European Social Marketing Conference 2026

1. Health and wellbeing

20 Minute Oral Presentation

This session invites delegates to rethink maternal health not as an individual behaviour problem, but a co-created service ecosystem shaped by trust, power, and knowledge. Drawing on critical social marketing, service-dominant logic, and epistemic justice, the presentation explores how Traditional Birth Attendants, formal healthcare providers, women and policymakers collectively shape maternal health in Ghana.

Attendees will gain fresh perspectives that moves beyond behaviour-change models towards inclusive and culturally responsive strategies.