 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Dr. Ramesh Gandhi, PhD, Gandhi Foundation, (A member of WHO CSO Commission.)
Authors
Dr. RAMESH GANDHI, PhD, Gandhi Foundation, (a member of WHO CSO Commission)
Young consumers’ plant-based product purchase intentions during the climate crisis
Thursday, November 6, 2025 at 2:45 PM–3:05 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Dr Jenasha Tooray, University of KwaZulu-Natal
Prof Debbie Ellis, University of KwaZulu-Natal
Authors
Dr Jenasha Tooray, University of KwaZulu-Natal
Prof Debbie Ellis, University of KwaZulu-Natal
Asha’r Utshob: Transforming Nutrition Through Play, Culture, and Community
Thursday, November 6, 2025 at 3:30 PM–3:50 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Benoit De Fleurian, Ogilvy Consulting Paris
Jude Khalaf, MAGENTA
Authors
Sarah Cottereau, MAGENTA
From Visitor Studies to Behavioural Science: Building a Conservation Hub
Thursday, November 6, 2025 at 3:30 PM–3:50 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Joao Neves, Zoomarine Portugal
Authors
Isa Pinho, Zoomarine Portugal
Edgar Ribeiro, Zoomarine Portugal
Leveraging Multicultural Insights for Effective Social Marketing in Malaysia
Thursday, November 6, 2025 at 3:30 PM–3:50 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Interdisciplinary and cross-sector action
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Derek Ong, University of Hertfordshire, UK
Authors
Derek Ong, University of Hertfordshire, UK
Paradoxes in brand Narratives : Stakeholder Perspectives on CSM initiatives
Thursday, November 6, 2025 at 3:30 PM–3:50 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
At the end of this session, the learner will be able to:
- 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.
- Analyse stakeholder strategies for navigating tensions between commercial goals and public health messaging, focusing on narrative framing, authenticity, and trust.
- 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.
Presenters
Jacqueline Boysselle, Montpellier Business School
Authors
Jacqueline Boysselle, Montpellier Business School
Stéphanie FEIEREISEN, Montpellier Business School
Victoria-Sophie Osburg, Catholic University of Eichstätt-Ingolstad
Paul Issock, University of the Witwatersrand, Johannesburg
To Swim or not to swim? Can apps protect users?
Thursday, November 6, 2025 at 3:30 PM–3:50 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Digital and technological impact on social behavior
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Sinead Duane, University of Galway
Authors
Sinead Duane
Rahmin Bender-Salazar , University of Galway
Anne Leonard
Matt Jones
William Gaze
Emma Lamb
Kerri Hall
Timothy Taylor
Understanding the Gap: Health & Wellbeing Inequalities Between Indigenous and Non-Indigenous Australians
Thursday, November 6, 2025 at 3:30 PM–3:50 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Equality, diversity and inclusion
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Dr Jessica Amy Harris, Griffith Business School and Griffith University
Authors
Dr Jessica Amy Harris, Griffith Business School and Griffith University
Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Veteran Voices: Understanding and Addressing Veteran Alcohol Use Patterns
Thursday, November 6, 2025 at 3:30 PM–3:50 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Julia Carins, PhD, Griffith University
Authors
Renata Anibaldi, Griffith University
Bridging gaps: The role of regional social marketing and SBC networks in a changing funding landscape
Thursday, November 6, 2025 at 3:30 PM–4:30 PM CET add to calendar
Salón de Actos – Aulario II
Presenters
Gael O'Sullivan, Georgetown University
Prof Debbie Ellis, University of KwaZulu-Natal
Kenneth Mulondo, S4P Group, Uganda
Antje Becker-Benton, The Momentum Hub
Authors
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Driving Sustainable Tourism Accommodation through SMEs’ Green Competitive Advantage
Thursday, November 6, 2025 at 3:55 PM–4:15 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Human-centered, responsible and sustainable tourism practices
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Njabulo Mkhize, University of South Africa
Authors
Njabulo Mkhize, University of South Africa
Inclusive Social Protection: Behavioural Research Advancing Diversity, Equity, and Accessibility
Thursday, November 6, 2025 at 3:55 PM–4:15 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Equality, diversity and inclusion
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Jude Khalaf, MAGENTA
Authors
Jude Khalaf, MAGENTA
Koala Conservation through Participatory Research: Koality Insights for Citizen Science
Thursday, November 6, 2025 at 3:55 PM–4:15 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Liz Foote, Griffith University
Authors
Liz Foote, Griffith University
Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Tori Seydel, Griffith University
Romane Cristescu, University of the Sunshine Coast
Katrin Hohwieler , University of the Sunshine Coast
Elizabeth Brunton , University of the Sunshine Coast
Cathryn Dexter , Redland City Council
Sheikh Rahman , Griffith University
LGBTIQ+ Friendly Hotels and Social Sustainability Signals
Thursday, November 6, 2025 at 3:55 PM–4:15 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Human-centered, responsible and sustainable tourism practices
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Juan Pedro Mellinas, Universidad de Murcia
Authors
Inés López López, Universidad de Murcia
Juan Pedro Mellinas, Universidad de Murcia
Salvador Ruiz, Universidad de Murcia
Mongolia’s CSR and Corporate Social Marketing Landscape: Insights from Executives
Thursday, November 6, 2025 at 3:55 PM–4:15 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Sameer Deshpande, Griffith University
Altanchimeg Alexander, Griffith University
Authors
Altanchimeg Alexander, Griffith University
Sameer Deshpande, Griffith University
Sara Shawky, Christian Heritage College
The Social Dimension of Consumer-AI Interaction: Alienation and Anthropomorphism
Thursday, November 6, 2025 at 3:55 PM–4:15 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Digital and technological impact on social behavior
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Ignacio Manuel Luque Raya, Luque Raya, Universidad de Granada
Authors
Ignacio Manuel Luque Raya, Luque Raya, Universidad de Granada
Salvador del Barrio Garcia, Universidad de Granada
Using the Stages of Change to Tackle Problem Drinking
Thursday, November 6, 2025 at 3:55 PM–4:15 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Sara Isaac, Marketing for Change
Authors
Sara Isaac, Marketing for Change
Centering Communities in Research: How Transdisciplinary Frameworks Better Leverage Disaggregated Data for Equity-Driven Solutions
Thursday, November 6, 2025 at 4:20 PM–4:30 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Interdisciplinary and cross-sector action
Submission Type
Research / Academic Abstract
Programme Listing
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
Presenters
Janelle Marietta, PhD Candidate, University of Lethbridge
Authors
Janelle Marietta, University of Lethbridge
Debra Z. Basil, University of Lethbridge
Makayla Koshuta, University of Lethbridge
Exploring the VIVACE brand equity model
Thursday, November 6, 2025 at 4:20 PM–4:30 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Prof Ariane Belanger-Gravel, Université Laval
Authors
Prof Ariane Belanger-Gravel, Université Laval
Stefany Dufour, Université Laval
Amelie Brunet, Conseil québécois sur le tabac et la santé
Innovative Rhino Horn Demand Reduction Initiative Combining Art with Science
Thursday, November 6, 2025 at 4:20 PM–4:30 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Nayana Rathmalgoda BSc Veterinary Bioscience, The Behaviour Change Renaissance
Authors
Nayana Rathmalgoda BSc Veterinary Bioscience, The Behaviour Change Renaissance
Is it time to move beyond the 4Ps?
Thursday, November 6, 2025 at 4:20 PM–4:30 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Sara Isaac, Marketing for Change
Authors
Sara Isaac, Marketing for Change
Mega platforms: Corona Cero as Moderation ambassador during 2024 Olympics
Thursday, November 6, 2025 at 4:20 PM–4:30 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Practice / Case Study Abstract
Programme Listing
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!
Presenters
Caralina Garcia
Authors
CLAUDIA FONTANA, AB InBev
Rainbow Cause related Marketing: Washing or not Washing
Thursday, November 6, 2025 at 4:20 PM–4:30 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Sandra Gomes, IPAM and CETRAD
Mafalda Nogueira, IPAM, CETRAD
Authors
Sandra Gomes, IPAM and CETRAD
Mafalda Nogueira, IPAM, CETRAD
Silvia Rodrigues, IPAM
Social Marketing, Inclusion and Women with Disabilities: Some Spanish Experiences
Thursday, November 6, 2025 at 4:20 PM–4:30 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Equality, diversity and inclusion
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Marco Antonio Cruz-Morato, University of Málaga
Beatriz Casais, University of Minho
Authors
Marco Antonio Cruz-Morato, University of Málaga
Beatriz Casais, University of Minho
Carmen Dueñas-Zambrana, University of Málaga
Carla Rodríguez Sánchez, University of Alicante
Franco Sancho Esper, PhD, University of Alicante
Ethics in Community Research: Co-Producing an ethical framework and resources for Social Marketers Engaging with Vulnerable Communities
Friday, November 7, 2025 at 10:00 AM–10:20 AM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Presenters
Sarah Cork, University of Brighton
Dr Francisca Farache, University of Brighton
Authors
—
Police as Partners: Empowering Motorcyclists Beyond Enforcement
Friday, November 7, 2025 at 10:00 AM–10:20 AM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Ben Caspersz, Claremont Communications
Authors
Ben Caspersz, Claremont
Tim Parry, Claremont
Pre-Purchase E-CRM : Elevating Service Quality and Customer Loyalty
Friday, November 7, 2025 at 10:00 AM–10:20 AM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Digital and technological impact on social behavior
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Abdelkader GAM, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
Jilani Habouria, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
May Oueslati, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
Authors
Abdelkader GAM, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
Jilani Habouria, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
May Oueslati, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
Abderrahim Bellil, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
Raising a Glass to Sustainability: Alcohol and Climate Change
Friday, November 7, 2025 at 10:00 AM–10:20 AM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Dr. D. Scott Borden, IE University
Authors
Dr. D. Scott Borden, IE University
Social Marketing Benchmarks in Plasma Donation: Italian Case Study
Friday, November 7, 2025 at 10:00 AM–10:20 AM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
Presenters
Dario Menicagli, University of Florence
Authors
Dario Menicagli, University of Florence
Francesco Serti, IMT School for Advanced Studies/University of Alicante
Elisa Betti, University of Florence
Franco Sancho Esper, PhD, University of Alicante
Carla Rodríguez Sánchez, University of Alicante
What does a 'place' study reveal about social marketing’s future?
Friday, November 7, 2025 at 10:00 AM–10:20 AM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Claire Naidoo, University of Witwatersrand
Authors
Claire Naidoo, University of Witswatersrand
Boosting: Empowering Citizens with Behavioural Science
Friday, November 7, 2025 at 10:00 AM–10:45 AM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Theories and methods
Programme Listing
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.
Presenters
Authors
—
Why can’t we be friends: Success stories in academic/practitioner collaboration
Friday, November 7, 2025 at 10:00 AM–11:00 AM CET add to calendar
Salón de Actos – Aulario II
Proposed Conference Track
Interdisciplinary and cross-sector action
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Sameer Deshpande, Griffith University
Liz Foote, Griffith University
Livingston White, The University of the West Indies Mona Campus
Gael O'Sullivan, Georgetown University
Janelle Marietta, PhD Candidate, University of Lethbridge
Authors
Liz Foote, Griffith University
Sameer Deshpande, Griffith University
ACT on Cancer Together: A multi-disciplinary approach to cancer screening
Friday, November 7, 2025 at 10:25 AM–10:45 AM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Interdisciplinary and cross-sector action
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Sarah Cork, University of Brighton
Authors
Sarah Cork, University of Brighton
Dr Francisca Farache, University of Brighton
Kaye Duerdoth, Trust for Developing Communities
Rahila Iyaji, Trust for Developing Communities & University of Brighton (Knowledge Transfer Partnership Associate)
Behavior Change and Product Awareness through Social Marketing
Friday, November 7, 2025 at 10:25 AM–10:45 AM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Toslim Uddin Khan, Social Marketing Company
Authors
Mostaque Ahmed, Social Marketing Company (SMC)
Laila Tabassum , Social Marketing Company (SMC)
Toslim Uddin Khan, Social Marketing Company
Md. Moshiur Rahman, Social Marketing Company
Can blockchain-based supply chains increase consumer food literacy and empowerment?
Friday, November 7, 2025 at 10:25 AM–10:45 AM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Digital and technological impact on social behavior
Submission Type
Research / Academic Abstract
Programme Listing
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
Presenters
lucie Sirieix, L’Institut Agro Montpellier, UMR MoISA
Authors
Florent Saucede, L’Institut Agro Montpellier, UMR MoISA
Archana Kumar, Feliciano School of Business, Montclair State University, United States
Lucie SIRIEIX
Content and Engagement Analysis: Social Media's Impact on Blood Donation
Friday, November 7, 2025 at 10:25 AM–10:45 AM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Relebohiseng Matubatuba, University of the Witwatersrand
Authors
Relebohiseng Matubatuba, University of the Witwatersrand
Olivia Simoes Lopes, University of the Witwatersrand
Kelsey Connell, University of the Witwatersrand
Infiltrating culture to change eating behaviours in Tunisia
Friday, November 7, 2025 at 10:25 AM–10:45 AM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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
Presenters
Benoit De Fleurian, Ogilvy Consulting Paris
Authors
Benoit De Fleurian, Ogilvy Consulting Paris
Waste Sorting Practices in Disadvantaged Neighborhoods: COM-B Model
Friday, November 7, 2025 at 10:25 AM–10:45 AM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Dr. Nawel FELLAH-DEHIRI, AgroParisTech, Université Paris-Saclay, UMR PSAE
Authors
Dr. Nawel FELLAH-DEHIRI, AgroParisTech, Université Paris-Saclay, UMR PSAE
Sandrine RAFFIN, LinkUP Factory
Lina BACHIRI, LinkUP Factory
Nudging for good:Corporate Social Marketing Effectiveness over Symbolic Social Initiatives
Friday, November 7, 2025 at 10:50 AM–11:10 AM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Paul Issock, University of the Witwatersrand, Johannesburg
Authors
Paul Issock, University of the Witwatersrand, Johannesburg
Ethnography as a resource to Com-B : "La Réunion" case
Friday, November 7, 2025 at 10:50 AM–11:10 AM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Patricia Gurviez, Institut du Marketing Social
Authors
Sophie McGannan, FLVS Vivons-en-Forme
Stéphane Sibalo, FLVS Vivons-en-Forme
Exploring barriers to blood donation for Gen Z non-donors
Friday, November 7, 2025 at 10:50 AM–11:10 AM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Professor Kate Westberg, RMIT University
Authors
Kate Westberg, RMIT University
Marian Makkar, RMIT University
Janneke Blijlevens, RMIT University
Amanda Spry, RMIT University
Fatima Madani, RMIT University
Nourishing Food Choices: Empowering Women for Healthier Children in Africa
Friday, November 7, 2025 at 10:50 AM–11:10 AM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Clemence Quint, MAGENTA Consulting
Authors
Lauren Braithwaite, MAGENTA Consulting
Clemence Quint, MAGENTA Consulting
Sharpen your social marketing 'offer' with a behavioral determinants approach
Friday, November 7, 2025 at 10:50 AM–11:10 AM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Sara Isaac, Marketing for Change
Darcy Laine Sawatzki
Authors
Sara Isaac, Marketing for Change
They Missed My Curve – I Straightened the System
Friday, November 7, 2025 at 10:50 AM–11:10 AM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Tadeas Raha, Department of Marketing Communication and Public Relations, Faculty of Social Sciences, Charles University
Authors
Tadeas Raha, Department of Marketing Communication and Public Relations, Faculty of Social Sciences, Charles University
Transforming Toxic Interactions: Interventions for Consumer Bullying on Social Media
Friday, November 7, 2025 at 10:50 AM–11:10 AM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Digital and technological impact on social behavior
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Jan Breitsohl, University of Glasgow
Authors
Jan Jan Breitsohl, University of Glasgow
Holger Roschk, Aalborg University Business School
David Dowell, University of St Andrews Business School
June Cotte, Ivey Business School
Co-Designing a Digital Campaign to Tackle Diabetes Stigma with Stakeholders
Friday, November 7, 2025 at 11:15 AM–11:35 AM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Zhaozhang Sun, University of Birmingham
Authors
Zhaozhang Sun, University of Birmingham
Marco Bardus, University of Birmingham
Gëzim Alpion, University of Birmingham
Sheila Greenfield, University of Birmingham
Kamini Shah, Diabetes UK
Scaling RBS: A Model of Consolidation, Innovation, and Stakeholder Alignment
Friday, November 7, 2025 at 11:15 AM–11:35 AM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Angela Rizzo, AB InBev Foundation
Authors
Elena Cardenas Vargas, AB InBev Foundation
Dr. Tom Achoki, MD, PhD, AB InBev Foundation
Angela Rizzo, AB InBev Foundation
Self-care as a key to healthy, inclusive and equitable living
Friday, November 7, 2025 at 11:15 AM–11:35 AM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Silva Nemeš, MSc, National Institute of Public Health of the Republic of Slovenia
Authors
Silva Nemeš, MSc, National Institute of Public Health of the Republic of Slovenia
Assist. Prof. Jerneja Farkaš - Lainščak, PhD, National Institute of Public Health of the Republic of Slovenia, General Hospital Murska Sobota
Senior Sustainable Tourism Behavior: Extending the Goal-Directed Behavior Model
Friday, November 7, 2025 at 11:15 AM–11:35 AM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Human-centered, responsible and sustainable tourism practices
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Felipe Ruiz morino, Alicante University
Authors
Carla Rodríguez Sánchez, University of Alicante
Felipe Ruiz morino
Giovanna Bagnato, Department of Management, University of Torino, Corso Unione Sovietica 218bis, Turin, Italy. Department of Marketing, University of Alicante, 03690 San Vicente del Raspeig, Alicante, Spain.
ATTIA ABDELKADER ALI, Assiut University
The 6-Step Core Social Marketing Planning Framework
Friday, November 7, 2025 at 11:15 AM–11:35 AM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Menna Kamel, Insan Social Marketing Company
Jeff French, Strategic Social Marketing
Authors
Menna Kamel, Insan Social Marketing Company
Jeff French, Strategic Social Marketing
The Heartlines’ Whatsapp Fathers Matter Coach: support through social media
Friday, November 7, 2025 at 11:15 AM–11:35 AM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Digital and technological impact on social behavior
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Caryn Erasmus, Heartlines, South Africa
Authors
Caryn Erasmus, Heartlines, South Africa
Livhuwani Maphorogo, Heartlines, South Africa
Unpacking Co-Design: Systematic-Review of Its Application and Principles in Practice"
Friday, November 7, 2025 at 11:15 AM–11:35 AM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Paul Jindalucksawong, Griffith University
Authors
Paul Jindalucksawong, Griffith University
Alieena Mathew, Griffith University
Yue Xi, Griffith University
Sheikh Rahman, Griffith University
Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Julia Carins, PhD, Griffith University
Dr Jessica Amy Harris, Griffith Business School and Griffith University
A netnographic analysis on sustainable cities towards sustainable tourism
Friday, November 7, 2025 at 11:40 AM–12:00 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Human-centered, responsible and sustainable tourism practices
Submission Type
Research / Academic Abstract
Programme Listing
- 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.
Presenters
Humeyra Dogru Dastan, University of Greenwich
Authors
Zivai Machaka Mare, University of Greenwich
Co-Creating Value in Acquired Brain Injury NGOs through Social Marketing
Friday, November 7, 2025 at 11:40 AM–12:00 PM CET add to calendar
Seminario 4 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Juan Miguel Rey-Pino, Universidad de Granada
Authors
Francisco J. Montoro-Ríos, Universidad de Granada
Alicia Martín Fernandez
Corporate Social Marketing within Apps: Assessing Integration of Benchmark Criteria
Friday, November 7, 2025 at 11:40 AM–12:00 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Natália Lemos, School of Economics, Management and Political Science, University of Minho; iBMS – Centre for Research in Business, Markets & Society, University of Minho; Campus de Gualtar 4710-057 Braga, Portugal
Authors
Natália Lemos, School of Economics, Management and Political Science, University of Minho; iBMS – Centre for Research in Business, Markets & Society, University of Minho; Campus de Gualtar 4710-057 Braga, Portugal
Marta Gonçalves, School of Economics, Management and Political Science, University of Minho; Campus de Gualtar 4710-057 Braga, Portugal
Beatriz Casais, School of Economics, Management and Political Science, University of Minho; iBMS – Centre for Research in Business, Markets & Society, University of Minho; CICS.NOVA.UMinho, University of Minho; Campus de Gualtar 4710-057 Braga, Portugal
Digital Screening and Brief Intervention to Reduce Harmful Alcohol Use
Friday, November 7, 2025 at 11:40 AM–12:00 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Paul Issock, University of Witwatersrand
Authors
Tom Achoki, Ab in Bev Foundation
Angela Rizzo, Ab in Bev Foundation
Paul Issock, University of Witwatersrand
Elena Cardenas Vargas, Ab in Bev Foundation
Evaluating Temporary Signage to Protect Macropods
Friday, November 7, 2025 at 11:40 AM–12:00 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Practice / Case Study Abstract
Programme Listing
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
Presenters
Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Authors
Tori Seydel, Griffith University
Liz Foote, Griffith University
Sharyn Rundle-Thiele, Griffith University
Modern Family, Digital Dilemmas-ScreenTime as a Contested Value Cocreation Practice
Friday, November 7, 2025 at 11:40 AM–12:00 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Digital and technological impact on social behavior
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Nadia Zainuddin, Australian Association of Social Marketing
Authors
Nadia Zainuddin, Australian Association of Social Marketing
Paul Jindalucksawong, University of Wollongong
Kim Feddema, Edith Cowan University
Punitha Arjunan, NSW Health South Western Sydney Local Health District
Ngoc (Kelis) Nguyen, University of Wollongong
Systematic Review of Peacebuilding Initiatives from a Social Marketing Perspective
Friday, November 7, 2025 at 11:40 AM–12:00 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Ranjit kaur, Fortune Institute of International Business
Sameer Deshpande, Social Marketing @ Griffith, Department of Marketing Griffith Business School, Griffith University
Authors
Ranjit kaur, Fortune Institute of International Business
Deepa Gupta, Institute of Rural Management, Anand
Australian Consumers at the Heart of the EV Transition
Friday, November 7, 2025 at 1:00 PM–1:20 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
N/A
Presenters
Professor Ross Gordon, Change for Good at UTS
Authors
Theresa Harada, Change for Good at UTS
Celina McEwen, Change for Good at UTS
Behavioural Approach to Enhancing Help-Seeking Among African University Students
Friday, November 7, 2025 at 1:00 PM–1:20 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Dr. Chibuike Basil Nwatu, CHUKWUEMEKA ODUMEGWU OJUKWU UNIVERSITY
Authors
Dr. Chibuike Basil Nwatu, CHUKWUEMEKA ODUMEGWU OJUKWU UNIVERSITY
Do Free Repairs Motivate Sustainable Fashion Purchases? A Neuroscience Study
Friday, November 7, 2025 at 1:00 PM–1:20 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Enrique Bigne, fMarketing and Market Research Department, Universitat de Valencia, Valencia, Spain
Authors
Elena Gasulla Tortajada, Business and Economics Department, Universidade Beira Interior, Covilha, Portugal; NECE – Research Center for Business Science, Universidade Beira Interior, Covilha, Portuga
Enrique Bigne, Marketing and Market Research Department, Universitat de Valencia, Valencia, Spain
Paulo Duarte, Business and Economics Department, Universidade Beira Interior, Covilha, Portugal; NECE – Research Center for Business Science, Universidade Beira Interior, Covilha, Portuga
Susana C. Silva, Catolica Porto Business School, Universidade Catolica Portuguesa; Faculty of Business and Law, University of Saint Joseph, Macau, P.R. China
Jose Paulo Marques dos Santos, Department of Business Administration, Universidade da Maia, Maia, Portugal; bNECE – Research Center for Business Science, Universidade Beira Interior, Covilha, Portugal
Fuelling Performance: Social Marketing for Healthier Eating in Military Messes
Friday, November 7, 2025 at 1:00 PM–1:20 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Julia Carins, PhD, Griffith University
Authors
Anna Kitunen, Griffith University
David Fechner, Griffith University
Renata Anibaldi, Griffith University
Alana Heafala, Griffith University
Melissa Dalley, Griffith University
Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Impact of nature interaction on adolescent mental health and well-being
Friday, November 7, 2025 at 1:00 PM–1:20 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Prof Debbie Ellis, Human Nature Africa & University of KwaZulu-Natal
Authors
Prof Debbie Ellis, Human Nature Africa & University of KwaZulu-Natal
Zonja Penzhorn, Human Nature Africa
From Principles to Practice: Advancing Ethics in Behaviour Change
Friday, November 7, 2025 at 1:00 PM–2:00 PM CET add to calendar
Salón de Actos – Aulario II
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Jeff French, iSMA
Diogo Veríssimo, Oxford University
Krzysztof Kubacki, University of Plymouth
Sarah Cork, University of Brighton
Derek Ong, University of Hertfordshire, UK
Authors
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The Art of Framing: Crafting sustainability messages that resonate
Friday, November 7, 2025 at 1:00 PM–2:00 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Interdisciplinary and cross-sector action
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Dr. Sadaf Mollaei, University of Guelph
Rebecca Pottage, University of Waterloo
Dr. Jennifer Lynes, University of Waterloo
Authors
Sadaf Mollaei, University of Guelph
Rebecca Pottage, University of Waterloo
Dr. Jennifer Lynes, University of Waterloo
Breaking Sanitation Stigma through Storytelling
Friday, November 7, 2025 at 1:25 PM–1:45 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Practice / Case Study Abstract
Programme Listing
Presenters
Kimberly Worsham, FLUSH
Authors
Kimberly Worsham, FLUSH
Promoting Digital Mental Health Services: A Systematic Literature Review
Friday, November 7, 2025 at 1:25 PM–1:45 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
A/Professor Sameer Deshpande, Social Marketing @ Griffith
Dr Alexander Campbell, Australian Catholic University
Dr Yen Do, Australian Catholic Univeristy
Authors
Dr Alexander Campbell, Australian Catholic University
Dr Yen Do, Australian Catholic University
Dr Mai Nguyen, Griffith University
Dr Vindhya Nettikumara
A/Professor Sameer Deshpande, Social Marketing @ Griffith
Dr Jonathan King, We Lysn
Dr Haroon Maseeh, Griffith University
Dr Charles Jebarajakirthyactions, Sunway
Promoting adolescents’ healthy eating habits: The Tuscany Living Lab experience
Friday, November 7, 2025 at 1:25 PM–1:45 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Chiara Ferravante, Azienda USL Toscana Nord-Ovest, Italy
Authors
Francesca Milani, Azienda USL Toscana Nord-Ovest, Italy
Chiara Ferravante, Azienda USL Toscana Nord-Ovest, Italy
Anna Maria Murante, Scuola Superiore Sant'Anna, Italy
Federica Manca, Sant'Anna School of Advanced Studies, Italy
Fabio Consalez, ICLEI – Local Governments for Sustainability, Germany
Chiara Chirilli, University of Gastronomic Sciences, Italy
Maria Giovanna Onorati, University of Gastronomic Sciences, Italy
Maria Piochi, University of Gastronomic Sciences, Italy
Luisa Torri, University of Gastronomic Sciences, Italy
Valeria Massei, Azienda USL Toscana Nord-Ovest, Italy
Shifting Habits: Change Single-Use Cup Behavior at Bath Spa University
Friday, November 7, 2025 at 1:25 PM–1:45 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Interdisciplinary and cross-sector action
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Dr. Meryem Akin, Bath Spa University
Harry Richardson, Bath Spa University
Authors
Dr. Meryem Akin, Bath Business School, Bath Spa University
Sustainable fashion, are you feeling it?Exploring emotions in sustainable fashion
Friday, November 7, 2025 at 1:25 PM–1:45 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Irene Garnelo Gómez, IQS, Universitat Ramon Llull, Spain
Authors
Irene Garnelo Gómez, IQS, Universitat Ramon Llull, Spain
Anastasiya Saraeva, Henley Business School, University of Reading, UK
Ecological Commitment and Gender in Sustainable Fashion Consumption
Friday, November 7, 2025 at 1:50 PM–2:10 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Interdisciplinary and cross-sector action
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Li Qin, Fairleigh Dickinson University, NY, USA
María D. De-Juan-Vigaray
Authors
Li Qin, Department of Accounting, Taxation, Law, and Information Systems, Silberman College of Business, Fairleigh Dickinson University, NY, USA
Empowering Young Adults to Embrace a Plant-Based Diet through Marketing
Friday, November 7, 2025 at 1:50 PM–2:10 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Jennifer Cakir, The Hague University of Applied Sciences
Dr. Machteld van Lieshout, The Hague University of Applied Sciences
Wendy Scholtes - Bos, The Hague University of Applied Sciences
Authors
Jennifer Cakir, The Hague University of Applied Sciences
Wendy Scholtes - Bos, The Hague University of Applied Sciences
Dr. Machteld van Lieshout, The Hague University of Applied Sciences
Healthy Eating Campus: Social Marketing Strategy for Mediterranean Diet Adoption
Friday, November 7, 2025 at 1:50 PM–2:10 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Sandra Gomes, IPAM and CETRAD
Mafalda Nogueira, IPAM
Authors
Sandra Gomes, IPAM Porto and CETRAD
Mafalda Nogueira, IPAM Porto, CETRAD
Ada Rocha, FCNAUP
Cláudia Viegas, Escola Superior de Tecnologia da Saúde de Lisboa
Marília Prada, ISCTE
Promoting Family Planning via mHealth among Vulnerable Groups in Lebanon
Friday, November 7, 2025 at 1:50 PM–2:10 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Marco Bardus, University of Birmingham
Authors
Marco Bardus, University of Birmingham
Maia Sieverding, American University of Beirut
Maria R. Lteif, American University of Beirut
Sara Jaber, American University of Beirut
Sawsan Abdulrahim, American University of Beirut
Social Marketing For Disability Inclusion: Redesigning Public Spaces Through Behavioural Insight.
Friday, November 7, 2025 at 1:50 PM–2:10 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Equality, diversity and inclusion
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Dr. Chibuike Basil Nwatu, CHUKWUEMEKA ODUMEGWU OJUKWU UNIVERSITY
Authors
Dr. Chibuike Basil Nwatu, CHUKWUEMEKA ODUMEGWU OJUKWU UNIVERSITY
Evaluating Safe Battery Disposal Campaign—A CCS Approach
Friday, November 7, 2025 at 2:15 PM–2:35 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Interdisciplinary and cross-sector action
Submission Type
Practice / Case Study Abstract
Programme Listing
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
Presenters
Yue Xi, Social Marketing @ Griffith
Authors
Yue Xi, Social Marketing @ Griffith
Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Joya A. Kemper, University of Canterbury
Chloe Abernethy, Sunshine Coast Council
Framing environmental messaging: what works?
Friday, November 7, 2025 at 2:15 PM–2:35 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Dr. Jennifer Lynes, University of Waterloo
Authors
Dr. Jennifer Lynes, University of Waterloo
Rebecca Pottage, University of Waterloo
Healthy eating holistic model: combining ingredients for a new recipe
Friday, November 7, 2025 at 2:15 PM–2:35 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Sara Rego, Communication and Society Research Centre - University of Minho
Authors
Prof. Sara Balonas, Communication and Society Research Centre - University of Minho
Sara Rego, Communication and Society Research Centre - University of Minho
Benedita Corte Real
Influencers Drive Water Conservation: Experiment Linking Responsibility and Cultural Distance
Friday, November 7, 2025 at 2:15 PM–2:35 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Carolina Sanchez, National Univesity of Cordoba
Franco Sancho Esper, PhD, University of Alicante
Authors
Carolina Sanchez, National Univesity of Cordoba
Carla Rodríguez Sánchez, University of Alicante
Franco Sancho Esper, PhD, University of Alicante
Carlos Orus Sanclemente
Insect-based food: what is Brazilians' perception?
Friday, November 7, 2025 at 2:15 PM–2:35 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Oliva M. D. Martins, Transdisciplinary Research Center in Education and Development, based in Instituto Politécnico de Bragança
Adriana de Fatima Valente Bastos, Instituto Federal de Pernambuco (IFPE), Campus Igarassu, 53659-899, Pernambuco, Brazil
Authors
Oliva M. D. Martins, Instituto Politécnico de Bragança and Transdisciplinary Research Center in Education and Development, Instituto Politécnico de Bragança
Adriana de Fatima Valente Bastos, Instituto Federal de Pernambuco (IFPE), Campus Igarassu, 53659-899, Pernambuco, Brazil
Ceres Grehs Beck, IFPB - Instituto Federal da Paraíba (IFPB), Campus João Pessoa, 58015-020, Paraíba, Brazil
Rocsana Bucea-Manea-Țoniș, Doctoral School, National University of Physical Education and Sport, Bucharest, Romania.
Promoting Conscious Water Use Through Social Marketing Interventions
Friday, November 7, 2025 at 2:15 PM–2:35 PM CET add to calendar
Salon de Grados - Faculty of Economics
Proposed Conference Track
Climate action, environmental and species protection
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Semra Doğan, Kutahya Dumlupinar University
Authors
Fatma Kose Icıgen, Kutahya Dumlupinar University
Esra Yildirim Soylemez, Kutahya Dumlupinar University
Melis Ercin Yurcu, Kutahya Dumlupinar University
Cengiz Duran, Kutahya Dumlupinar University
Gamze Dogdu Yuceturk, Bolu Abant Izzet Baysal University
E-waste Escape Plan: Social Marketing Paths to Landfill-Free E-Waste
Friday, November 7, 2025 at 2:40 PM–3:00 PM CET add to calendar
Ernest Lluch - Faculty of Economics
Proposed Conference Track
Theories and methods
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Yue Xi, Social Marketing @ Griffith and Griffith University
Authors
Yue Xi, Social Marketing @ Griffith and Griffith University
Sharyn Rundle-Thiele, Social Marketing @ Griffith and Griffith University
Julia Carins, PhD, Griffith University
Carina Roemer, Social Marketing @ Griffith
Jeawon Kim, United Nations Climate Technology Centre and Network
From Evidence to Scale: The Digital Expansion of SBI
Friday, November 7, 2025 at 2:40 PM–3:00 PM CET add to calendar
Seminario 3 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Angela Rizzo, AB InBev Foundation
Dr. Tom Achoki, MD, PhD, AB InBev Foundation
Authors
Angela Rizzo, AB InBev Foundation
Elena Cardenas Vargas
Leandro Piquet
Josephine Tshabalala
Dr. Tom Achoki, MD, PhD, AB InBev Foundation
How Canadians Respond to Information About Meat Consumption Risks
Friday, November 7, 2025 at 2:40 PM–3:00 PM CET add to calendar
Vicens Vives - Faculty of Economics
Proposed Conference Track
Advertising & marketing communications
Submission Type
Research / Academic Abstract
Programme Listing
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.
Presenters
Rebecca Pottage, University of Waterloo
Authors
Rebecca Pottage, University of Waterloo
Dr. Jennifer Lynes, University of Waterloo
Dr. Sadaf Mollaei, University of Guelph
Recycling factors for encouraging university students to do recycling
Friday, November 7, 2025 at 2:40 PM–3:00 PM CET add to calendar
Seminario 2 - Faculty of Economics
Proposed Conference Track
Health and wellbeing
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Dr. Sariya Kruayim, Naresuan University
Authors
Dr. Sariya Kruayim, Naresuan University
Shaping the Future of Social Marketing Education
Friday, November 7, 2025 at 2:40 PM–3:00 PM CET add to calendar
Seminario 1 - Faculty of Economics
Proposed Conference Track
Interdisciplinary and cross-sector action
Submission Type
Practice / Case Study Abstract
Programme Listing
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.
Presenters
Melissa K Blair, Dharmarketing Strategic Social Impact
Authors
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