World Social Marketing Conference 2015: Programme by World Social Marketing Conference

The Mission of the Social Marketing Conference series is to act as a vehicle to help build a global movement dedicated to capturing, spreading and nurturing good practice in social marketing.

capturing spreading nurturing good practice... Rydges World Square Hotel, Sydney, 19-22 April 2015

www.wsmconference.com

sydney, 19 - 22 april 2015

contents:overview Time

Content

Page

Welcome from Professor Jeff French

4 Sunday 19 April

1:00pm – 4:00pm

Optional workshop 1 – “Exploring New Strategies and Tools for Social Marketing Research and Practice” – presented by Dr. Craig Lefebvre

1:30pm – 4:30pm

Free to attend session “Academic Writing and Presenting for Conference Workshop” presented by Dr Nadia Zainuddin

4:30pm – 6:30pm

Optional workshop 2 - “Time to get Strategic in Social Marketing ; The added value of applying Social Marketing principles to social programme delivery.” – presented by Professor Jeff French and Dr. Ross Gordon

7:30pm – 9:30pm

Strategic Social Marketing’ book launch with Professor Jeff French and Dr. Ross Gordon at Sydney Business School, Circular Quay.

Monday 20 April 8:45am – 8:50am

“Welcome to Country and Acknowledgment of Country” followed by a welcome from Conference Chair, Professor Jeff French

8:50am – 9:00am

Welcome from Professor Sandra Jones, Director of the Centre for Health and Social Research (CHaSR) at the Australian Catholic University

9:00am – 10:30am

Keynote Presentations

10:30am– 11:00am

Sponsor Presentation by Rescue Social Change Group

11:00am Refreshments and networking – 11:30am

11:30am– 1:00pm

Track Sessions - A choice of up to 5 concurrent sessions

1:00pm – 2:00pm

Lunch

2:00pm – 3:30pm

Track Sessions – A choice of up to 5 concurrent sessions

3:30pm – 4:00pm

Refreshments & networking

4:00pm – 5:30pm

Plenary session – “The Future>The Now speaks”

5:30pm – 5:45pm

Day 1 Review with Dr. Craig Lefebvre

6:00pm – 7:00pm

Drinks Reception

Editorial Board Meeting for the Journal of Social Marketing (invitation only)

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Time

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Content

Page Tuesday 21 April

7:45am – 8:45am

Social Marketing on Toast: A breakfast discussion on the benchmark criteria for social marketing

9:00am – 10:30am

Welcome from AASM President, Ross Gordon, followed by Keynote Presentation

10:30am– 11:00am

Refreshments & networking

11:00am– 12:30pm

Track Sessions – A choice of up to 5 concurrent sessions

12:30pm– 1:30pm

Lunch

1:30pm – 3:00pm

Track Sessions - A choice of up to 5 concurrent sessions

3:00pm – 3:30pm

Refreshments, networking and poster presentations

3:30pm – 5:00pm

Special Interest Sessions

5:00pm – 5:35pm

Then, Now and Tomorrow

5:35pm – 5:45pm

Conference Close - Professor Jeff French

7:30pm – 8:00pm

Pre Dinner Drinks

8:00pm – 11:30pm

Conference Dinner and Awards, followed by entertainment

Lunch and Learn with iSMA Board Members – Ballroom 1

Wednesday 22 April 8:30am – 4:00pm

Optional Workshop 3 - Community-based Social Marketing Workshop presented by Dr. Doug McKenzie-Mohr

Important Info

Venue Map

Keynote Speaker Biographies Ashfaq Rahman Joel Bakan Anne Moffat Adrian Bauman

Poster Sessions

The Committee

Event Sponsor Listings

Credits

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www.wsmconference.com

sydney, 19 - 22 april 2015

welcome: It is a pleasure and an honour to welcome you to this the fourth World Social Marketing Conference. We are fortunate to be meeting in the wonderful city of Sydney at a time when Social Marketing is developing rapidly around the world. Over the next few days you will have an opportunity to meet, listen to and debate with Social Marketing colleagues from around the world.

It is gratifying to see the breadth of papers and sessions at this yearâ&#x20AC;&#x2122;s conference and the range of contributions from many countries. We have also been fortunate to have attracted a range of top international speakers who will I am sure will challenge our thinking and stimulate debate. I would encourage you to use the event to build your professional network by being an active participant at the conference. There are many opportunities for informal meetings, networking and social events that are designed to help you meet existing colleagues, and make new friends and contacts. I would especially like to thank the organising committee and reviewers for all their hard work in ensuring that the quality and mix of papers, posters and keynotes at the conference is of the highest order. Special thanks to Professor Sandra Jones, Australian Catholic University, Dr Ross Gordon, Macquarie University, Dr Nadia Zainuddin, University of Wollongong. Professor Rebekah Russell-Bennett, Queensland University of Technology and Luke van der Beeke, Managing Director, Marketing for Change. We are also grateful to our sponsors and supporters without whom the event would not be possible. Particular thanks to Rescue Social Change Group for their continuing support of the event as it moves around the world. A full list of our sponsors and supporters is available in the conference programme. I am sure that like me you are looking forward to what will be a stimulating event. Enjoy the conference and help us to make sure that this unique event continues to fulfil its mission to develop, capture and spread good practice in Social Marketing. >>> Professor Jeff French

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19 April 1pm - 9.30pm 1:00pm – 4:00pm Optional workshop 1 : Horden 2 “Exploring New Strategies and Tools for Social Marketing Research and Practice. Presented by Dr. Craig Lefebvre.”

1.30pm-4.30pm Free to attend session : Ballroom 1 “Academic Writing and Presenting for Conference Workshop” presented by Dr Nadia Zainuddin.”

4:30pm – 6:30pm Optional workshop 2 : Horden 1 “Time to get Strategic in Social Marketing : The added value of applying Social Marketing principles to social programme delivery.” – presented by Professor Jeff French and Dr. Ross Gordon.

7:30pm – 9:30pm Strategic Social Marketing book launch With Professor Jeff French and Dr. Ross Gordon at Sydney Business School, Circular Quay Supported by: Sydney Business School at the University of Wollongong, Australian Association of Social Marketing (AASM) and SAGE. Join Jeff and Ross for a drink and canapes between 7:30pm to 9:30pm at Level 8 on the Terrace, Sydney Business School, 1 Macquarie Place, Sydney, NSW 2000.

plenary sessions: 20 April 8.45am - 11am 8:45am – 8:50am “Welcome to Country and Acknowledgment of Country” followed by a welcome from Conference Chair, Professor Jeff French 8:50am – 9:00am Welcome from Professor Sandra Jones,

Director of the Centre for Health and Social Research (CHaSR) at the Australian Catholic University

9.00am - 10.30am Keynote Presentation Chair: Professor Rebekah Russell-Bennett

09.00 Adrian Bauman, Sesquicentenary Professor of Public Health, University of Sydney, Australia “The politics and promotion of public health – a tangled web of mass media campaigns and social marketing” Public health approaches to social marketing are increasingly used to increase community awareness, reframe individual behavioural agendas, and provide a call to action to promote health. The history of public health campaigns is several decades old, but over time, mass media campaigns have become re-labelled as social marketing, without the elements of a comprehensive social marketing approach. The [mostly political] causes of this, and implications for campaign effectiveness pose challenges for the future of this kind of initiative in population health. This presentation will outline marketing successes, and some of the limitations of these approaches in public sector health-related communication. Finally, new opponents have emerged for public sector messages, including counter-marketing by industry; initially the tobacco industry, but more recently from Big Food, alcohol and other private sector areas, through disseminating messages and marketing strategies to counter and undermine health promoting communications. Strategies for “countercounter-marketing” are still formative, but much needed in the multi-platform media environments in which information and communications occur in the 21st Century.

ballroom 2&3

09.45 Anne Moffat, Manager – Executive Services, Moreton Bay Regional Council, Queensland Government, Australia “The challenges and benefits for governments in implementing social marketing” Social marketing – that’s Facebook right? If you’ve ever been asked this question – or you’ve had to explain that no, a tv ad is not going to change the world, let alone behaviours – then this presentation will resonate. Government is so often at the precipice of the big social issues, and there is a clear need for change. So why is it so hard to implement the right strategies to make it happen? Anne will explore some of the realities and the myths around what makes social marketing work – and not work – for government.

10.30am - 11.00am Sponsor Presentation by Rescue Social Change Group

Jeff Jordan, President and Executive Creative Director, Rescue Social Change Group “Can We Start Over? Understanding distinct behaviour change pathways and when to use them.” Knowledge change, policy change, structural change and cultural change are all “change pathways” that can be supported with a social marketing strategy. Unfortunately, programmes too often, and sometimes unknowingly, determine which pathway to pursue before even conducting any research or understanding the potential impact of that pathway. Insights are not just about understanding your audience’s preferences and knowledge, they are also critical to determining which behaviour change pathway a social marketing programme should pursue. This talk will explore the factors that should be considered before solidifying your social marketing programme’s behaviour change pathway.

11:00am – 11:30am Refreshments and networking

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track sessions:

20 April 11.30am-1pm

Location: Hordern 1

Location: Hordern 2

Social Marketing Ethical Dilemmas: Pursuing Practical Solutions for Pressing Problems

Marketing Strategy in the Context of Social Enterprise Dualities: Development of a Conceptual Model

Lynne Eagle - NZ Associate Dean if Research & Professor of Marketing - College of Business, Law and Governance, James Cook University, Australia

Dr. Judith Madill - CAN Full Professor, Paul Desmarais Professor in Marketing, Telfer School of Management, University of Ottawa

Stephan Dahl - GER Senior Lecturer in Marketing and Adjunct Associate Professor - Hull University Business School in England and James Cook University, Australia Stacy Carter - AUS Associate Professor and NHMRC Career Development Fellow - Centre for Values, Ethics and the Law of Medicine (VELiM), Sydney School of Public Health, University of Sydney We use data from a pilot study of actual ethical dilemmas encountered by social marketing practitioners and resources used to resolve them to discuss ethical resources to support social marketing practitioners. Key challenges include concerns about funders’ influence on social marketing activity. Advocacy and practical decision-making support options are discussed. Truth in Social Marketing: Applying Truth Frameworks to the Strategic Evaluation of Social Marketing Campaigns Thomas Boysen Anker - DAN Lecturer, Adam Smith Business School – Management - Glasgow University Marketing codes and regulations stress that all marketing communications should be truthful. But what is truth in social marketing? This presentation proposes a theoretical framework for the evaluation of truthfulness of behavioural claims in social marketing, integrating the correspondence, coherence and pragmatic theories of truth. Enviro-ethical Dialogism: Implications for CSR and Consumer Engagement Dr Will McConnell - USA/Canada Assistant Dean - College of Transdisciplinarity Chair, Interdisciplinary Studies, Woodbury University

The purpose of this presentation is to develop a deeper understanding of the tensions that influence the context in which social enterprises operate, and to propose a model of how those tensions influence the development of marketing strategy in social enterprises. What Rocks Your Boat? When “Attraction” meets “Social Identity” to Achieve Behavioural Change Peiyi Wang - AUS Doctoral Candidate, Swinburne University of Technology, Faculty of Business and Law, Department of Marketing, Tourism and Social Impact Through the curious case of “ALS Ice Bucket Challenge”, we explore how social media can be used to entice individuals to participate in charitable campaigns at the rate of a speed-date. Cross-Cultural Shared Leadership as a Vehicle to Achieving Community-Level Behavioural Change through Capacity Building Clare Johansson - AUS Doctoral Student, Swinburne University of Technology Energy costs are a financial strain which disproportionately affect Indigenous communities, causing stress among members and affecting their well-being. This paper proposes that Indigenous and non-Indigenous organisations in partnership may improve the well-being of vulnerable communities through Shared Leadership, to develop capacity building and selfdetermination. For and By the People: Promoting Citizen Participation in Local Governance in Bangladesh Raihan Amin - BAN Head of Strategic Planning, Unisocial

Dr Mine Ucok Hughes - USA/Turkey Associate Professor Department of Marketing, Woodbury University

Muhammad Tarik Hasan Somy - BAN Executive Director, Unisocial

In this paper, we discuss the emerging paradigm of consumer dynamism and corporate social responsibility, which we call “enviro-ethical dialogism. We present a timely framework for creating marketing opportunities in the rapidly emerging enviroethical paradigm of consumer awareness and demand.

Can Democracy be marketed? Especially to people who have been long colonized? Our work in Bangladesh, on a USAID project, shows that it is indeed possible to market the ideas, ideals and methods of Democratic Governance. In fact, it can get communities engaging with local governments, media and other stakeholders.

Victory is in the Planning: What Sun-Tzu can Teach Social Marketers Tracey Bridges - NZ SenateSHJ New Zealand Managing Partner - SenateSHJ The Art of War, a 2000 year-old military manual by Chinese general Sun Tzu, sets out a philosophy for victory centred on preparation and strategy. Calling on these ancient lessons, Tracey Bridges will challenge practitioners to consider whether their strategy and planning are sufficient to achieve victory (positive social change).

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Choose your session from those available in the listings below

Academic | Practitioner

Location: Ballroom 2

Location: Ballroom 3

Location: Ballroom 1

A qualitative analysis of young drivers’ perceptions of driver distraction social marketing interventions

Aggregating Potential Collective Action To Motivate Pro-Social Consumption

Impact Of Public Private Partnerships On Increasing The Uptake Of Modern Contraceptive Methods Through Innovative Social Marketing Campaign

Dr Jennifer Algie - AUS Senior Lecturer, University of Wollongong

Adrian R. Camilleri AUS Lecturer (Marketing), RMIT University

Are you (A) a person who uses their phone when driving? Or (B) a person who cannot understand why other drivers use their phone while driving! Either way, take this freeway exit for a rest-stop at our presentation on driver distraction messages targeting young drivers.

Is the statement “If X people all do Y action then Z outcomes will be achieved” motivating? We answer this question by conducting a series of laboratory experiments focused on motivating proenvironmental actions. It turns out that such statements are motivating. Please join us, and find out why.

Examining response to drink driving and speeding road safety television advertisements in eight countries

If climate change is a super wicked problem, is social marketing a super wicked solution?

Tom Carroll - AUS Technical Adviser, World Lung Foundation

David Meiklejohn - AUS PhD Candidate, RMIT University

Results are presented from a multicountry road safety formative research project examining response to drink driving television advertisements in Brazil, Cambodia, China, India, Mexico and to speeding advertisements in China, Kenya, Russian Federation and Turkey. The most effective appeals and approaches for each road safety behaviour are examined across countries.

Social marketing programs combatting climate change rarely take account of the full complexity of the issue. Only by understanding why climate change is a super wicked problem and what that means, can we hope to design effective social marketing interventions.

The ‘Mistakes’ Campaign - Changing how we think about speed Rachel Prince - NZ Principal Advisor, New Zealand Transport Agency Most speeders believe they’re skilled enough to drive over the limit and that it’s everyone else who’s the problem. Instead of resisting that belief, we launched a campaign that supported it. It had an unprecedented effect. Mistakes started a new conversation about speed amongst people who had stopped listening. A Review of Recent LandmarkDesignated Social Marketing Case Studies Involving Sustainable Transportation

Houda A Khayame - FRA Jordan Communication Advocacy and Policy (JCAP) Project Deputy Director, Abt Associates, Inc In Jordan, large size families’ preference for male children and pregnancy right after marriage are the norms. Family planning is accepted but fear of modern contraceptives remains. While public-private partnership is less of a norm worldwide; it proved to be highly successful in Jordan through a bold social marketing approach. Make the Most of Waste Anna Kary - NZ Senior Specialist Marketing, Auckland Council

Perceived value of using energy efficiently among low-income older residents

To support its aspirational goal of zero waste by 2040, Auckland Council is delivering a behaviour change communications programme to make waste reduction part of Aucklanders’ daily lives. The first marketing campaign tackled increasing recycling contamination, using animated characters to deliver fun messages about what doesn’t go in recycling.

Katherine Butler - AUS Project Manager, Centre for Health Initiatives, University of Wollongong

Social Marketing and Marketing Systems; Towards a Coherent Theory of Change

This study explores the value of using energy efficiently, drawing on focus group research conducted with low-income older residents. We explore how residents perceive the functional, economic, emotional, social and ecological value of using energy efficiently in their daily lives, and consider how social marketers can better understand how value is created through everyday practice.

Professor Roger A Layton - AUS Emeritus Professor of Marketing, Australian School of Business, UNSW Australia

Does ‘Pride’ Work? A meta-analysis of the effect of 84 social marketing campaigns for conservation

Jay Kassirer - CAN President | General Manager, Cullbridge, Tools of Change

Kevin Green - USA Senior Manager, Behavioral & Social Science, Rare

Six innovative and highly successful transportation behaviour programs that were recently awarded the Landmark designation by Tools of Change will be reviewed. They illustrate some novel, replicable and cost-effective approaches to segmentation and personalization, building relationships and engagement over time, and making walking, cycling and transit more appealing than driving.

Conservation is about behavior. A ‘Pride’ campaign promotes behavior change by inspiring communities to take pride in the local resources that make their communities unique. An unprecedented study of 84 ‘Pride’ campaigns across the globe tests the effectiveness of the approach and reveals new insights about human behavior change.

capturing | spreading | nurturing | good practice

Dr Christine T Domegan - IRE Head of Marketing & Senior Lecturer, National University of Ireland Want to be the best social marketer in the world? Then embed your interventions in systems thinking to bring about far reaching change! Why so? Social marketing systems design can link micro choices to macro structures; focus on processes rather than variables and importantly, connect behaviour change with social change. The Role for Social Marketing in the Program of Saving Lives at Birth in Indonesia Dr Cynthia M Webster - USA/AUS Associate Professor in Marketing, Macquarie University This paper evaluates the Indonesian government’s community-based “Revolusi KIA” program to reduce maternal and infant mortality. Variable results in program success are due to lack of awareness and knowledge of program benefits, perceived financial costs, cultural practices and environmental disparities. Recommendations are made and promotional material developed and distributed. 7

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track sessions:

20 April 2pm-3.30pm

Location: Hordern 1

Location: Hordern 2

The Use of Photovoice to Understand American Indian Youth’s Perceptions of their Dietary Landscape

A Review of Global Social Marketing Case Studies involving HIV/AIDS, Hepatitis C, and STBBIs

Kathleen Kelly PhD - USA Professor of Marketing, Director of the Center for Marketing & Social Issues, Colorado State University

Heather Bowen Ray - USA Consultant, Murmur

A community-based participatory research (CBPR) method, “photovoice,” was used to gain insight regarding the opportunities and challenges American Indian (AI) youth perceive they face with regard to eating healthily. These insights will contribute to developing an adaptation of an established intervention designed to increase the intake of healthy foods, particularly fruits and vegetables, and to increase youth cooking competencies. Enhancing Well-Being through Anti-Depression Campaigns: Application of Transtheoretical Model Tatiana Levit - CAN Assistant Professor, University of Regina The Transtheoretical Model (TTM) involves five stages of change through which people move to healthier lives. We created detailed criteria to apply TTM to designing anti-depression campaign websites. We put our criteria to the test using the Australian beyondblue campaign to demonstrate the applicability of TTM in mass communication.

Which evidence-based social marketing interventions actually help prevent the spread of HIV/AIDS and other sexually transmitted diseases? Learn best practices—from Australia, Malawi, the UK, and the US—unearthed during a recent global literature review. Examples demonstrate creative solutions for low-budget programs to carry out high-quality planning, research and evaluation. Using Social Marketing in India to Engage Private Sector for Reproductive Health Products. Mr Sharad Agarwal - IND Chief Executive Officer (CEO), Hindustan Latex Family Planning Promotion Trust (HLFPPT) Hindustan Latex Family Planning Promotion Trust (HLFPPT) brings it unique experience of engaging private sector for Improving Access to Quality and Affordable Reproductive Health Product and Services in rural India. It’s one of its first kind of initiative for synergizing social marketing and franchising approaches for improving health outcomes in India.

The Greatest Gift: Improving Couple HIV Testing Rates in South Africa

Drivers of Condom Brands Perception, Choice and Loyalty among Generation Y South Africans: Proposed Conceptual Model

Tessa Meyer - SA Marketing and Communications Manager, Society for Family Health South Africa

Dr Helen Duh Inseng - CAM Lecturer at the Department of Marketing Management University of Johannesburg

This presentation looks at the successful Couples HIV Counselling and Testing Campaign in South Africa. The main communication idea was “Give your partner the greatest gift” where the gift is testing for HIV together. This is significant because couples HIV testing has shown to have numerous benefits in HIV Prevention.

Generation Y South African students prefer commercially sold branded condoms over freely distributed government condoms. Using a conceptual model, our study examines drivers of not only the preference, but also the choice and loyalty to branded condoms. Our paper contributes to the field of branding in social marketing.

Holding up the Mirror to ‘System 1’: Facing the Reality of Unconscious Racial Discrimination Kathy O’Donoghue - AUS Beyond Blue Janine Scott - AUS TNS

Changing Social Norms through Community-Based Social Marketing Dr Krzysztof Kubacki - POL Senior Lecturer in Marketing and Social Marketing Research Practice Fellow (VicHealth), Griffith University Professor Sharyn Rundle-Thiele - AUS Professor, Director of Social Marketing, Griffith University This research employed a repeated measures design to evaluate VicHealth’s Walk to School 2013, a community-based social marketing program. The results suggest the program increased caregivers’ perception that children in their community walked to/from school and that walking to/from school is socially acceptable.

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Choose your session from those available in the listings below

Academic | Practitioner

Location: Ballroom 1

Location: Ballroom 3

Location: Ballroom 2

Can social marketing approach help towards better law implementation?

Disguising the Performance of M-games in Social Marketing

Improving the Social Marketing Experience

Dr Tanja Kamin - SLO Assistant Professor Faculty of Social Sciences and visiting fellow at The University of Sydney, Sydney Democracy Network, University of Ljubljana

Mr Rory Mulcahy - AUS PhD Candidate Queensland University of Technology (QUT)

Michael Basil - CAN Professor of Marketing, University of Lethbridge

This PhD investigated four current social marketing m-games to understand which game attributes made them useful for behaviour change. This presentation will explore the game attributes which appear to be used as a disguise to mask the behavioural intention of the game through entertainment.

The nature of the emotional “experience” is critical to commercial marketing. In many health interventions, however, the focus is on information and fear. These are not the most effective strategies with reluctant audiences. A focus on positive and enabling factors would differentiate us and build positive perceptions of social marketing.

Legal regulation has limited effect in achieving behaviour change. Social marketing interventions can influence social approval of the law and increase its effectiveness. The paper provides evidence that social marketing intervention can bring results in increasing compliance with the law when it comes to regulating alcohol availability to young people. Alcohol Consumption Behaviours in Vietnam: A Tale of Two Cities Professor Linda Brennan - AUS Professor, School of Media & Communications, RMIT University Melbourne This study examines social drinking in Vietnam to gain an understanding of how norms are established and transferred within the cultural setting. There are differences in drinking behaviours and social practices between settings (Hanoi and Ho Chi Minh City). Responsible drinking initiatives will need to be account for these differences. The Use of New Media using Peer Promoters in HIV and Substance Abuse Prevention Jeralyn Powell - USA Social Media Specialist, Aletheia House While substance abuse and HIV continue to affect our communities, a rise in digital and social media have impacted the way we communicate. The 1 Night Only and 1 Door Closes programs use new media for the dissemination of prevention messages, specifically for African American females and MSM ages 13-24. Learning from commercial marketing: Novel use of cigarette packaging to communicate health messages

Exploring the Use of Sport-Linked Alcohol Marketing via Social Media Dr Kate Westberg - AUS Associate Professor, Marketing RMIT University The sport-alcohol-social media triumvirate presents a significant emerging issue in the fight against alcohol-related harm. We identify four social media strategies used by alcohol brands to leverage their association with sport, cultivating a sense of camaraderie and shared identity involving high levels of engagement, cocreation of content and social activation. One Issue, Three Campaigns: Effectively Reaching At-Risk Teens Jeff Jordan - USA President & Executive Creative Director Rescue Social Change Group After researching why teens engage in risk behaviors, the state of Virginia (USA) chose to break its teen tobacco prevention strategy into three independent campaigns. Learn how and why this works. A comprehensive conceptual model of contemporary coolness for brand and social marketing Khondker Galib B Mohiuddin -BAN PhD Student, Macquarie University Understanding and measuring ‘coolness’ of brands may enable social marketers to improve efficacy of social marketing for certain target markets. An exploration of the concept of ‘coolness’ is the first step.

Dr Crawford Moodie - SCO Senior Research Fellow, Institute for Social Marketing, University of Stirling Talking cigarette packs that inform of the risks of smoking, cigarette pack inserts featuring positive messaging, and cigarettes that display health warnings borrowing from commercial marketing practices to explore how to use cigarette packaging to its full potential.

capturing | spreading | nurturing | good practice

The incorporation of Transformative Consumer Research principles within the ‘Cancer Good News’ social marketing project: A Case Study Dr Lyn Phillipson - AUS Senior Lecturer (School of Health and Society) and Associate Director (Centre for Health Initiatives), Faculty of Social Sciences, University of Wollongong Can social marketers achieve more than just ‘insight’ into our target audiences through formative research? This paper presents a case study of the benefits of using a transformative consumer research approach to maximise the benefits for a vulnerable CALD target audience within a social marketing program to promote cancer screening. Moving Forward: Conceptualising the Social Marketing Value Chain Dr Marie-Louise Fry - AUS Griffith Business School, Griffith University Dr Josephine Previte - AUS UQ Business School, The University of Queensland The social marketing critique and discussion during this presentation challenges social marketers to move beyond ‘problem and deficit’ thinking to address social issues. We discuss the ‘Social Marketing Value Chain” as an alternative approach that seeks to open new thinking for creating viable, relevant social change solutions. Looking through a glass onion: A mixed method formative research case Julia Carins - AUS Nutrition Scientist & Social Marketing PhD Student, DSTO & Griffith University Ever tried looking through a Glass Onion? Or a crystal? This paper challenges social marketers to mix methods/perspectives to generate a broader understanding of the consumer and their context. A case study demonstrates how mixed methods were used in formative research study to develop a program to change eating behaviour. 9

www.wsmconference.com

sydney, 19 - 22 april 2015

plenary sessions: ballroom 2&3

20 April 3.30pm-7pm 3:30pm - 4:00pm Refreshments & networking 4:00pm - 5:30pm The Future>The Now Speaks Chair: Dr Ross Gordon, Senior Lecturer in Marketing, Macquarie University, Sydney Panel: Dr Thomas Anker – University of Glasgow; Consumer dominant social marketing: how to foster social change through the adoption of disruptive business models Kathleen Chell – PhD student at QUT Reflections on Starting a Career in Social Marketing Nick Goodwin – Director of Tulodo and the University of Sydney; Reflections on social marketing academia and practice in the Asia-Pacific region Sinead Duane – National University of Ireland, Galway; Partnership working for the future: Is it key to delivering long term social change? This special session follows up on the successful ‘Future Speaks’ panel session from the 2013 World Social Marketing Conference in Toronto, and will feature a panel of emerging social marketing academics and practitioners discussing some of the most important issues and challenges in the field. In recognising the innovation, new ideas and fresh thinking that emerging social marketers have to offer, speakers will present and discuss three key issues they identify for social marketing that are relevant now and for the future. The session will feature short presentations from each of the speakers, followed by a question and answer discussion session with the audience.

5:30pm – 5:45pm Day 1 Review with Dr. Craig Lefebvre Join Craig Lefebvre for this interactive session as he draws on presentations, conversations and social media trends from throughout the day to review whats hot, and whats not!

6:00pm – 7:00pm Drinks Reception Join colleagues in the exhibition and poster area for some end of day networking and looking ahead to Day 2.

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21 April 7.45am-10.30am 7:45am – 8:45am Social Marketing on Toast : Ballroom 1 A breakfast discussion on the benchmark criteria for social marketing : limited to first 80 attendees Start your day with an intellectual bucks fizz. Come and join Rebekah Russell-Bennett and Jeff French for this early seminar on what social marketing is all about and how best to describe it. This session will feed into the AASM , iSMA and ESMA work on developing a globally endorsed set of social marketing principles and concepts to underpin the global consensus definition of social marketing developed by the associations in 2013. For background reading, see French, J. and Russell-Bennett (2015) A hierarchical model of Social Marketing principles, concepts and techniques, Journal of Social Marketing. (Tea, coffee, toast and pastries will be served for attendees)

9:00am – 10:30am Welcome from AASM President, Ross Gordon, followed by Keynote Presentation Keynote speakers: 09.15 Joel Bakan, author, filmmaker and professor of law at the University of British Columbia Marketing and the Social Good - Part Problem, Part Solution Joel critically examines how corporations deploy increasingly manipulative and insidious tactics to market their products (especially to children and youth) while, at the same time, marketing themselves as credible and trustworthy advocates of the social good. Social marketing can play an important role in countering these potentially harmful and deceptive practices, he suggests, though only if it remains self-consciously independent, rooted in critical thinking, and vigilantly resistant to industry attempts to coopt and influence its practice. Bakan provides critical reflections on today’s commercial marketing while offering hopeful discussion on how social marketing can be a force for good.

10.00 Ashfaq Rahman, Managing Director, Social Marketing Company (SMC), Bangladesh Maximizing social impact through a sustainable social business model social marketing applied at scale. With over 800 full time employees and an annual turnover of $ 35.0 million, Social Marketing Company (SMC), Bangladesh is one of the largest and most successful social marketing organizations globally. Established in 1974 as a family planning project, SMC today represents 30% of all national contraceptive use in Bangladesh. SMC is also the biggest manufacturer and distributor of oral rehydration salts (ORS) selling over 400 M sachets annually. SMC also implements several donor programs involving BCC and training of private sector health providers. It manages a network of 6000 fractional franchise clinics called Blue Star. In this presentation Ashfaq Rahman the CEO of the SMC will describe how the SMC evolved and applied social marketing on a national scale to achieve population level impact. Ashfaq will also describe how by following a business model focused on sustainability through cross subsidy, SMC has achieved full recovery of all non-program related expenditures in recent years making its operations sustainable over time. The presentation will be illustrated using examples of SMC work in fields or sexual health, family planning, preventive medicine and disease prevention.

10:30am – 11:00am Refreshments & networking

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www.wsmconference.com

sydney, 19 - 22 april 2015

Rydges World Square Hotel, Sydney, 19-22 April 2015

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#bestofwsm

another conference by fuse events - fuseevents.org

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#wsmc15

#bestofwsm

track sessions:

21 April 11am-12.30pm

Location: Hordern 1

Location: Ballroom 1

Say ‘Yeah, Nah’ and Ease Up On The Drink

headspace “We’ve Got Your Back” Campaign: Supporting young Australians through tough times

Kathy Compton - NZ Senior Account Lead, Health Promotion Agency Our ‘Say Yeah, Nah’ social marketing programme tackles New Zealand’s binge drinking problem by encouraging a cultural shift. See how the Health Promotion Agency is influencing New Zealanders to moderate alcohol intake and accept other peoples decision to do the same. Curriculum, Collateral and Collaboration: Addressing Alcohol and Social Norms in an Australian High School Setting Kelly Andrews - AUS Program Manager, Centre for Health and Social Research, Mary MacKillop Centre for Health Research Australian Catholic University This presentation describes a contemporary social marketing partnership in an Australian community with a particular focus on the social norms approach taken in the local high school. We discuss mis-perceptions about teens and alcohol and showcase the strengths of creating a supportive environment where it is okay not to drink. Anti-Fat Bias, Health Consciousness and Eating Behaviour Matt Wood - UK Principal Lecturer, University of Brighton

This presentation reports findings from a U.K. study exploring the relationship between anti-fat attitudes, health consciousness, normative influences and eating behaviour. Surprisingly, healthy eating behaviour is positively related to anti-fat attitudes but negatively associated with health consciousness. The implications for social marketing are considered with the aim of stimulating discussion. Increasing Walking Among Overweight and Obese Adults: Initial Insights from an Australian Formative Study Mohammad Abdul Kadir - BAN PhD Candidate, Griffith University This qualitative study focuses on overweight and obese adults exploring perceived walking benefits and barriers. Results indicate Australian walking guidelines are confusing and perceived to be unattainable. Further, a familiar location is an important enabler for walking. Programs should focus on the amount of time spent walking rather than distance.

Elisabeth Tuckey - AUS Head of Corporate Affairs, headspace Jenny Witham - AUS Managing Director, Colmar Brunton headspace, Australia’s National Youth Mental Health Foundation, launched a ground-breaking campaign to tackle serious issues affecting young people in Australia today. We will share insights on how this campaign successfully raised awareness and improved access to headspace centres amongst young Australians. Receiving Help: Learning from Sri Lankan Victims of the Asian Tsunami Jayawickrama Withanage Dushan Chaminda - SRI Doctoral Candidate, Faculty of Business and law, Swinburne University of Technology, Australia Prior research on charity giving suggests that recipients react negatively when their self-identity is adversely affected by receiving help from others. To explore this phenomenon further, drawing upon social-identity theory, this research examined Sri Lankan survivors’ perceptions of the support they received in their recovery from the Asian Tsunami 2004. Minimising Gambling Harm – “Family Factor” An example of an engaged exchange. Russell Duncan - NZ Senior Account Lead – Minimising Gambling Harm, Health Promotion Agency Using the theory of exchange in a social media setting. Our case study answers many questions about successfully using social media as social marketing tool. Our strategy maximised the pillars of social media and created engagement with a hard to reach audience through positive reinforcement of a powerful human truth. Corporate Social Responsibility and Problem Gambling Marketing Programmes Dr June St Clair Buchanan - AUS Marketing Lecturer, Macquarie University EGMs are considered to be the most addictive of all gambling products. $11 billion of the $20.5 billion losses to gamblers in Australia during 2011-12 came from EGMs. Thirteen interviews were conducted in NSW. EGM operators and manufacturers need to have responsible gambling strategies that actively deal with gambling problems.

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Choose your session from those available in the listings below

Academic | Practitioner

Location: Ballroom 3

Location: Ballroom 2

Location: Hordern 2

Developing Culture Change Campaigns for Military Environments: I Am Air Force Energy Campaign

Building Engagement over Time for Low-Priority, Repetitive Behaviours Team Power Smart Update

Social Practice Theory: A New Insight for Social Marketers to Foster Proenvironmental Behavior

Darrin Kayser - USA Lead Associate, Booz Allen Hamilton

Jay Kassirer - CAN President | General Manager, Cullbridge, Tools for Change

Lim Bee Veun - MAL

BC Hydro’s Team Power Smart program has engaged 119,338 households in lowpriority, repetitive behaviours, thereby reducing electricity consumption by 46 GWh. Find out how it has engaged an increasing number of people more and more deeply over time, and has used ongoing financial incentives without reducing intrinsic motivation.

Dr Choong Weng Wai - MAL

Energy is mission critical and a significant cost ($9 billion) for the U.S. Air Force. A broad campaign involving 97 bases participating in 40+ unique tactics with 166 rank and file champions resulted in reaching 70,000+ Airmen with a 68% rate of adoption for those engaged. Identification of barriers and benefits for Jack Johnson’s All At Once campaign Dr Jennifer Lynes - CAN PhD Candidate School of Environment, Enterprise and Development, University of Waterloo Dr Stephanie Whitney - CAN Associate Professor Environment and Resource Studies, University of Waterloo Take a peek into musician Jack Johnson’s social marketing campaign All At Once. Results of a survey of 1700 fans on his recent North American tour reveal the perceived barriers and benefits of the two focal behaviors of his campaign: buying local food and using reusable water bottles. Understanding Human-Centered Factors Influencing Uptake of HIV Self-Testing Petra Stankard - USA HIV&TB Technical Advisor/ Global, PSI Anabel Gomez - SPA Global Marketing Advisor/Southern Africa, PSI Globally, it is estimated that 19 million of the 35 million people living with HIV today do not know they are infected with the virus. This paper examines factors that may make HIV oral self-testing a feasible and acceptable solution to increase HIV testing uptake in two African countries. Using Commercial Marketing Techniques to Expand Contraceptive Options in Zambia and Malawi Anabel Gomez - SPA Global Marketing Advisor/Southern Africa, PSI

Encouraging others to donate: Importance of social context for positive word-of-mouth communication Kathleen Chell - AUS Research Assistant, Australian Red Cross Blood Service and PhD Candidate, Queensland University of Technology The importance of others’ influence in the decision to donate blood is undeniable, yet there is limited understanding on what drives existing donors to adopt an advocacy role and encourage others to donate blood. Using social norms theory, this study examined social predictors of positive word-of-mouth intention. Using value theory for segmentation in social marketing Dr Ross Gordon - SCO Senior Lecturer in Marketing, Macquarie University, Sydney This study of 1,444 low-income older residents, theorises that perceived functional, economic, emotional, social, and ecological value of using energy efficiently can be used to segment, target and position social marketing programmes. We identified four segments: frugal eco warriors, value opportunists, ambivalents, and independents, and discuss their impact on behaviours.

Masters Candidate, Universiti Teknologi Malaysia Senior Lecturer, Universiti Teknologi Malaysia The integration of Social Practice Theory into Social Marketing practice is relatively new, and among major challenges is how to systematically implement the mix of Social Practice Theory and Social Marketing to enable behavioural change. This presentation intends to introduce and propose a systematic implementation for such approach. Social Marketing in a Systems Intervention: Healthy Together Victoria Roberto Venturini - AUS

Strategic Social Marketing Manager, Department of Health and Human Services, State Government of Victoria, Australia The use of ethnographic filmmaking in social marketing design Kishan Kariippanon - MAL Producer, Round 3 Creative Vidad Narayan - AUS Creative Director, Round 3 Creative Ethnography, Consumer Culture Theory and the art of filmmaking come together to create a visual marketing resource. Addressing the social determinants and enablers of the high rates of Indigenous smoking in remote Northern Territory of Australia, the filmmaker and social marketer/researcher combine their skills in a ground breaking methodology.

Of the 220 million women with an unmet need for family planning, roughly half cite method-related concerns for non-use. To address these concerns, new contraceptive products are being launched in Malawi and Zambia. To drive uptake modern marketing techniques are being used to connect emotionally with potential users.

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track sessions: Location: Ballroom 2

Location: Ballroom 3

Healthier. Happier. Using Online Assessment and Digital Support Tools to Facilitate the Reduction of Overweight and Obesity in Queensland

How To Drink Properly

Jane Martin - AUS A/ Team Leader, Marketing and Online Communication Unit, Queensland Health

21 April 1.30pm-3pm

Paul Rees-Jones - AUS Executive Planning Director CEO, Clemenger BBDO Melbourne John Scott - AUS Drinkwise Australia

Stick With It! Preliminary Results of a Pilot Study using Nudging to Assist with Weight Loss Maintenance

DrinkWise Australia’s core focus is on promoting a healthier and safer drinking culture in Australia. Previous attempts by others to address youth binge drinking by emphasizing the negative but mostly infrequent consequences of excessive drinking – such as violence, assault, and social regret had been unsuccessful. Our communications challenge was to do the seemingly impossible – to get young Australian’s to start thinking differently about moderation, and even aspire to practice it, without telling them to stop.

Amy Wilson - AUS Research Associate, Ehrenberg-Bass Institute, University of South Australia

Touchdown On Planet Of The Vapes’: Uk E-Cigarette Consumer Behaviour And Attitudes - A Netnography

Four in five people who lose weight, are unable to maintain weightloss. “Stick With It!” is a pilot randomized control trial testing a novel approach to weight-loss maintenance. Various items were designed to nudge healthy behaviours both in and out of the home. Items were popular, but were they effective?

Dr Tom Farrell - IRE Senior Lecturer, Department of Marketing, Oxford Brookes University

Eat better, move more. The simple fix to the complex problem of overweight and obesity. But, with ‘overweight’ now considered ‘normal’, and the opinion it’s a problem for ‘them’ not ‘me’, how do you get people to take ownership of their health and start to make positive changes?

Silver surfers: proposing an e-servicescape framework for active ageing Professor Rebekah Russell-Bennett - AUS Professor, Queensland University of Technology The ageing consumer is an increasingly attractive market segment and services designed to facilitate active ageing are on the rise. The challenge for researchers and service managers is in designing services that increase uptake by reflecting the consumer’s lived experience of ageing rather than traditional, medical approaches Creating Change in a Digital World: Harnessing the Power of Digital Tools to Create Behaviour Change Paul Irwin - NZ GM - Wellington

FCB New Zealand

Today’s digital world provides social marketers with a huge opportunity. Now’s the time to embrace the power of digital tools to help audiences take steps to change. This presentation shares learnings from several New Zealand government programmes that have used behavioural insight and digital tools to drive behaviour change.

This innovative s tudy exploresthe b ehaviour and attitudes of e-cigarette c onsumers. T he research u sed a n etnography to analyse the discussions o f alargeonline vaping community.The findings highlight important factors motivating switching from smoking to vaping and the significant informational role vaping communities play in contrast to health providers. When it’s good to be a quitter: The development of youth orientated counter marketing anti-tobacco resources Lance Barrie, Michael Chapman, Emily Messiah, Josh Beard and Ross Gordon - AUS University of Wollongong, Thirroul Neighbourhood Centre, Macquarie University In this project, the team developed a set of youth orientated anti-tobacco resources and activities using a counter marketing approach in a small youth community centre in regional NSW. Formative research was conducted with young smokers from the youth centre who remained actively involved in all aspects of the project. Alcohol social marketing campaigns on Facebook: Comparing two approaches Caterina Giorgi and Amy Ferguson Foundation for Alcohol Research and Education

another conference by fuse events - fuseevents.org 16

Choose your session from those available in the listings below

Academic | Practitioner

Location: Ballroom 1

The Real Warriors Campaign: Reaching Out Makes a Real Difference

Please Like Me – A Qualitative Evaluation Of The Make Smoking History Facebook Page Sarah Beasley - AUS Make Smoking History Project Officer, Cancer Council Western Australia Comments on Facebook posts are valuable interactions, however, Facebook does not provide a tool to analyse the depth of this data. Comments on the Make Smoking History Facebook page were collated over a year and qualitatively analysed using Nvivo10 to explore differences between genders and smoking statuses.

US hospitals compete for patients, aided by thousands of marketers. Now healthcare reimbursement is changing; an emerging imperative is keeping people healthy and out of the hospital. That requires changing patient health behaviors. We describe a social marketing workforce expansion effort that is helping well-positioned commercial marketers promote healthy behaviors.

Location: Hordern 1 Incentivizing Online Social Marketing Message Diffusion: A Conceptual Framework Elham (Helen) Siuki - IRA PhD Candidate in Marketing, Macquarie University

Talking Families – Using Social Marketing to prevent child abuse and neglect

Cynthia M Webster - USA Associate Professor in Marketing, Macquarie University

Joan Young - AUS Colmar Brunton Research

June Buchanan - NZ Lecturer in Marketing, Macquarie University

Talking Families - Child abuse and neglect is a wicked problem in Australia with 48,420 substantiated cases in 2011-12 up from 40,466 the year before. Government’s across the country are seeking better ways to keep children safe and becoming increasingly aware that in order to do so it will be necessary to influence the voluntary behavior of parents, families and the community. With its core purpose being behavior change Social Marketing is ideally placed to play a significant role in reducing child abuse and neglect. This paper provides an overview of how the Queensland Family and Children’s Commission is applying social marketing through its Talking Parents campaign.

Electronic word-of-mouth through social media networks allows for rapid diffusion of social marketing messages. This paper develops a conceptual model of online message diffusion. The model identifies marketing, individual and network factors and highlights the crucial role of intrinsic incentives such as social approval, reciprocity and self-image.

(App)lying Social Marketing Strategies to Address Common Pitfalls of Health Behaviour Change Apps Shun Qin Audrey Koh - SIN Postgraduate, University of Sydney The increased use of smart devices has unleashed a plethora of opportunities for social marketers to induce positive change in behaviour. However, such mobile technology does not come without pitfalls and unintended consequences. This paper aims to provide recommendations based on social marketing strategies to improve and mitigate these issues. From “Heads on Beds” to Healthy Behavior: Helping U.S. Hospital Marketers to use Social Marketing May G. Kennedy, PhD, MPH - USA Affiliate Associate Professor, Social and Behavioral Health Dept, School of Medicine, Virginia Commonwealth University (VCU) Susan Dubuque, Med - USA Principal, Neathawk, Dubuque & Packett, and Adjunct Associate Professor, Health Administration Department, Virginia Commonwealth University (VCU)

A Critical Analysis of Complaints about Alcohol Advertising on Social Media: A Regulatory Perspective Aziemah Othman - SIN PhD Student, Curtin University Australia’s quasi-regulatory system for alcohol marketing, ABAC is insufficiently protecting society from the harmful effects of alcohol portrayals on social media. Findings from the analysis of complaints made to ABAC and newly formed self-regulatory body, AARB revealed problematic themes in ads, accordingly it offers strategic insights for new policy response. Advancing Theory and Research in Social Marketing: Interactive Management for Complex Problem Thinking Dr Christine Domegan - IRE National University of Ireland Social marketers, have you considered ‘Interactive Management’ as a methodological approach to change cartography? Interactive Management collectively visualizes the structure of a shared problem and uses this collective intelligence to design solutions and intervention strategies to resolve complex problems in society such as obesity, climate change and sustainable marine ecosystems

Lauren Wilson - USA Lead Associate, Booz Allen Hamilton While many warriors returning from deployments report reintegration challenges, research shows only a minority seek psychological health care. To address this gap, the U.S. Defense Department launched the Real Warriors Campaign, a social marketing initiative encouraging warriors worldwide to prioritize their psychological well-being and resilience.

Location: Hordern 2 “The health shop”- An Integrated Social Marketing Approach To Generate Demand for Malaria Testing Kalyani Cumhamangalam Prasad - IND Regional Behavior Change Communication Specialist, Malaria Consortium Elizabeth Streat - AUS Senior Public Health Specialist, Malaria Consortium Can health products gain rapid market share? | Can branding, concept marketing and commercial tactics help drive adoption among consumers in rural areas? | Will consumers pay for services in the private sector they can access “free” in public facilities? | Need answers? DO NOT MISS. Check out our experience! Changing Behaviours to Scale Up Rural Sanitation in the Philippines Edkarl M Galing - PHI Water and Sanitation Specialist, Water and Sanitation Program, World Bank In the Philippines access to improved sanitation in rural areas is less than 70%. Poor sanitation poses danger to public health and the environment and deprives people’s dignity. The application of social marketing principles has systematically complemented efforts to scale up demand creation, supply strengthening and institutional capacity by government.” Engaging Women in Rural Communities to Become Entrepreneurs and Effective Behavioural Change Agents Toslim Uddin Khan - BAN General Manager, Program, Social Marketing Company, Social Marketing Company of Bangladesh is implementing a program using women entrepreneurs to disseminate health messages and sell health products at the community level and earn profit out of it. Preliminary findings demonstrated their increased financial autonomy and an effective model for behavioral change to achieve the desired health impact.

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sydney, 19 - 22 april 2015

special interest: 21 April 3pm-5.45pm 3:00pm - 3:30pm

Panel: Publish or Perish? The Dilemmas of where and what to publish

3:30pm – 5:00pm Special Interest Sessions

The decision about where to publish social marketing research is never easy. Balancing impact vs ranking lists, journal article v book chapter and practical vs theoretical contribution is a daily challenge for researchers. This panel will outline diverse opinions and perspectives on how to balance performance demands, career success, research interests and real world impact. After the panel presentations, the session will be opened to the floor for a lively discussion on the topic.

Refreshments, networking and poster presentations

Session 1: Ballroom 2&3 Ebola communication: mistakes, wins, and lessons going forward” – sponsored by Abt Associates This special session will examine the social marketing implications related to the recent Ebola Virus Disease outbreak. We will critique prevention and treatment messages, community outreach efforts, attempts to shift cultural norms, how information, communication and technology (ICT) solutions were deployed, and the role of the media in addressing the biggest public health crisis of our time. Facilitator: Gael O’Sullivan, Principal Associate l International Health Division, Abt Associates Speakers: Yvonne MacPherson, Director, BBC Media Action USA Dr. Gavin Macgregor-Skinner, Assistant Professor, Department of Public Health Sciences, Penn State Hershey Medical Center Neelley Hicks, Director of ICT4D Church Initiatives at United Methodist Communications (via video) Session 2: Ballroom 1 Meet the Editors Publishing evidence-based and scholarly research in social marketing is an important performance indicator for academics and a vital resource for the practice of social marketing. In this session, you will hear from scholars with editorial roles on the major journals that publish social marketing research about the tips and traps for publishing social marketing research. You will also hear advice about where and what to publish in social marketing and some of the dilemmas scholars face in publishing leading to an interactive discussion about the notion of publish or perish. Editors:

Session 3: Hordern 1 Maximizing Impact With Small Change In this session we will explore how social marketers can maximise the impact of their behaviour change interventions in the context of limited funding, and increased requirements to measure and evidence social and economic returns on investment. Our panellists will talk to a range of challenges and suggest practical ways of doing more with less, without adversely impacting outcomes. The session will touch on numerous themes including; - Cost-effectiveness, Return on Investment and Value for Money - Formative research - Monitoring and evaluation - Capacity building - Partnering and co-creation - Behavioural design, choice architecture and ‘nudging’ - Mass communications Is a requirement to do more with less necessarily such a bad thing? Does the rise and rise of economic rationalism mean social marketing programmes may soon be irrelevant? Or just the opposite?

1. Journal of Social Marketing. Editor Sharyn Rundle-Thiele. Special Conference Issue: Sandra Jones and Nadia Zainuddin.

Our panel of experts will provide ideas, techniques and practical strategies that will help your behaviour change program deliver great outcomes when the budget is tight.

2. Journal of Marketing Management. Special Conference Issue: Ross Gordon, Rebekah Russell-Bennett and Craig Lefevbre.

Facilitator – Luke van der Beeke, Marketing for Change

3. Journal of Non-profit Marketing and Public Sector Marketing. Editor: Gillian Sullivan-Mort (via video). 4. Journal of Services Marketing. Co-editor: Rebekah Russell-Bennett.

Panellists – Tom Carroll, Carroll Communications Tracey Bridges, Senate SHJ Lelde McCoy, The Reputation Group

5. Australasian Marketing Journal and the Journal of Public Policy and Marketing. Editorial Board member: Michael Polonsky

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22 April 8.30am-4pm 5:00pm – 5:35pm Then, Now and Tomorrow : Ballroom 2&3 Chair: Luke van der Beeke Panel: Dr Nadia Zainuddin, University of Wollongong Joan Young, Colmar Brunton Dr Tanja Kamin, University of Ljubljana This fast-paced session will provide insights into the current state of play, and then consider what may lie in store for social marketing over the coming decades. It comprises three short presentations from leading social marketers and concludes with an interactive Q&A. The discussion will be broad ranging and include a look at how social marketing might be better integrated into program design, and how the continued growth of social media may impact the efficacy of social marketing interventions. We will also consider challenges and opportunities afforded by new technology, consider in what new fields social marketing might be applied, and touch on what other opportunities there may be for social marketing to empower social change moving forward.

5:35pm – 5:45pm Conference Close - Professor Jeff French

8:30am – 4:00pm Optional Workshop 3 - Communitybased Social Marketing Workshop : Meeting Room Presented by Dr. Doug McKenzie-Mohr This one-day introductory workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable and health related behaviour changes. Those who attend the introductory workshop will learn the five steps of communitybased social marketing (selecting behaviours, identifying barriers & benefits, developing strategies, conducting a pilot, and broad scale implementation) and be exposed to case studies illustrating its use. Workshop Evaluations: More than 60,000 program managers have attended workshops on community-based social marketing that Dr. McKenzie-Mohr has delivered internationally. Here are several anonymous evaluations from recent workshops: “Fantastic. Simply invaluable.” “By far, the best workshop I’ve attended — on any topic!!!” “Brilliant speaker.” “Easily the most valuable workshop I’ve ever attended.” “Outstanding presentation style. Expertise is obvious.”

7:30pm – 8:00pm Pre Dinner Drinks

“Most valuable workshop/training I’ve EVER attended!”

8:00pm – 11:30pm Conference Dinner and Awards, followed by entertainment

“Enormously beneficial” “Great information. Speaker was wonderful.” “Highest quality training I have ever had the fortune to be part of.”

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www.wsmconference.com

sydney, 19 - 22 april 2015

important info:

World Social Marketing Conference Office Contact Details E: info@wsmconference.com T: +44 (0)01543 439706

Conference Dinner The conference dinner will take place in the Ballroom on Tuesday 21 April starting with pre-dinner drinks from 7.30pm. Late bookings can be taken at the conference information desk. The price is $120 and includes a 4 hour inclusive drinks package (7.30pm-11.30pm), 3 course dinner and entertainment.

Venue Address & Contact Details Rydges World Square, 389 Pitt Street, Sydney, NSW, 2000 T: +61 2 8268 1888

Information & Registration Desk Opening Hours

Conference Materials All keynote sessions will be filmed and uploaded to the conference website, along with all PowerPoint presentations from every session after the event.

Sunday 19 April: 12.30pm – 7.30pm Monday 20 April: 7.00am – 7.30pm Tuesday 21 April: 7.00am – 6.00pm

Twitter A live Twitter screen in the main plenary room will show all tweets relating to the conference. Please use the hashtag #wsmc15 or #bestofwsm for your favorite moments of the conference. Don’t forget to tag us in @wsmconference

Dress Code Dress code for all conference and social sessions is smart/casual.

Conference Proceedings Book The conference proceedings book is available on the conference website www.wsmconference.com

WIFI Free WIFI access is available to all WSMC attendees throughout hotel. See the conference information desk or hotel reception for access details.

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venue map: Meeting Room

Ballroom 1

D01

Lifts D04

Lifts Conference Registration

Ballroom 2&3 D05

D12

D06

Reception

D07

r Ba n y er he id itc K &

Lifts

Bar

Catering Stations

Hordern 1

Hordern 2

Exhibitors

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sydney, 19 - 22 april 2015

keynote speakers: Ashfaq Rahman

Managing Director, The Social Marketing Company (SMC,) Bangladesh Ashfaq Rahman is the Managing Director of the Social Marketing Company (SMC) Bangladesh. He has over 25 years of experience in Social Marketing working extensively in Family Planning, Child Health, Nutrition and HIV/AIDS. His core area of expertise includes strategic planning and management of programs particularly designed to achieve results focused on sustainability and involving significant private sector engagement. Mr. Rahman has worked for the Social Marketing Company for over 18 years helping guide the organization to grow into one of the largest and most successful social marketing entities in family planning and child health globally, fully sustainable from its own resources. Mr. Rahman has also worked extensively in Pakistan, most recently with the Population Council as the Chief of Party of the USAID funded FALAH project. Between 2003 and 2007, he was the Chief of Party for the Futures Group managed Key Social Marketing project Pakistan where he implemented the Manufacturers Model, supporting the private sector manufacturers and suppliers to build a bigger and more attractive market for their contraceptive brands. Mr. Rahman has a Bachelor Degree in Chemistry and a MBA in Marketing. He is married with three children.

Anne Moffat

Executive Director of Strategic Engagement & Protocol in the Department of the Premier and Cabinet Anne Moffat is the Manager of Executive Services, Moreton Bay Regional Council. In her previous role as Executive Director of Strategic Engagement & Protocol in the Department of the Premier and Cabinet, she held responsibility for whole-of-government protocol, communication and events. Anne is also responsible for overseeing the development of The Queensland Plan, which involved the largest public engagement activity ever undertaken in Queensland.Anne has around 20 years experience in the communication industry, including roles in consultancy, the private sector, not-for-profit, and state and local government. She has also held a number of roles across the Queensland Government in infrastructure programming and urban and regional planning. Anne has a Bachelor of Business and is a fellow of the Society of Business Communicators. She has received and been nominated for several Premier’s Awards, Planning Awards and an international award for public participation. Anne has been nominated for QUT Alumnist of the Year and is a former National Young Achiever of the Year.

Joel Bakan

Author of “The Corporation: The Pathological Pursuit of Profit and Power” and “Childhood Under Siege: How Big Business Targets Children “ Joel Bakan is a professor of law at the University of British Columbia, and an internationally renowned legal scholar and commentator. A former Rhodes Scholar and law clerk to Chief Justice Brian Dickson of the Supreme Court of Canada, Bakan has law degrees from Oxford, Dalhousie, and Harvard. His critically acclaimed international hit, The Corporation: The Pathological Pursuit of Profit and Power (2004), electrified readers around the world (it was published in over 20 languages), and became a bestseller in several countries. The book inspired a feature documentary film, The Corporation, written by Bakan and co-created with Mark Achbar, which won numerous awards, including best foreign documentary at the Sundance Film Festival, and was a critical and box office success. Bakan’s highly regarded scholarly work includes Just Words: Constitutional Rights and Social Wrongs (1997), as well as textbooks, edited collections, and numerous articles in leading legal and social science journals. His award-winning recent book, Childhood Under Siege: How Big Business Targets Children (2012), has been translated into several languages and was recognized by the American Library Association as one of the top-ten business books of 2012. A frequent recipient of awards for both his writing and teaching, Bakan has worked on landmark legal cases and government policy, and serves regularly as a public speaker and media commentator. Also a professional jazz guitarist, Bakan lives in Vancouver, Canada with his wife, Rebecca Jenkins, and their two children, Myim and Sadie.

Adrian Bauman

Sesquicentenary Professor of Public Health, University of Sydney, Australia Adrian Bauman is the Sesquicentenary Professor of Public Health, University of Sydney, Australia. He is Director of the World Health Organization Collaborating Centre on Physical Activity, Nutrition and Obesity. His research interests are in primary prevention of chronic disease. He has a special interest in complex program evaluation, especially applied to evaluating social marketing and mass media campaigns. He is well published in the peer reviewed literature [H index 68], of which over 50 publications are specific to social marketing and mass media campaign evaluation. These included evaluations and formative research around physical activity campaigns, tobacco campaigns, obesity prevention, asthma management, sun protection, and HIV/Hep C prevention mass campaigns.

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poster sessions: 1: Ming-Yi Chen - TAW, Assistant Professor, Department of Marketing, National Chung Hsing University Taiwan The effects of donor-recipient similarity on behavioral intention: An examination of perceived personal role in helping a cause 2: Ms Sophie Lindsay NZ, PhD Student, Monash University Colin Jevons - AUS, Associate Professor, Monash University Jan Brace-Govan - AUS, Associate Professor, Monash University The Four XXXX of data collection: using Leximancer to advance social media analysis for social marketers 3: Kathleen Kelly PhD - USA, Professor of Marketing, Director of the Center for Marketing & Social Issues, Colorado State University The Primary Barriers and Motivators to Healthful Eating at Home: Formative Research to Inform the Fuel for Fun Intervention 4: Kristina Cook, MA, PMP - USA, Project Manager, Booz Allen Hamilton Keep What You’ve Earned: A Social Marketing Campaign Advocating Responsible Drinking in U.S. Navy Populations 5: Kristina Cook, MA, PMP - USA, Project Manager, Booz Allen Hamilton Prescription for Discharge: A Social Marketing Campaign Preventing Prescription Drug Abuse in U.S. Navy Populations

6: Assoc Prof Tom Carroll AUS, Technical Adviser, World Lung Foundation How Gender Determinants Impact on TB Knowledge Attitudes and Health Seeking Behaviours in a High TB Burden Country 7: Dr Jennifer Lynes - CAN Associate Professor, School of Environment, Enterprise and Development, University of Waterloo, 10 Golden Rules for Effective Community-based Social Marketing Campaigns 8: Dr Eiko Kojima - JAP, Research Associate, National Institute for Environmental Studies Japan The importance of information obtaining behavior on the psychological process of waste separation behavior 9: Nicole Richards - AUS, Research Assistant, EhrenbergBass Institute for Marketing Science Research participation gives people with disabilities and barriers to employment a voice 10: Annapurna Mamidipudi - IND, Phd Candidate, Science, Technology and Society Studies and Founding Trustee, Dastkar Andhra (Livelihood support NGO) Maastricht University Interweaving markets: Handloom as sustainable socio-technology 11: Sarah Saunders - AUS, Manager-Campaigns, Victorian Health Promotion Foundation (VicHealth) Walk to School 2013: encouraging active travel among Victorian primary school students

12: Damian Amamoo CEO AUS, Inception Strategies, Condoman, Lubelicious, Stigmalien and the Blood Borne Viruses 13: Juan Miguel Rey-Pino - SPA, Associate Professor, Department of marketing management and research, research group ADEMAR University of Granada How do children population interpret cartoons dietary options? A social and critical marketing view 14: Michael Cruz Camit AUS, Manager, Marketing and Communication, New South Wales Multicultural Health Communication Service Organ Donation in Arabic and Chinese communities: beyond religion , language and cultural segmentation: initial evidence on the use of the stage-of change- theory to increase awareness , support and registrations for organ donation

17: Lelde McCoy - AUS, Managing Director, The Reputation Group 18: Emma Glassenbury - AUS, Nutritionist Media and Promotions - Industry Promotion and Product Innovation, Dairy Australia Healthy Bones Action Week 19: Tyler Janzen - CAN, Senior Director of Client Services, State & Local Brands, Rescue Social Change Group Methods of an Innovative Social Branding® Program to Reach Rural American Teens 20: Shivi Rawat - IND, Senior Program Manager- Business Development, Hindustan Latex Family Planning Promotion Trust (HLFPPT) Activation of Traditional Market Towns (haats) for Behaviour Change

15: Divina Hojas Lade PHI, Manager, Program Implementation, Rare Inc Fel Ceasar Tubelleza Cadiz - PHI, Director, Program Implementation, Rare Inc How Social Marketing Influence the Fishers’ Behavior in Fishing Right in the Marine Protected Area of the Municipality of Roxas, Palawan, Philippines 16: Anna Stephen - AUS, Research Associate, Menzies School of Health Research A systematic review of randomised controlled trials evaluating the effectiveness of social marketing campaigns targeting eating behaviours

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sydney, 19 - 22 april 2015

the committee: Professor Sandra Jones Academic Co-Chair

Professor Sandra Jones is an ARC Future Fellow and Director of the Centre for Health and Social Research (CHaSR) at the Australian Catholic University (Melbourne). Sandra’s research focuses on the relationship between media and health, including the impacts of advertising in the print and electronic media on health behaviour, and the use of social marketing to improve population health. From 2004 to 2014 she was the Founding Director of the Centre for Health Initiatives at the University of Wollongong. Under Sandra’s leadership, UOW’s Centre for Health Initiatives conducted numerous community-based interventions, often in partnership with health services and NGOs, to improve the uptake of health promoting and risk-reducing behaviours. Recent community interventions include asthma among older adults, dementia risk reduction, cold and flu prevention, mental health help-seeking, physical activity and nutrition. For more than a decade Sandra has been conducting research in the area of influences on young people’s alcohol consumption, including alcohol advertising and marketing; and her ARC Future Fellowship is a four-year whole of community intervention to address social norms around underage drinking. Sandra’s career research funding exceeds $8 million; and she has published more than 150 referred journal articles, six book chapters, and numerous policy-related monographs and reports. She is also a member of a range of policy and advisory committees, including those of cancer organizations in Australia and overseas.

Dr Nadia Zainuddin Academic Co-Chair

Nadia Zainuddin is a lecturer in marketing at the University of Wollongong. She currently works at the Faculty of Business and is based in both Sydney and Wollongong campuses in New South Wales, Australia. She is a member of the Centre for Health Initiatives at UOW, as well as the Australian Association of Social Marketing (AASM) where she is the Sydney Hub Lead. Her research in social marketing draws primarily from services marketing and consumer behaviour. She is a specialist in the area of value theory and value creation in social marketing. Nadia researches in topic areas including health, wellness and wellbeing, branding, sustainability, and services in social marketing. Her work has been published in a number of academic journals such as the European Journal of Marketing, and the Journal of Marketing Management, and she is on the editorial board of the Journal of Services Marketing. Nadia travels extensively and regularly speaks at various international conferences such as the American Marketing Association Services Special Interest Group (AMA SERVSIG) Conference and the World Social Marketing Conference. In her leisure, Nadia enjoys the occasional run around Sydney and discovering new running routes around parks and along beaches around the world when she travels. You will also find her in a stadium somewhere during rugby season, as she is an avid fan of rugby union, enjoying the SuperRugby Tournament, Bledisloe Cup, Rugby Championship, Six Nations, and Rugby World Cup.

Professor Rebekah Russell-Bennett Practitioner Co-Chair

Professor Rebekah Russell-Bennett is the National President of the Australian Association of Social Marketing (the peak body for social marketing academics and practitioners in Australia) and Industry Chair of the conference. Rebekah works at the school of Advertising, Marketing and Public Relations, Queensland University of Technology, Australia. She researches in the field of social marketing and has a particular interest in services thinking and mobile technology. Rebekah is the Associate Editor of Journal of Marketing Management and is on the editorial boards of Journal of Services Marketing and Journal of Social Marketing. She has undertaken extensive industry collaborations with organisations such as CitySmart (Brisbane’s sustainability agency), Queensland Department of Health, Australian Breastfeeding Association, Australian Red Cross Blood Service, Queensland Catholic Education Commission and Queensland Department of Transport. Rebekah has published more over 100 peer-reviewed publications with more than 40 articles in journals such as European Journal of Marketing, Journal of Business Research, Industrial Marketing Management, Journal of Marketing Management, Journal of Services Marketing, Journal of Social Marketing, Health Marketing Quarterly and Journal of Brand Management.

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Dr Ross Gordon Academic Co-Chair

Ross is a Senior Lecturer in Marketing at Macquarie University in Sydney. He previously worked at and remains a member of the Centre for Health Initiatives at the University of Wollongong, and also worked at the Institute for Social Marketing at The Open University (ISM-Open) and prior to that the ISM at the University of Stirling. He is also a member of the management committee of the Australian Association of Social Marketing (AASM). His expertise lies in social marketing, consumer cultures, and critical marketing teaching and research. He has been a principal or named investigator on projects attracting over $6.5m in research funds in Australia, UK, Europe and India. He has published 60 academic journals, book chapters and conference papers, including in outlets such as the European Journal of Marketing, Marketing Theory, and the Journal of Social Marketing, and has delivered numerous client reports and invited speaking engagements. He is an academic co-chair of the 2015 World Social Marketing Conference, is guest editing a special issue of the Journal of Marketing Management on Advancing Theory and Research in Social Marketing, and is the incoming new president of the Australian Association of Social Marketing. He will also be coauthoring a textbook on strategic social marketing with Jeff French due for completion in late 2014. Ross is a keen player and follower of sports including football, tennis and cycling, loves travelling, enjoys current affairs, and is a big music fan and occasional techno DJ.

Luke van der Beeke Practitioner Co-Chair

Luke is a Co-Founder and the Managing Director of Marketing for Change, a values-driven social enterprise that works collaboratively to influence behaviours, improve lives and deliver positive social change. He has over 15 years senior marketing and general management experience in the nonprofit, government and private sectors. He’s also worked as a journalist and freelancer for publications including The West Australian and The Independent Newspaper (Dhaka). Luke is a former Director of The National Social Marketing Centre (UK). He has delivered behaviour change programs, training and advice to organisations including the World Health Organisation, the European Commission, Ogilvy PR (UK), Department for International Development (DFID UK), the Pan American Health Organisation (PAHO), The Royal College of Physicians and the British and Scottish governments. For three years he managed the Department of Health England’s social marketing capacity building program for the National Health Service (NHS). He also led on the public-sector spinout of The NSMC to a social enterprise in 2012 and is a Founding Director of The NSMC CIC. Between 2008 and 2010 he was a strategic social marketing advisor to the pan-European International Collaboration on Social Determinants of Health (ICSDH). The ICSDH was established to inform the British Government’s Strategic Review on Health Inequalities in England 2010 (The Marmot Review). Luke is currently a member of the Australian Social Determinants of Health Alliance (SDOHA) and a Board Member of the Australian Association of Social Marketing (AASM). He has worked across a broad range of sectors including public health, alcohol and other drugs, transport, disability services, sport and recreation, suicide prevention, the environment, finance, social services and public safety.

Professor Jeff French Conference Chair

Jeff French is a recognised global leader in the application of behaviour change and social marketing. Jeff has extensive experience of developing leading and evaluating behaviour change projects, social marketing programmes and the development of communication strategies at international, national, regional and local level. With over 30 years experience at the interface between government, public, private and NGO sectors Jeff has a broad practical and theoretical understanding of national and international health and social development issues. Jeff and has published over 70 chapters, articles and books in the fields of behaviour change, social marketing, community development, health promotion and communications. Jeff is a visiting professor at Brunel University and Brighton University and a Fellow at Kings College University London and teaches at four other Universities in the UK. Jeff was the Director of Communication and Policy at the Health Development Agency for five years from 2000 – 2005. In March 2005 From July 2006 through to July 2009 Jeff set up and managed the National Social Marketing Centre for England. In August 2009 Jeff became the Chief Executive of Strategic Social Marketing Ltd. Strategic Social Marketing works with clients from all over the world in the private, NGO and public sector on the development and evaluation of social behaviour change programmes. Strategic Social Marketing also provides consultancy services to some of the world’s biggest corporate communications and research companies. Jeff continues to act as the principle adviser to the National Social Marketing Centre and the Department of Health behaviour Change and Social Marketing policy team. Jeff also acts as an advisor to a number of national policy committees, the EUCDC Knowledge and Resource Centre in Health Communication project, and is a member of the organising committee of the Global Social Marketer’s network. Jeff is a member of the editorial Boards of the International Review on Public and Nonprofit Marketing and the Journal of Social Marketing. Jeff is Conference Chair of the World Social Marketing Conference. His new book ‘Social Marketing and Public Health Theory and Practice’, published by Oxford University Press is now available. Jeff is also the author of the NSMC’s new guide to procuring and managing the delivery of social marketing service.

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www.wsmconference.com

sydney, 19 - 22 april 2015

event sponsors:

ACU – Sponsors of Best Practitioner Paper, Best Overseas Paper, Developing World Delegate Place and Student Delegate Place The Centre for Health and Social Research (CHaSR) is a dynamic and contemporary social marketing research centre at the Australian Catholic University, with offices in Victoria and NSW. CHaSR’s mission is to work with communities to improve population health and we are committed to research that has a direct and sustainable impact on the health and wellbeing of Australian communities. With more than 15 years of high-impact social marketing experience, CHaSR staff provide social marketing advice and consultancy services to a range of organizations – from assistance with problem identification to the development, implementation and evaluation of local, state and national social marketing interventions. www.acu.edu.au

Rescue Social Change Group

Colmar Brunton

Rescue SCG provides behaviour change marketing services to government and non-profit organizations, with current operations in the US and Canada. Rescue SCG is a full-service agency, providing strategy, research, creative, production, web, social media and events services to clients in over a dozen states and provinces, as well as the federal level. Most of Rescue SCG’s behaviour change campaigns focus on teens (13 – 17) and young adults (18 – 26) and behaviours such as to tobacco, obesity, violence, after school programs and sexual behaviours. Rescue SCG services its clients with a team of over 75 full-time change agents through offices in San Diego, CA; Las Vegas, NV; Albuquerque, NM; Atlanta, GA and Washington, DC.

Colmar Brunton is a full service customised research agency. We offer a broad range of market and social research and consulting services to our clients. We are well known for our skill in conducting customised strategic research of a large and usually complex nature. Our up front research design and strategic engagement approach is typically what sets us apart from our competitors. We have a strong account management approach and use an account management model to constantly evaluate and evolve our service delivery to clients. We have a large, world class fieldwork operation based out of Chadstone in Melbourne which is experienced in a full range of large-scale fieldwork. We also have sensory and clinic labs set up in Sydney which specialise in central location testing. Our National Social team is a highly specialised fieldwork team focussed on minority groups, indigenous research, remote community research and research within vulnerable community segments. Although we provide a full range of services we are also comfortable working in collaboration with other agencies both research agencies and other marketing services suppliers

www.rescuescg.com

SenateSHJ – Developing World Delegate Sponsors SenateSHJ is one of Australasia’s leading communications consultancies, with a specialist social marketing practice that works across environmental, health and social change projects. We’re an independent consultancy, with 60 staff in Australia and New Zealand. Our social marketing services include strategy development and project planning, research, development and analysis, risk and issues identification, project implementation, review and professional development. We work on projects involving public sector, private sector and not for profit organisations. We offer perspectives that are fresh, contemporary and insightful – and which rigorously test the thinking behind any social change mandate. We believe in doing the best work all the time, with clients we respect, and who respect us. We are grounded in smart thinking, and this is the filter for everything we do. Please contact Tracey Bridges, head of SenateSHJ’s social marketing practice. www.senateshj.com Twitter: @SenateSHJ_NZ or @SenateSHJ_AU

www.colmarbrunton.com.au

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University of Wollongong – Best Academic Paper Sponsors The University of Wollongong (UOW) Faculty of Business provides flexible and innovative educational and research opportunities with strong ties to the business community. We develop professionals, managers and business leaders with critical thinking skills so that they can succeed (and maximise their potential) in their chosen fields. Our mission is to advance business-related knowledge internationally through innovative research, quality teaching and the promotion of responsible leadership and sustainable business practices. In so doing, our aim is to contribute to a better society and stronger economy. The Faculty is a research-intensive faculty that fosters meaningful research that contributes to business theory and practice. We are dedicated to instilling in our students corporate responsibility and sustainability and so are proud to be a signatory to the Principles for Responsible Management Education (PRME). Our programs are: informed by research, structured on applied outcomes, and recognised by industry. They are delivered by highly qualified and industryexperienced academics, and supported through additional specialised student-learning and development resources. We offer degrees at an undergraduate, postgraduate and higher degree research level from a range of businessrelated disciplines. Our postgraduate programs are offered through our graduate school, Sydney Business School, which is a QS-ranked, top-200 business school, placed in the top seven business schools in Australia and 22nd in the Asia-Pacific region (2014/15). We deliver courses from campuses located at UOW main campus and Circular Quay in Sydney.

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SAGE Founded 50 years ago by Sara Miller McCune to support the dissemination of usable knowledge and educate a global community, SAGE is a leading international publisher of innovative, high-quality content. SAGE publishes more than 800 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies, conference highlights and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Boston.

Abt Associates – sponsors of the special interest session “Ebola communication: mistakes, wins, and lessons going forward” Abt Associates is a missiondriven, global leader in research, evaluation and implementation of programs in the fields of health, social and environmental policy, and international development. Known for its rigorous approach to solving complex challenges, Abt Associates is regularly ranked as one of the top 20 global research firms and one of the top 40 international development innovators. The company has multiple offices in the U.S. and program offices in more than 40 countries. For over 20 years, we have implemented successful social marketing strategies worldwide to achieve sustained improvements in health. At the core of our success are our talented professionals – experts in anthropology, behavioral economics, social marketing, and public health – who combine their expertise and creativity to design and implement effective audiencefocused and culturallysensitive social marketing programs.

Sponsors of the Best Academic Paper, Best Student Paper, and Best Practitioner Paper who will each receive a free delegate place at the 2016 International Social Marketing Conference to be held in Wollongong 2729th September 2016 (worth approx. $600 each). The Australian Association of Social Marketing (AASM) is the peak body representing social marketers in Australia and aims to provide support for and act as a central resource for those engaged in, or interested in, social marketing practice and research. The core values of the AASM are to be connective, inclusive, informative, and reflexive. The key aims of AASM are: - To act as a hub for connecting people practicing, researching, studying, and interested in social marketing (through a members skills database, events, conference, symposiums, & small grants). - To act as a source of knowledge and insight on contemporary social marketing (through news, events, conferences, access to journal articles, AASM Viewpoint, AASM Newsletter) - To help members to build their own profile and competencies (through publicity & promotion, and generating awareness of the AASM & our members). - To help build and strengthen social marketing in and throughout Australia (through the portfolio of activities undertaken by the AASM) - To build towards becoming an Asia-Pacific Association of Social Marketing (through events, building membership, engagement & representation in the Asia-Pacific region).

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capturing spreading nurturing good practice... Rydges World Square Hotel, Sydney, 19-22 April 2015 Fuse is a full service event management company with a passion for change and a love for the live event experience. Weâ&#x20AC;&#x2122;re a social enterprise that brings change-makers together to create positive social change. Enjoyed the event? Visit www.fuseevents.org

Programme design and artwork by Design Pit Ltd #AllTheCreativeSkillsWithoutBigAgencyBills See: www.designpit.co.uk Tweet: @design_pit Talk: +44(0)1543 442 183 Photography credit: Gareth Robertson, Design Pit