How do social marketers convert social awareness into social change? Case Studies of the Application of the Omnichannel Social Marketing Model (OSMM)

All Sessions

How do social marketers convert social awareness into social change? Case Studies of the Application of the Omnichannel Social Marketing Model (OSMM)

Thursday, July 9, 2026 at 1:30 PM–1:50 PM CEST

Room B6 (Entrance Level)

Proposed Conference Track

5. Innovation in theory, methods and measuring impact

Submission Format

20 Minute Oral Presentation

Programme Listing

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.