European Social Marketing Conference 2026

5. Innovation in theory, methods and measuring impact

20 Minute Oral Presentation

This session offers a critical analysis of high-impact social marketing campaigns from Portugal and Canada, exploring how the Omnichannel Social Marketing Model (OSMM) drives behavior change. Attendees will learn to bridge the gap between mass-media awareness and sustained action by discussing why some campaigns fail to reach the maintenance stage and how a holistic, data-driven framework can transform social marketing.