Infiuencing Behaviour For Social Good2018.wsmconference.co.uk/wp-content/uploads/2017/06/...Jeff...

Influencing Behaviour For Social Good

Thursday 14th September 2017 Arts 2 Building Queen Mary University, London

Supported by

London, 14 Sep 2017wsmconference.com

another conference by fuse events - fuseevents.org2

On behalf of the School of Business and Management at Queen Mary University of London, we would like to welcome you to the 2017 UK Social Marketing conference.

We are excited to host this conference as it is closely linked to our school’s vision, which is to promote social justice, sustainability and good governance in the management of private, public and voluntary organisations through our research and education, and more specifically to the research activities of the Marketing Interactions & Consumer Behaviour

welcomeOn behalf of the organising committee I would like to welcome you to the UK Social Marketing conference 2017.

I want to thank all of the organising committee for their support and advice in helping to make this event

possible. I also want to thank all of our keynote speakers, breakout session leads and poster presenters. Finally I would like to thank our supporters and sponsors, and Queen Mary University for hosting the event.

This conference marks over ten years of Social Marketing practice in the UK. The UK has one of the most advanced and professional bodies of Social Marketing practice in the world and this event is an opportunity to share and celebrate this example of the UK’s expertise.

The organising committee and I hope that you enjoy the event and we look forward to meeting with you during the conference.

Professor Jeff French > Conference Chair

Full committee:Dr Danae Manika, Queen Mary University of LondonProfessor Victoria Wells Sheffield UniversityMatt Wood University of BrightonJohn Bromley National Social Marketing Centre

Research Group. We would like to thank all of the organising committee in helping to make this event possible.

We hope that you enjoy the conference and your time at Queen Mary University of London.

Professor Frances Bowen Dean of the School of Business and ManagementDr. Danae Manika Senior Lecturer in Marketing, Marketing Interactions & Consumer Behaviour Research Group Leader

School of Business and Management, Queen Mary University of London

welcomefrom Queen Mary University of London

from the committee


#socmar#UKSMC17

capturing | spreading | nurturing | good practice 3

keynote speakers

Dr. Christine Domegan, B. Comm, MBS, PhD is Head of Marketing at the National University of Ireland, Galway, Visiting Professor, Florida Prevention Research Center Fellow and Associate of the World Health.

Dr Christine Domegan National University of Ireland, Galway, Visiting Professor, Florida Prevention Research Center

Before joining SEUK, Nick was working as an independent consultant with organisations including UnLtd, Skills Third Sector, The Guardian, Venture Partnership Foundation, Stepping Out, British Council and the London School of Economics. Nick also co-founded and helped run

POPse!, the world’s first pop-up social enterprise think-tank, and is on the board of the SROI Network.

Nick Temple Deputy Chief Executive, Social Enterprise UK

Ellen is head of Public Health England’s marketing strategy and planning team, which is responsible for the strategy, insight and evaluation of social marketing campaigns including Change4Life, Act FAST and Be Clear on Cancer. She was previously director

of The Ladder Consultancy, a strategic communications agency focusing on public policy.

Ellen O’Donoghue Head of Strategy and Planning, Public Health England Board Member

Having set up TCC in 2001, David leads their work on effective communication. As former Assistant General Secretary of the Labour Party 1999-2001, he had responsibility for the organisation of the 2001 General Election campaign. He now works across the political spectrum with

local authorities, health and third sector bodies.

David Evans Founder, The Campaign Company

Gary Wootten Founder, Hitch

Gary is Founder of Hitch and is perhaps best known for his contributions to rolling out and scaling Alcohol Concern’s Dry January campaign, which engaged millions to reflect on and reduce harmful drinking habits. Briefs in recent years have been as diverse

as: designing refugee anti stigma national programmes; convincing rail users to travel safely; engaging street drinkers to access support services; and transforming the way parents think about accessing health services.

Pauline joined the Scottish Government Marketing Unit in 2009 and was Head of Greener Marketing for nearly 7 years, delivering social marketing campaigns to help Scotland to reach its Climate Change targets. In 2016 Pauline established the Strategy and Insight

Team. An innovative new function, it provides strategic direction and clear, actionable, insight to develop the most effective Scottish Government communications for audiences, saying and doing the right things, in the right way and at the right time, maximising reach, impact, efficacy and return on investment.

Pauline Aylesbury Head of Strategy & Insight, Scottish Government



invited presenters

John is a founding Director of the National Social Marketing Centre and has over twenty years of experience in developing, implementing and evaluating behaviour change programmes in the UK and internationally. He has considerable

experience in capacity building and was responsible for implementing the first major public health behaviour change programme in the UK.

John Bromley The National Social Marketing Centre

Danae’s research focuses on behaviour change and communications, often using health and environmental social issues. Her research identifies and classifies cognitive and affective factors during information processing that translate knowledge acquisition to

behaviour formation/change.

Dr Danae Manika Senior Lecturer (Associate Professor) in Marketing, Queen Mary University of London

Marsha Smith is the founder of the Super Kitchen social eating movement which supports groups to showcase surplus foods for social good.By using surplus food to power social eating cafés and kitchens, we fulfil the fundamental human need to eat together and share stories,

and ensure that no good food is thrown away.

Marsha Smith Visiting Fellow, Nottingham Trent University

Dr Nadina Luca is a lecturer in marketing at the York Management School. Her research is interdisciplinary drawing upon social marketing, sociology of health and service scholarship. She has collaborated with the NHS and local authorities on Smokefree and wellbeing programmes

and is the administrative officer of the European Social Marketing Association. Current research interests include value co-creation, networks, food wellbeing and consumer vulnerability.

Dr Nadina Luca Lecturer in Marketing, University of York

Matthew is Principal Lecturer in Marketing at the University of Brighton. He has presented papers and keynote speeches at leading marketing conferences and in 2013 Matthew received The Australian Association of Social Marketing’s inaugural award for the most impactful Journal of

Social Marketing publication in the last two years for his paper “Marketing Social Marketing”.

Matt Wood Principle Lecturer, Brighton University

David has come to behaviour change and social marketing from the world of marine ecology. His ultimate goal is in using scientific research to create real solutions to environmental problems. He wants to show people that they can sustainably use and conserve our natural and cultural heritage.

Dr David McElroy Evaluation Manager, The Energy, Saving Trust

Professor Jeff French CEO Strategic Social Marketing, Kings College London, University of Brighton

Jeff French is a recognised global leader in the application of behaviour change and social marketing 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.

#socmar#UKSMC17


Thursday 14 September 8.00 – 9.00

Registration & Welcome Coffee

9.00 – 10.00

Morning Plenary

Programmemorning plenary session

Welcome from Queen Mary University, LondonDr Danae Manika

Welcome from the committee & keynote introductionsProfessor Jeff French

Keynote Speakers: Ellen O’Donoghue > Head of Strategy and Planning, Public Health England Promoting public health: how social marketing has acted as a lever for change in the UK

Public Health England has created some of the world’s most impactful and trusted social marketing campaigns, including Be Clear on Cancer, Act FAST, Stoptober and Change4Life. We will consider how social marketing is most effective as one lever amongst many, looking particularly at how it has been used to contribute to the fall in UK smoking rates. approaches and examples.

Gary Wootten > Founder, Hitch Marketing

During this key note speech Gary will be sharing some stories from his past ten years as a social marketing practitioner. From leading a youth engagement project in England’s most deprived estate, to trailing and scaling initiatives linked to some of the UK’s biggest social challenges such as alcohol harm and refugee stigma, Gary will be raising some reflections along with key considerations linked with social movements, and making the most of emerging technology.

Location: Arts 2 Lecture Theatre

wifi and social mediaWIFI: Please use network ‘QM Events’ and login using the following password: VqtF4968Twitter: Follow us on @WSMconference and don’t forget to tag your event posts with #UKSMC17

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Session title: Future best practice in social marketing, standards, planning and ethics10.00 – 10.30Presenter: Professor Jeff French > CEO Strategic Social MarketingInfo: This session will focus on launching the new ESMA endorsed global consensus on best practice principles and concepts for Social Marketing. The session will introduce the new consensus principle and concepts and give participants an opportunity to discuss their application. The session will also consider the development of ethical guidance for Social Marketing and developing work around quality standards for Social Marketing training courses.

Session title: Resilience Research and Social Marketing: The Route to Sustainable Behaviour Change?10.30 – 11.00Presenter: Matt Wood > Principle Lecturer, Brighton UniversityInfo: In 2014 at the closing plenary of the International Social Marketing Conference (Melbourne, 17-18 July) I asked the question: Do social marketing interventions “treat” symptoms rather than causes of “problem” behaviours? The short answer - in my opinion - is often “yes”. In this session I suggest the route to sustainable social and individual behaviour change lies in resilience research. I will offer insights into how resilience approaches can help social marketers, and invite ideas from the audience on how social marketing can contribute to resilience theory and practice.

Location: Room 2.17 / Floor 1

Session title: Saving The World Isn’t Just For The Movies: How The Scottish Government Convinced Their Citizens To Help Them Fight Climate Change10.00 – 10.15Presenter: Kim Wallace > Team Leader (Parental Audience Marketing), Scottish Government Claire Wood >, Associate Planner, LeithAuthors: Kim Wallace, Pauline Aylesbury, Claire Wood

Session title: Does Corporate Sponsorship Benefit Green Social Marketing?10.20 – 10.35Presenter: Dr Diana Gregory-Smith > Birmingham Business School, University of BirminghamAuthors: Janet McDonald > Birmingham Business School, University of Birmingham Emma Trombetti > Client Planning Executive at Havas Media Victoria. K. Wells > Sheffield University Management School, University of Sheffield Danae Manika School of Business and Management, Queen Mary University of London

Session title: Taking an insight approach to changing the conversation around air pollution10.40 – 10.55Presenter: Janet McDonald > ChangeHubAuthor: Janet McDonald

breakout session 1Thursday 14 September > 10.00 - 11.00

#socmar#UKSMC17


Location: Room 3.16 /Floor 2

Session title: Message sensation value features and effectiveness of threatening anti-smoking Ads from a female smokers perspective (a qualitative study)10.00 – 10.15Presenter: Hamd Mahmoud > University of HullAuthor: Hamd Mahmoud

Session title: Everybody Can Save A Life: How Social Marketing Helped the Scottish Government Achieve A Record Year for Organ Donation10.20 – 10.35Presenter: Thea McGovern > Associate Planner, Authors: Thea McGovern > (Associate Planner, The Leith Agency), Andrea Kinver > (Senior Strategy and Insight manager, The Scottish Government) Lee-Anne Chapman > (Marketing Manager, The Scottish Government) Pam Niven OBE > (Programme Manager – Organ Donation and Transplantation, Scottish Government)

Session title: Improving Participation in the NHS Bowel Cancer Screening Programme10.40 – 10.55Presenter: Kathryn Weir > Senior Health Marketing Manager, Cancer Research UK Authors: Rosie Hinchliffe & Kathryn Weir


Masterclass - Using research to generate effective insight10.00 – 11.00Facilitator: John Bromley > Director, The National Social Marketing Centre Info: We have developed over 70 social marketing projects over the last ten years and the one part of the social marketing process that has always proved the most difficult for us is the generation of effective insight from primary research. Indeed, the one question we always get asked when we train social marketers is, “how do you know when you have that “all important” bit of insight that allows you to build and drive the social marketing programme forward?” If you come to our masterclass we will teach you how to ask the right questions during the primary research phase and then how to identify the most important insights by using relevant examples from the UK and some of our international projects.

11.00 – 11.30

Coffee & Networking




Session title: Methodological Rigour in Developing Social Marketing Campaigns: Mapping Social Eating in Nottingham11.30 – 12.00Presenter: Marsha Smith > Visiting Fellow, Nottingham Trent UniversityInfo: A challenge to social marketers is to encompass systemic factors that influence individual behaviours. We have been piloting a method of data collection that seeks to creatively understand individual motivations in social eating practices; creating first and second order data coding in-situ that can be correlated to the structured assemblages of the social eating model.

Session title: The Knowledge-Behaviour Gap: Considerations for Research & Practice in Health Behaviour Change Social Marketing Initiatives12.00 – 12.30Presenter: Danae Manika > Senior Lecturer (Associate Professor) in Marketing, Queen Mary University of LondonInfo: Turning knowledge into behaviour is a dilemma that has been at the centre of social marketing campaigns for decades. Prior research identifies multiple constructs that either explain or have an effect on the knowledge-behaviour relationship. Nonetheless, there is still a dearth of research that examines how knowledge may be conceptualised in health behaviour change and its implications. In addition, to an academic overview of the knowledge-behaviour gap and future research directions, this presentation discusses knowledge conceptualisations in prior social marketing and mainstream marketing literatures and how these conceptualisations may affect health behaviour social marketing practice.


INTERACTIVE SESSIONS Session title: Values in action: understanding motivation and delivering change using psychographics11.30 – 12.00Facilitator: Chris Clarke > Strategic Commutations Consultant, The Campaign CompanyAuthors: Chris Clarke, David Evans, Daniel Jackson Info: How can two people see the same event differently? How can one individual be daunted by change and another excited? These are big questions for those looking to change behaviour – especially those working directly with communities. This 30-minute workshop introduces Values Modes, a psychographic insight tool, which helps understand the core motivations driving behaviour.

Session title: Health, culture, community and social marketing12.00 – 12.30Facilitator: Radhika Howarth > Raaha Health and Social Care Consultancy Preet Khanna > Here and Now 360Author: Radhika Howarth > Raaha Health and Social Care Consultancyinclue missing infoInfo: The session explores the relationship between culture, health and social marketing to show how social marketers can tap into cultural insights to build deeper relationships with a broader range of consumer demographics. The interactive workshop will examine the role of culture as a factor in enhancing the effectiveness of health communication, and demonstrate through practical examples the impact of culturally relevant interventions in changing health behaviours in ethnic minority communities in England.

breakout session 2Thursday 14 September > 11.30am-12.30pm

#socmar#UKSMC17



Session title: Right Care, First Time: Reducing unnecessary admissions to Accident & Emergency departments11.30 – 11.45Presenter: Jude Hackett > Head of Strategy & Planning, Hitch MarketingAuthor: Jude Hackett

Session title: Preventing Falls. Keeping Mobile – The Falls Assistant App11.50 – 12.05Presenters: Matt Howick > Director, Social Marketing Gateway (SMG); Dr Andy McArthur > Managing Director, Social Marketing Gateway (SMG)Author: Matt Howick

Session title: Understanding the 4A’s of social marketing for HIV Prevention, India12.10 – 12.25Presenter: Dr Mahua Das > Nuffield institute of International Health and development, University of Leeds Authors: Dr Mahua Das


Session title: Early impacts of a population-wide obesity social marketing campaign in NSW, Australia11.30 – 11.45Presenter: Dr Margaret Thomas > University of SydneyAuthors: Margaret Thomas, James Kite > (University of Sydney), Vincy Li, Michelle Maxwell > (NSW Ministry of Health)

Session title: Dry January – from Local Pilot to National Campaign11.50 – 12.05Presenters: Gary Wootten > Managing Director, Hitch Marketing Nick Godbehere > Head of Behavioural Insight, Hitch MarketingAuthor: Gary Wootten

Session title: It Takes a Country to Tackle Obesity – How The Scottish Government galvanised the community to help families Eat Better Feel Better12.10 – 12.25Presenter: Nicci Motiang > Head of Planning, The Union Advertising Agency Claire Prentice > Senior Marketing Manager, Scottish GovernmentAuthors: Nicci Motiang > The Union Advertising Agency, Claire Prentice Sheena Booth > Scottish Government Marketing Team

12.30 – 13.30

Lunch




David Evans > Founder, The Campaign Company

2007 -2017 a social marketing Odyssey

Trust in 2007… Don your Make Poverty History wristband and return to a land of Quangos and husky-hugging: pre-twitter, pre-austerity, pre-Brexit, pre-clickbait, pre-Grenfell … pre-“post-truth”. What were the challenges for social marketing back then? How have they evolved in the past decade? Join David as he takes us on an Odyssey through his experiences of delivery social marketing programmes since 2007.

Pauline Aylesbury > Head of Strategy & Insight, Scottish Government

A needs-based approach to social marketing in Scotland.

Scottish Government social marketing campaigns have been responsible for helping Scotland to reach its Climate Change targets 6 years early, the UK’s first Child Sexual Exploitation campaign and world-renowned cancer detection campaigns. This session will explore the rationale, research and results behind a needs-based social marketing approach for a particular audience group.

afternoon plenary

breakout session 3Thursday 14 September

> 14.30-15.30


Session title: Motivation of actor engagement in co-created social marketing programmes14.30 – 15.00Presenter: Dr Nadina Luca > Lecturer, University of York Info: This session explores actor engagement motivation in a collaborative health social marketing programme. Exploring what motivates actors’ engagement with a health social marketing offering is essential to design programmes that are citizen centred and facilitate a collaborative value creation environment.

Session title: Design and value of evaluation15.00 – 15.30Presenter: Dr. David McElroy > Head of Research and Evaluation, Energy Saving Trust Info: Evaluation has a core strategic role in ensuring that finite resources are spent cost effectively. In this session you will learn about why evaluation matters, and how SMART objectives and using the correct methods for a given task will increase confidence in your conclusions.


Session title: Gamification in social marketing interventions: exploring sources of value in a gamified fitness platform14.30 – 14.45Presenter: Marwa Al Hinai > PhD candidate, University of Edinburgh Authors: Marwa Al Hinai & Prof. Mary Brennan > University of Edinburgh


Keynote Presentations

#socmar#UKSMC17


Location: Room 2.17 / Floor 1 Location: Room 3.20 / Floor 2

Session title: “Like herding cats”: using citizen science to manage stray cat populations14.30 – 14.45Presenters: Rachel Ward > Director of Health, The Campaign Company Authors: Rachel Ward, Chris Clarke, David Evans, Amy Leech

Session title: Case Study: Using Social Marketing to reduce Dog and Koala Interactions in a local Council Area14.50 – 15.05Presenter: Felix Hussenoeder > Social Marketing @ Griffith, Griffith UniversityAuthors: Hussenoeder, F., Rundle-Thiele, S., Pang, B., David, P., Knox, K., & Parkinson, J.

Session title: Requirements for Consumer Analyses on Organic Market in 21st Century15.10 – 15.25Presenter: Maria Hidalgo-Baz Dr; University of SalamancaAuthors: Hidalgo Baz, Maria; Martos-Partal, Mercedes; and Gonzalez-Benito, Oscar.


Session title: A Systematic Approach to Social Marketing Education: The Brighton Business School Experience14.30 – 15.30Info: The session will be facilitated by Brighton Business School (BBS) social marketing unit, with presentations from lecturers and past students (postgraduate and undergraduate), who will illustrate the BBS approach, embedding social marketing knowledge and practice across a range of professions and roles to deliver sustained change within a whole systems approach. Example projects from various fields will demonstrate the application of systematic social marketing theory to practice. The session will conclude with a summary of student insight/reflections, recommendations for the future development of social marketing education, and finally by inviting discussion from the floor.

Session title: Social Marketing in Health Education: A Hidden Gem?15.10 – 15.25Presenters: Matt Howick > Director, Social Marketing Gateway (SMG); Dr Andy McArthur > Managing Director, Social Marketing Gateway (SMG)Author: Matt Howick

Session title: Understanding the 4A’s of social marketing for HIV Prevention, India12.10 – 12.25Presenter: Dr Mahua Das > Nuffield institute of International Health and development, University of Leeds Authors: Dr Mahua Das

15.30 – 16.30

Coffee & Networking




Nick Temple > Deputy Chief Executive, Social Enterprise UK

Before joining SEUK, Nick was working as an independent consultant with organisations including UnLtd, Skills Third Sector, The Guardian, Venture Partnership Foundation, Stepping Out, British Council and the London School of Economics. Nick also co-founded and helped run POPse!, the world’s first pop-up social enterprise think-tank, and is on the board of the SROI Network.Nick was previously the Director of Policy & Communications at the School for Social Entrepreneurs.

Dr. Christine Domegan > NUI Galway

Engaging Stakeholders in Challenging Times

Hardly a tweet goes by these days without talking to some aspect of a wicked, sustainable or commons problem causing uproar and ripples around the world. Power has shifted to individuals armed with smart phones and global access. Activist groups, lobbyists, social enterprises and non-governmental organisations (NGOs) are plentiful, with increased ability through the internet and social media. By comparison, policy makers, governance entities and regulators are experiencing decreasing budgets and limited staffing resources. Whether it is climate change, obesity, conflict, or the impact of our purchasing decisions, our planet and societies face many intractable problems which involve and affect numerous people, groups and organizations with the same people, groups and organizations sharing some responsibility for action.

Stakeholders and their engagement have never been more important in an increasingly interconnected world. Stakeholder engagement with problems that are ill defined, complex and dynamic in nature go beyond individual behavioural change for social value, societal welfare and transformation. Engagement is collaboration, empowerment and direct active participation through ALL stages of your social marketing work. It goes significantly beyond just asking stakeholders for their opinions. Stakeholders ‘framing’ the situation, stakeholders being ‘agents of change’ and ultimately, stakeholders ‘co-creating value’ are core to a healthier future for all of us.

closing plenary


Keynote Speakers


#socmar#UKSMC17


accepted posters

1: Increasing the Acceptability of Breastfeeding in Public – Borough of Dudley?Rita Broph > Red B Ltd

2: Capturing the Socio-economic Structuring of Outdoor Advertising: a Social Marketing ApproachMs Georgiana Avram, Dr Robert Cluley, Dr James Goulding

3: The Billion Step ChallengeSarah Turkistani > Head of Health and Community Service at Nahdi Medical Company Jumana Jalal > Health and Community Service senior specialist at Nahdi Medical Company Raghad Khoja > Intern at Nahdi Medical Company

4: 6Attacks Strategy for sharpening Tobacco Control in IndiaRamesh Gandhi > Univeristy of Rajasthan

5: Your child and alcohol. Think again now campaign Rowena Merritt, John Bromley and John Landels > The National Social Marketing Centre

6: Have You Got The Balls To #getchecked?Jude Hackett > Hitch Marketing

7: Bear Upstream: Emotionally Intelligent Insights Connecting Better With Customers’ EmotionsGary Wootten > Hitch Marketing Nick Godbehere > Hitch Marketing Chris Johnston > Adoreboard

8: Using Social Marketing Strategies to Promote Recycling Among University Students in a Thai UniversitySariya Kruayim > Brand Officer, International Health Sciences University (IHSU)

9: How can social marketing methods be used to increase healthy cooking of a main meal for 3rd- year self-catering students at the University of Brighton?Elle Duchossoy > University of Brighton

10: Using social marketing to encourage and motivate university students to reduce food wasteAimee Parle > University of Brighton


Dear delegate,

The European Social Marketing Association (ESMA) is

pleased to support the UK Social Marketing conference.

ESMA is the professional body for social marketers

working in Europe. Our aim is to capture and spread

good research and practice in Social Marketing and

support our members to promote Social Marketing

principles. We encourage you to join ESMA and take

advantage of membership benefits which include;

discounts to social marketing conferences in Europe

and around the world, a members newsletter, webinars,

local meetings and support, members section of our

website, job and event posting.

You can join ESMA by visiting:

http://www.europeansocialmarketing.org/membership/


join ESMA


#socmar#UKSMC17


SAVE THE DATE FOR ESMC 2018

Also please join us at the next European

Social Marketing conference in Antwerp,

Belgium 5-7 September 2018 for more details

see the WSMC website:

www.wsmconference.com

Thursday 14th September 2017 Arts 2 Building Queen Mary University, London

Supported by

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