World Social Marketing Conference 2025

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.