European Social Marketing Conference 2026

5. Innovation in theory, methods and measuring impact

20 Minute Oral Presentation

This session presents a real-world social marketing case study demonstrating how behavioral determinants can drive help-seeking intentions in stigmatized contexts. Drawing on a multi-year 988 helpline campaign, the session will share practical design and evaluation insights showing how behavioral determinants such as self-efficacy, skills, and perceived consequences can enable action even when stigma persists. Attendees will gain transferable lessons for designing interventions where stigma is a barrier to behavior change.