European Social Marketing Conference 2026

1. Health and wellbeing

20 Minute Oral Presentation

This session will present insights from a national study on participation in Slovenia’s colorectal cancer screening program (SVIT), applying the COM-B behaviour change framework. Attendees will learn about the key capability, opportunity, and motivation factors that influence uptake, including the roles of health professionals, social norms, public attitudes, stigma, and self-efficacy. The presentation will also discuss practical implications for optimizing communication strategies to improve screening participation.