European Social Marketing Conference 2026

1. Health and wellbeing

Poster

This session presents a practice-based social marketing intervention from Japan that reframes everyday health behaviours as contributions to healthcare sustainability. Using behavioural insight and experiential design, the case demonstrates how recognising existing actions—rather than promoting new ones—can motivate sustained behaviour change. Attendees will gain transferable lessons for applying social marketing to complex system-level challenges across ageing societies.