European Social Marketing Conference 2016: Programme

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.

social marketing as a driver for effective social action

European p Social Marke keting n Conference Aalto University, Otaniemi, Espoo, Finland – 21-23 September 2016

European p Social Marke keting n Conference

www.wsmconference.com/espoo-2016

Espoo Finland, 21 - 23 September 2016

contents Time

Content

Page

Welcome from ESMA

4

Welcome from our sponsors

5 Wednesday 21 September

12:30pm– 5:30pm

Pre-Workshops – Radisson Blu Hotel, Espoo

5

Thursday 22 September 8:00am – 9:00am

Welcome & Coffee

9:00am – 10:30am

Conference Day 1 – Morning Plenary Sessions

10:30am– 11:00am

Coffee & Networking

11:00am– 12:00pm

Conference Day 1 – Morning Breakout Sessions

12:00pm– 1:00pm

Lunch & Networking

1:00pm – 2:30pm

Conference Day 1 – Afternoon Plenary Sessions

2:30pm – 3:00pm

Coffee & Networking

3:00pm– 5:00pm

Conference Day 1 – Afternoon Breakout Sessions

9

6:15pm– 9:00pm

Civic Reception – Espoo Museum of Modern Art, WeeGee Exhibition Centre

13

6

8

7

Event Sponsors

15 Friday 22 September

2

8:30am – 9:00am

Welcome & Coffee

9:00am – 10:15am

Conference Day 2 – Morning Plenary Sessions

16

10:20am– 11:30am

Conference Day 2 – Morning Breakout Sessions

18

10:20am– 11:30am

Conference Day 2 – Special Session – Social Marketing Ethics

19

11:30am– 12:00pm

Coffee & Networking

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Time

Content

Page

12:00pm– 1:00pm

Conference Day 2 – Afternoon Plenary Sessions

17

1:00pm – 2:00pm

Lunch & Networking

2:00pm– 3:35pm

Conference Day 2 – Afternoon Breakout Sessions

3:35pm– 4:00pm

Coffee & Networking

4:00pm– 5:30pm

Conference Day 2 – Final Plenary

20

23

Explore Espoo

24

Important Information

25

Venue Map

25

Keynote Speakers

26

Special Session Speakers

28

The Committee

28

Poster Sessions

30

Notes

32

capturing | spreading | nurturing | good practice

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www.wsmconference.com/espoo-2016

Espoo Finland, 21 - 23 September 2016

welcome It is our pleasure to welcome you to this the third European Social Marketing Conference.

We are fortunate to be meeting in the wonderful city of Espoo at a time when Social Marketing is developing rapidly around the world and in Finland.

Over the next two days you will have an opportunity to meet, listen to and debate with Social Marketing colleagues from around Europe and the world.

We encourage you to build your professional network, meet existing colleagues, and make new friends and contacts.

We would like to thank the organising committee and conference 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 quality. We would especially like to thank the members of the ESMA Board; David McElroy, Johannes Parkkonen, Julie Huibregtsen and Veronique Narboni as well as the ESMA administrative assistant, Nadina Luca, for all their help and support in developing the conference. We also want to thank the conference producers FUSE Events and especially John French, and Matt Wilson and Rose Liagridonis.

We are also grateful to our sponsors Sitra and RAY, and also the support we have received from the City of Espoo without whom this event would not be possible. A full list of our sponsors and supporters is included in the conference programme.

We are sure that, like us, you are looking forward to what will be a stimulating event. We hope you will 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 across Europe and around the world. >>> Professor Jeff French, Conference Chair >>> Professor L. Suzanne Suggs, Conference Academic Chair

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Conference produced by fuse events fuseevents.org @FuseEventsUK

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our sponsors

Towards more impactful outcomes!

Managing change becomes more pronounced when we promote sustainable development and wellbeing. Expectations for the effectiveness and impact of development work have also increased. This situation challenges us all to seek solutions with which we can genuinely increase both individual and societal wellbeing. The means must connect with people at a deep level, in order for them to have an impact. Therefore, we need new ways of working!

That is why it is our pleasure to host the third European Social Marketing Conference and offer an opportunity for networking, learning, and creating partnerships.

Social marketing is a novel, person-centred way of thinking and acting. We believe that it has a lot to offer, not only in individual projects, but also at the national level in promoting health, wellbeing and sustainable development more broadly.

Sisko Seppä, RAY

You are warmly welcomed to Espoo. We wish you have a rewarding conference!

Juha Metso, Espoo

Mika Pyykkö, Sitra

The City of Espoo, The Finnish Innovation Fund Sitra and RAY want to be part of building a better welfare society together.

pre-workshops Radisson Blu Hotel, Espoo

Wednesday 21 September 12.30pm - 5.30pm Welcome Coffee will be served at 12.30pm and refreshments will be available throughout the afternoon, late lunch will be provided for both sessions at 3.00pm 1:00pm – 3:00pm The value of Social Marketing > An introduction in principles, with Drs. Julie Huibregtsen @JHuibregtsen This session will focus on how Social Marketing adds value to the operational delivery of programmes aimed at influencing positive social behaviour. The session will explain the mind set and basic principles of Social Marketing in order to better understand the coming lectures, presentations and workshops at the conference itself. You will learn more about the various instruments and examples of social marketing, so that you get a clear view of the power and possibilities of Social Marketing. This session will highlight the value that Social Marketing can add to your field of work or your organisation and for you personally,

capturing | spreading | nurturing | good practice

being a professional facing behavioural challenges for your target audience every day.

3:30pm – 5:30pm Time to get strategic in Social Marketing > The added value of applying Social Marketing principles to social programme design as well as delivery, with Professor Jeff French @JeffFrenchSSM This workshop will focus on how Social Marketing principles, concepts and techniques can add value to social policy development and implementation. The workshop will examine how Social Marketing can be used to enhance policy selection and the building of more citizen centric social programmes aimed at influencing behaviour.

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European p Social Marke keting n Conference

www.wsmconference.com/espoo-2016

Espoo Finland, 21 - 23 September 2016

conference day 1 Aalto University, Espoo, Finland

Thursday 22 September 8.00am-11.00am Opening Keynotes 8:00am - 9:00am

Registration & Welcome Coffee

Keynote Chair: Drs. Julie Huibregtsen > Huibregtsen Sociale Marketing, ESMA Board Member Keynote speakers:

Location: Hall A 9:00am – 10:30am

Opening Plenary Welcome to ESMC 2016 on behalf of ESMA Drs. Julie Huibregtsen > Huibregtsen Sociale Marketing, ESMA Board Member Musical Performance from Total Cello Ensemble, hosted by the City of Espoo

Johannes Parkkonen > Finnish Association for Mental Health, ESMA Board Member

Social marketing and mental health: does the supply meet the demand?

Mental health problems account for huge human, economic, and social cost across Europe. A lot of this cost could be affected by influencing people’s behaviour. Either in strengthening their own mental wellbeing or reducing the discrimination that people with mental health problems face. This presentation will explore if mental health has received the attention it deserves from the social marketing community, and what is the future potential in Finland and across Europe.

Welcome to Espoo

Professor Bo Edvardsson > Karlstad University

Juha Metso > Espoo Deputy Mayor, Head of Social and Health Services

Service Logic and Innovation: A framework and empirical illustrations

Introduction for the Permanent Secretary

Service-dominant (S-D) logic frame innovation as a novel and better way for actors to co-create value through resource integration in service ecosystems. Resources include goods, services, information, technology but also knowledge, skills, social capital and social structures.

from Juha Metso

Welcome to Finland Päivi Sillanaukee > Permanent Secretary of the Finnish Ministry of Social Affairs and Health, Finland

The structuration of innovation framework will be presented. It is grounded in agency-driven concepts, structure-driven concepts, and the innovation process embedded in their duality. The key agency-driven concepts are the value proposition, actor, and resources; the structure-driven concepts are institutions and institutional arrangements. An innovation process entails three interdependent states: initiating, realizing, and outcoming (or diffusion). The presentation will include illustrations from social and business context including the cases KidZania and Eataly.

10:30am - 11:00am

Coffee & Networking

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plenary sessions Hall A

Thursday 22 September 12.00pm-3.00pm Professor Doug Evans > George Washington University

12:00pm - 1:00pm

Lunch & Networking

Location: Hall A 1:00pm – 2:30pm

Afternoon Plenary Introduction to the European Social Marketing Association

Evaluating the Saleema campaign to promote women’s and girls’ health in Sudan Branding behaviour and creating a pro social norm for specific behavioural change is a fundamental social marketing strategy.

This presentation discusses the theory, practice and research underlying branding and use of social norms strategies for behaviour change. We examine this approach in the context of condom promotion campaigns in low income countries, and then in more detail in the example of the Saleema (saleema. net) campaign to eliminate female genital cutting (FGC) in Sudan. Saleema is a multi-pronged inter-personal, community, mass and digital media campaign implemented nationwide based on the strategy of re-branding FGC and creating a pro social norm for abandonment. The presentation concludes with discussion of the “heavy-up” evaluation methodology, and initial outcome data, and future campaign direction through 2018.

Professor L. Suzanne Suggs > Conference Academic Chair, University of Lugano, Switzerland, ESMA Board Member

2:30pm - 3:00pm

Afternoon Keynote Session

Coffee & Networking

Applying Social Marketing to enhance social programmes Keynote Chair: Dr. David McElroy > Energy Saving Trust, ESMA Board Member Keynote speakers: Mika Pyykkö > Senior Lead, Impact Investing, SITRA

Impact investing and social marketing The principle of impact investing is to create a positive social or environmental impact beyond the financial return of a given project. In this talk Mika will explore one impact investing model, the Social Impact Bond, in which the investor bears all financial risk and the public sector pays only for proven outcomes. In this model social marketing plays a vital role in strategic planning to ensure that any project using private capital to establish a successful Social Impact Bond requires a solid base of economic and operational modelling as a framework for the entire project. This presentation will show how using social marketing approaches such as segmentation are some of the most crucial factors to the success of planning an effective Social Impact Bond.

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European p Social Marke keting n Conference

www.wsmconference.com/espoo-2016

Espoo Finland, 21 - 23 September 2016

breakout sessions thursday morning > 11.00am-12.00pm

Location: Hall A

Location: Room 237

Location: Room M1

Panel Discussion: Social Marketing Goes Digital

The Role of Social Marketing in social policy and strategic development

Training as a booster for implementing social marketing in Finland

11:00am – 11:35pm

11:00am – 12:00pm

This presentation will focus on how Social Marketing can enhance the policy making process and the strategic development of all social policy. The presentation will give examples about how Social Marketing can be used upstream to inform policy selection and refinement and how to engage with policy makers. The session will also look at the six ways that Social Marketing can add value to strategy development and how it can be integrated into the strategic planning process. Finally, the presentation will give some examples about how Social Marketing is being used to influence both policy and strategy around the world.

Recipe for success: Many cooks and many kitchens. How has social marketing been embedded in Finland through multi-actor and network approaches and skills development?

11:00am – 12:00pm Chair: Professor. L. Suzanne Suggs, University of Lugano, Switzerland, ESMA Board Member Social marketing makes use of appropriate tools to support the behaviours we promote. Often that means using digital channels and tools in one form or another. How do we decide which digital channels and tools to use?

How do we use them most effectively and efficiently?

This session includes talks by four Social Marketing experts who have vast and varying experiences with digital channels and social marketing. We will discuss what they did and what they learned, but also how they decided to go-digital and which digital channel(s) to use. The aim is to provide the audience with an understanding of when and how to use technologies effectively in social marketing. After all, technology does not change behaviour, but the way in which we use technology might.

Panellists: Pasi Anteroninen, Finnish Road Safety Council (Finland) Dr. Marco Bardus, American University, Beirut (Lebanon) Professor. Doug Evans, George Washington University (USA) Ellen O’Donoghue, Public Health England (UK)

Presenters: Professor Jeff French, ESMC Chair, CEO Strategic Social Marketing

Using Innovative BehaviourChange Strategies to Promote Health among Hard-to-Reach and Convert Segments

In this session we introduce the development of social marketing approach in Finland, with a special focus on some key events. We follow a trajectory from a small network of interested people using social marketing knowledge learned from abroad as a mechanism to achieve better impact. This network then grows and from its partners first social marketing programmes emerge, which is followed by a pilot training programme. We will also introduce the next developmental steps in Finland, which focus more on embedding social marketing more firmly in education and practice at a structural level.

Presenters: Sari Rautio, Sitra Elina Varjonen, RAY

11:40am – 12:00pm

Erica Mäkipää, Soste

BBC Media Action’s project is using precision and social marketing strategies that comprise market segmentation and development of Mobile based & other job-aids for the health workers, to use at a community platform for promoting behaviour change and uptake of health services among the most undeserved and marginalized populations.

Eeva Honkanummi, City of Vantaa Anne Leppänen, Ahaa-research

12:00pm - 1:00pm

Lunch & Networking

Presenter: Anurudra Bhanot, Head of Research and Learning, BBC Media Action (India) Limited, India Paper No. 75

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breakout sessions thursday afternoon > 3.00pm-5.00pm

Location: Hall A > Conference Track: Environment and Sustainability The green side of hope: The role of hope in the adoption of proenvironmental behaviours 3:00pm – 3:20pm The motivating power of hope has been highlighted in many fields; however no research has addressed the unique role of hope in the adoption of pro-environmental behaviours. An explorative study was conducted to assess if having hope about climate change is a determinant in the development of pro-environmental attitude and behaviours.

Cheap Clothes at a High (Environmental) Cost: Planned Obsolescence in the Fast Fashion Industry 3:50pm – 4:10pm Continual renewal of collections; the latest trends; affordable prices. Sounds great, but this “fast fashion” (a strategy of planned obsolescence which artificially limits products’ useful lives) carries with it heavy environmental costs. Are consumers aware of these consequences? Do they care? And can they be persuaded to change their behaviours?

Presenter: Professor. Minoo Farhangmehr, University of Minho, Portugal

The Best I Can Be: Selfaccountability in Sustainable Product Choice 4:40pm – 5:00pm It’s difficult to shift consumers’ sustainable decision-making purely through approaches such as the TPB. A promising psychological alternative focuses on selfaccountability, which works through guilt.

This paper confirms a complementary route through pride that is stronger than that through guilt and evidences the relationship of self-accountability with perceived consumer effectiveness.

Presenter: Zoe Rowe, PhD Candidate, Cranfield University Paper No. 82

Paper No. 56

Presenter: Maria Lagomarsino, (MSc, Università della Svizzera italiana), PhD candidate at the University of Neuchâtel Paper No. 26

Best Practices in Social Marketing Communications to Inspire Conservation Campaigners3 3:25pm – 3:45pm Based on a report produced for the Arcus Foundation, this session will explore the issues conservation campaigners and funders face, as well as best practices in social marketing communications across all issue areas. The report includes interviews with social marketing and communications experts, campaign analyses, and suggestions for ideal campaign planning.

An evolving approach to behaviour change for the environment: From theory to practice and back 4:15pm – 4:35pm For more than three decades, Rare has inspired change so people and nature thrive, using an approach based on an explicit theory of how people are motivated. Here we share key lessons and discuss how Rare and others are integrating recent advances in the behavioural sciences to evolve the approach.

Presenter: Kevin Green, Senior Manager, Behaviour & Social Science, Rare Paper No. 78

Presenter: George Perlov, Principal George Perlov Consulting Paper No. 35

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Espoo Finland, 21 - 23 September 2016

breakout sessions thursday afternoon > 3.00pm-5.00pm

Location: Room M1 > Conference Track: Health and Well-being Segment level insights to target weight reduction in Indonesia 3:00pm – 3:20pm Obesity is a severe problem in both developed and developing countries.

This study aims to understand lifestyle attitudes and intentions towards exercise and weight loss in Indonesia. The results of this study may assist social marketers in creating more targeted service/ intervention offerings for the identified segments

Presenter: Professor Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University Paper No. 46

Be Clear On Cancer: a crosscampaign review

Presenter:

4:15pm – 4:35pm

Dr. Timo Dietrich, Research Fellow, Social Marketing @ Griffith

The Be Clear on Cancer campaign, launched in 2010, aims to improve cancer mortality rates by encouraging people to visit their GP with early signs and symptoms of cancer. The campaign has been hugely successful, and this session will explore the learnings from the past six years of marketing activity.

Paper No. 22

Finnish parents’ benefits and barriers for fruit and vegetable intake. A formative study of the Hevilapset social marketing program.

3:25pm – 3:45pm This formative research study explored parental benefits and barriers to fruit and vegetable consumption for their children.

Results show that Finnish children do not live up national food guidelines and our generated consumer insights are now used to inform social marketing program design #Hevilapset (www.hevilapset.fi).

Presenter: Ville Lahtinen, PhD candidate, Social Marketing @ Griffith Paper No. 33

Move and motivate me: The Go Food healthy eating campaign 3:50pm – 4:10pm This paper demonstrates a consumercentric approach using actionable insights to develop social marketing communications that speak directly to what moves and motivates target consumers, rather than the goals

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of campaign sponsors. Research to understand military eating behaviour produced insights that were translated into a performance-based motivational campaign that increased healthful eating.

Presenter: Ellen O’Donoghue, Strategy and Planning Lead, Public Health England Paper No. 47

Location: Room M203 > Conference Track: Outcome focused planning, delivery and evaluation of action (sessions 1 & 2) & Upstream Social Marketing, policy and stakeholder engagement (sessions 3, 4 & 5) Tobacco control marketing review in England 2008-2015: outcomes and evaluation 3:00pm – 3:20pm In 2015, PHE reviewed all national tobacco control marketing activity in England since 2008, focusing on what we have learnt about the relative effectiveness of campaigns to reduce smoking prevalence. This session will share findings from this review - exploring how tobacco cessation marketing prompts quit attempts and quit-related action.

Presenter: Ellen O’Donoghue, Strategy and Planning Lead, Public Health England Paper No. 12

It’s a Social World after all: User Expectations of Facebook for HIV/AIDS Social Marketing 4:40pm – 5:00pm Social media content exchange may lead to social change when targeted at social influencers, in order to obtain social capital. Would this be the case when the exchange relates to HIV/AIDS? This study assesses a high at-risk priority groups’ perception of Facebook and its design appropriateness for content exchange.

Do we know if social marketing campaigns influence socioeconomic health inequalities? Can we do better?

3:25pm – 3:45pm

Jeandri Robertson, Lecturer and researcher, University of Cape Town

Through analysis of published research on physical activity social marketing and mass media campaigns and examining other campaign reviews, our presentation highlights what isn’t known about the impact of health campaigns on socioeconomic health inequalities.

We discuss likely barriers to building an evidence base and how these could be overcome.

Paper No. 48

Presenter:

Presenter:

Dr. Margaret Thomas, Adjunct Senior Lecturer, School of Public Health, University of Sydney Paper No. 44

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The role of resilience and parenting style in social marketing: feeding practices and childhood obesity 3:50pm – 4:10pm Parents play a critical role in creating the environment in which children consume and experience food, and overweight parents are more likely to have overweight children. This research explores the relationship between parental resilience and parenting styles, and the impact of these factors on children’s weight.

Location: Room M205 > Conference Track: Social Marketing in Practice Co-designing behaviour change with communities in New Zealand: learning from Behind the Wheel 3:00pm – 3:20pm

Matthew Wood, Principal Lecturer, University of Brighton

This paper will explore the learnings from the process of designing and implementing a social marketing initiative with community members, demonstrating the successes and challenges of using social innovation and co-design methods to create an effective behaviour change programme.

Paper No. 15

Presenter:

Presenter:

Exploring value creation in midstream social marketing. A Smokefree Case 4:15pm – 4:35pm The presentation will focus upon value creation in ‘midstream social marketing’. The presentation will aim to build understanding of the formation and development of midstream social marketing value networks and how different actors’ experiences of collaboration are shaped by social context.

Presenter: Dr. Nadina Luca, Lecturer/Assistant Professor in Marketing, University of York Paper No. 17

Social Marketing in a Country: The British Experience 4:40pm – 5:00pm Since 2004 the British Government has delivered a wider national social marketing in public health strategy.

We have followed the genesis and development of that policy process which led to a new frame of reference in that field. May this study contribute to adequate conception of similar policies in other countries!

Presenter: Carlos Oliveira Santos, PhD, Assistant Professor, University of Lisbon, Portugal Paper No. 58

Simon Harger-Forde, Director, innovate change, New Zealand Paper No. 23

Achieving real world impact while advancing theory: some learnings from programmes that engage individuals on sustainability 3:25pm – 3:45pm Successful real world sustainability projects require a balance between high-quality delivery and the robust evaluation of impact. By attending this session you will learn how this balancing act can be maintained through academic-practitioner collaboration, efficient use of resources and the creation of clear objectives based on a solid theoretical foundation.

Presenter: Dr. David J. McElroy, Evaluation Manager (Energy Saving Trust, UK) and Honorary Research Associate (University of Sydney) Paper No. 27

behaviour through an innovative solution; integrating surveys, telematics and video to measure impact of a Department for Transport road safety campaign on drivers speed at bends.

Presenters: Helen Angle,Head of Communications Evaluation – Kantar Public (TNS) Gareth Tuck, UK Director – Eye Square Paper No. 40

Nothing Mental about Seeking Help: What did we learn using Social Marketing?

4:15pm – 4:35pm This two-year university campus campaign aimed to raise awareness about mental health issues, reduce stigma and increase help-seeking. Key points of the presentation include how effective consumer engagement can be when designing and developing projects whilst highlighting some of the barriers for implementation despite utilising the NSMC benchmark criteria.

Presenter: Joanne Telenta, Program Manager, Centre for Health and Social Research, ACU, Australia Paper No. 37

Development and evaluation of a healthy worksite cafeteria intervention with nudging and social marketing techniques 4:40pm – 5:00pm Tempting employees to buy healthier food for lunch is a matter of social marketing. I developed a promising intervention to change eating behaviour in worksite cafeterias. Please attend my presentation about the development of the intervention ‘‘the worksite cafeteria 2.0’’ and see how I mixed the methods.

Presenter:

When self-report is not enough - measuring unconscious behaviour change in response to a campaign designed to change where people break at bends on country roads

Elizabeth Velema , MSc, Junior Researcher, Vrije Universiteit Amsterdam, Department Health Sciences, Section Prevention & Public Health Paper No. 69

3:50pm – 4:10pm “If we can’t evaluate it, we are not running the campaign”. We will describe how we rose to the challenge of measuring unconscious driving

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European p Social Marke keting n Conference

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Espoo Finland, 21 - 23 September 2016

breakout sessions thursday afternoon > 3.00pm-5.00pm

Location: Room M237 > Conference Track: Social Marketing in Practice Workshop > Activating Students, Engaging Local Communities for the Greater Social Good: Closing the gap between Social Marketing education and practice 3:00pm – 3:45pm In this interactive workshop we combine experiences from community-based social marketing initiatives where consumer orientation and engagement is enhanced through problem-based learning and service learning. We will present cases of initiatives addressing waste management (Lebanon), water consumption (Switzerland), food consumption (Denmark), and intellectual disability (Ireland).

Presenters: Dr. Marco Bardus, Assistant Professor in Health Promotion and Community Health, American University of Beirut

Your birth control may not be working as hard as you: A social marketing campaign to increase access to highly effective contraception 3:50pm – 4:10pm This presentation explores the development, implementation and evaluation of a 10-week contraceptive choice campaign on a south eastern university campus in United States.

Researchers and community partners utilized the systematic framework of social marketing for this multiplatform initiative addressing access to contraception for college-aged women.

Workshop > Tips from former smokers, a team-building approach to motivating millions to quit smoking 4:15pm – 5:00pm In 2012 the U.S. Centres for Disease Control and Prevention developed the first national tobacco education campaign, Tips From Former Smokers, that helped drive smoking rates to a current alltime low. This seminar describes how quantitative, formative research informed creative execution that motivated millions of Americans to quit smoking.

Presenters:

Presenter:

Carol Haney, Senior Research Scientist, Qualtrics

Stephanie McInnis, Head of Communications Evaluation – Kantar Public (TNS)

Paul Nelson,Arnold Worldwide, Executive Manager

Paper No.54

Ian Abrams, Golin, Senior Vice President Paper No. 91

Professor L. Suzanne Suggs, Associate Professor of Social Marketing, Università della Svizzera italiana Professor Bent Ekberg Mikkelsen, Professor of Clinical Medicine, Aalborg University

Location: Room M203

Dr. Christine Domegan, Senior Lecturer and Head of Marketing at the National University of Ireland National University of Ireland, Galway

Informal meeting to discuss Social Marketing research and education in Finland and in other Nordic and Baltic countries

Paper No. 70

5:00pm - 5:30pm

We invite researchers and lecturers especially from the Nordic and Baltic countries to meet and discuss the emerging research and education tradition of social marketing here in the Nordic and Baltic. The aim is to shed a light what is going on, where are social marketing researchers and lecturers located, learn from others, and also discuss ways how we could help each other to improve social marketing knowledge through research and education.

Host: Johannes Parkkonen, Finnish Association for Mental Health, ESMA Board member

conference day 1 close 12

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civic reception

Espoo Museum of Modern Art, WeeGee Exhibition Centre, Espoo, Finland Free to all delegates

Thursday 22 September 6.15pm-9.00pm The City of Espoo welcomes all delegates to a Civic Reception Following a formal welcome and presentations from the City of Espoo, conference award presentations will be made and delegates will be able to enjoy, drinks, canapĂŠs and entertainment while exploring the galleries of the fascinating Espoo Museum of Modern Art.

Travel for Delegates Staying in Partner Hotels A bus will be provided to take delegates to the WeeGee Exhibition Centre from the Radisson Blu Hotel and Original Sokos Hotel Tapiola Garden, the bus will collect delegates from the Radisson Blue at 5.45pm and Tapiola Garden at 6.00pm arriving at the exhibition centre at 6.15pm. A return bus will be provided at 8.30pm.

Travel for all other Delegates The WeeGee Exhibition centre is a 15-minute walk from the conference venue and each hotel, delegates not staying at either of the event hotels are advised to make their own way to the Venue, arriving not later than 6.30pm.

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European p Social Marke keting n Conference

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Espoo Finland, 21 - 23 September 2016

Aalto University, Otaniemi, Espoo, Finland - 21-23 September 2016

social marketing as a driver for effective social action 14

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event sponsors Sitra The Finnish Innovation Fund Sitra is a future-oriented organisation that promotes Finland’s competitiveness and the wellbeing of the Finnish people. We anticipate societal change, try out new operating models and accelerate business activities aimed at creating sustainable well-being.

RAY

Fuse

RAY is a public corporation, who has exclusive right to operate slot machines, casino games and casino gaming operations in Finland. All the proceeds (427 M 2016) are used to promote Finnish health and welfare.

We have been working with the Social Marketing and behaviour change community for nearly ten years, hosting events across the world via the European and World Social Marketing Conference series. We are particularly honoured to be hosting the 2016 European Social Marketing Conference in Espoo, it is fantastic to see the huge amount of support from within Finland for Social Marketing practice and we hope that this event will help share best practice in the field and foster the growing community of change makers in Finland. Our hope is that this event creates a legacy in Finland and inspires others to adopt social marketing practice in their own programmes.

European Social Marketing Association (ESMA)

City of Espoo The city of Espoo is the second largest city in Finland with 270.000 inhabitants. We have gained international fame as a hub of know-how, research and development, at the heart of which stands the Aalto University campus. We also have large natural areas: seashores, the archipelago, the wilderness, and the waterways.

According to a recent study, Espoo is the most sustainable city in Europe: knowledge, safety, nature and health are our particular strengths. We have active inhabitants, communities and businesses.

We strive to be the pioneer in the municipal sector, making Espoo a good place to live, learn and work in.

The European Social Marketing Association (ESMA) is a professional association for individuals and organisations practicing, researching and teaching social marketing in Europe. ESMA endeavours to contribute to the development, evidence base and promotion of the social marketing discipline in Europe. The key aims of ESMA are: • To establish a community of social marketers in Europe by helping social marketers meet, share and collaborate with each other and people from other disciplines and cultures (through events and conferences).

• To develop the evidence base for social marketing and increase awareness of its benefits (through news, access to journals, monthly newsletter and events).

• To promote the use of social marketing as an approach to social change in all sectors in Europe (through ESMA activities, events and conferences).

• To facilitate knowledge exchange and teach people how to do effective social marketing (through news, blogs, webinars and conferences).

capturing | spreading | nurturing | good practice

Fuse exists to create positive social change by producing events with people and organisations with world changing ideas.

We’re a social enterprise, and in order to fulfil our social ambitions we provide a high quality, day to day service to our clients, culminating in a seamless, professional live event experience.

“We want to work with you to find out your needs and ambitions and help you achieve them. We don’t just provide event services, we provide solutions and we take pride in meeting our clients needs while doing some social good at the same time” – Matt Wilson, CEO

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European p Social Marke keting n Conference

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Espoo Finland, 21 - 23 September 2016

conference day 2 Aalto University, Espoo, Finland

Friday 23 September 8.30am-12.00pm Professor Gerard Hastings > University of Sterling

8:30am - 9:00am

Welcome Coffee

Location: Hall A 9:00am – 10:15am

Friday Morning Plenary Welcome and introduction to Day 2 on behalf of ESMA Session Chair: Dr. David McElroy > Energy Saving Trust, ESMA Board Member

Morning Keynote Session The implementation challenge, solving problems and overcoming barriers Keynote speakers: Bernadette Schomaker > Huis van Sociale Innovatie

The power of the multisensory stimulation in safety perception Commercial organizations are getting more and more innovative in influencing customer experiences, among other things by captivating the consumer’s senses through (multi)sensory measures. Like spreading the smell of freshly baked bread in a supermarket. But these kind of measures can be used for non-commercial ends too. By showing some inspiring examples Bernadette Schomaker will explain how measures directed at influencing sight, hearing, taste, smell and touch can enhance safety (perceptions).

Of Boat Builders and Swimmers The disturbing truth about so many of the problems we face – from obesity to climate change - is that time and again we are perpetrators as much as victims. We Europeans live in democracies: no one forces to eat energy dense food or drink sugary sodas; there is no threat of violence if we fail to buy a new SUV or travel long-haul for a two week holiday. Nor does anyone hide from us the repercussions of these activities – from waistlines to wastelands. Why are we collaborating in our self-destruction?

Why are we being so irresponsible?

Yes there is enormous pressure to consume. Marketing is powerful, as study after study has shown, and becoming more so by the day. But it in the final analysis it is all advisory not compulsory. We can choose to ignore it, to make our own more principled decisions, assert our own more noble sense of value.

This presentation places the individual at the heart of the social marketing project and argues that the problems we now face demand a renaissance in critical thinking. In the words of the Suffi mystic we need a new generation of boat builders and swimmers.

Professor Alan Tapp > Bristol Social Marketing Centre

Social Marketing: Back to the Future Alan’s talk follows Gerard’s and takes forward the issue of personal values. Alan’s talk ask us as social marketers to respond to the challenges Tom Crompton sets in his report Common Cause in which he posits that core values are the key to pro-social behaviours. Crompton is very critical of market driven mechanisms for behaviour change - he says that these reinforce selfish values linked to wealth, boasting, status, etc. He is therefore critical of social marketing. Is he right? Alan takes a critical look at our own assumptions as a field and ponders whether market mechanisms may be good things to use in some behaviour change instances but not in others. He concludes that the future of SM may lie by going back to the past and returning to our roots an ‘influencers of ideas’.

11:30am - 12:00pm

Coffee & Networking

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plenary sessions Hall A

Friday 23 September 12.00pm-2.00pm Location: Hall A 12:00pm – 1:00pm

Afternoon Plenary Afternoon Keynote Session Scaling up and sustaining projects Keynote Chair: Professor Jeff French > CEO Strategic Social Marketing, ESMA Board Member Keynote Speakers:

Marsha Smith > The Super Kitchen

Scaling up The Super Kitchen Model What drives the expansion of the Super Kitchen model? What does it mean to become influential or impactful?

The development of the Super Kitchen network has been an exciting and frustrating journey. What we have learned along the way shows how notions of success are influenced by the conventional business sector, how charitable restrictions may threaten our sustainability and how we have traversed the issues over who is deserving of our social eating services.

Structural issues interplay with personal ones and unforeseen factors disturb the trajectory of growth, as we map the journey to scale, and share the lessons we have learned.

Dr. François J. Dessart > EU Policy Lab, European Commission

Behavioural Insights Applied to Policy – how does evidence from behavioural sciences contribute to sustainability public policies?

1:00pm - 2:00pm

Lunch & Networking

The European Commission’s Joint Research Centre recently published a report, “Behavioural Insights Applied to Policy” (BIAP), which will be presented in this keynote. The presentation will give a broad overview of policies (with a focus on sustainability policies, taken in the broad sense) at national and EU levels that were either implicitly or explicitly informed by behavioural sciences such as psychology, social marketing and behaviour economics. The development of governmental teams dedicated to using or producing behavioural evidence to better design and assess public policies will also be discussed.

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Espoo Finland, 21 - 23 September 2016

breakout sessions friday morning > 10.20am-11.30am

Location: Hall A > Conference Track:

Location: Room M1 > Conference Track:

Social Marketing in Practice & Social Impact Investing

Health and Well-being

Bums Up! Enhancing the customer-orientation in university sports and exercise 10:20am – 11:05am We introduce how Finnish Student Sports Federation (OLL) has started developing its own customer orientation based on Social Marketing Customer Orientation (SMCO) model. The work began in the winter inspired by the social marketing training pilot, so there are no concrete results yet.

The process has, however, brought up important questions, for example, who actually are OLL customers, what kind of information should be collected about the service users, and how and when different interventions should be launched. We will also bring to light OLL’s work through some practical examples.

Rotterdamse Doortrappers: cycling to school for healthy children and clean air!

10:20am – 10:40am Experience how to develop appealing messages. What tempts parents and children to cycle to school? How can we overcome barriers perceived by teachers? What insights were the basis for the campaign concept? Learn about the success factors, our bloopers and how we try to maintain results.

Hanne Munter, Finnish Student Sports Federation (OLL) Virpi Näsänen, Hanken University

The Return on Social Intervention in Family Welfare Customer Life Cycle 11:10am – 11:30am This presentation introduces a novel approach to calculate the return on social intervention (ROSI) from a customer life cycle perspective. The model can be used to improve cost efficiency in resource allocation as well as to motivate investments in earlier and more effective intervention in welfare services.

Presenter: Jonna Heliskoski, PhD Candidate, Hanken School of Economics Paper No. 43

11:10am – 11:30am Three Associations joined their forces and educated people from their own local branches to make the joint effort in their own communities and decision makers for meals with Heart Symbol at schools, day-care and personnel canteens. They were provided with information, support and material.

Presenter: Marjut Niemistö, Marketing Manager, One Life Project (Finnish Diabetes Association, Finnish Heart Association and Brain Association) Paper No. 55

Presenters: Jacqueline Vink, strategic advisor, Schuttelaar & Partners, The Netherlands Tine de Hoop, project leader Social Marketing at GGD Rotterdam-Rijnmond, The Netherlands Paper No. 51

Presenters: Jussi Ansala, Finnish Student Sports Federation (OLL)

Heart Symbol: a tool for communities to make an effort to promote health.

Interventions for promoting post-mortem organ donation: social-marketing-informed improvements 10:45am – 11:05am

Location: M203 > Conference Track: Implementation challenge, solving problems and overcoming barriers (Session 1) & Social Marketing in Practice (Sessions 2,3) Time for social marketing and not social norming

Promoting post-mortem organ donation is difficult as there are many personal and social barriers that people need to overcome to become organ donors and communicate their decision to others.

We demonstrate that interventions for promoting post-mortem organ donation can be more effective when social marketing benchmark criteria are strategically employed.

10:20am – 10:40am

Presenters:

Professor Sharyn Rundle-Thiele Director, Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University

Tanja Kamin, Assistant professor of Marketing Communications, Faculty of Social Sciences, and researcher at the Centre for Social Psychology at University of Ljubljana, Slovenia.

Social marketing is underpinned by the assumption that we are all different yet many of our campaigns focus on delivering one campaign aimed at all.

This presentation challenges us to avoid norming and to think more creatively about more of the people we are trying to reach.

Presenter:

Paper No. 24

Sinja ož, postgraduate student, Faculty of Social Sciences and research assistant at the Centre for Social Psychology at the University of Ljubljana, Slovenia.

Paper No. 53

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Change4Life: applying behaviour change principles to the policy challenge around obesity and overweight 10:45am – 11:05am Change4Life is a flagship campaign to reduce childhood obesity by inspiring millions of people in England to change their behaviours around healthy eating and physical activity. This session will explore the behavioural model underpinning Change4Life, how marketing and policy can work together and how insights have driven our approach.

Presenter: Ellen O’Donoghue, Strategy and Planning Lead, Public Health England Paper No. 11

Rise Above: using a digital approach to turn theory into action 11:10am – 11:30am Rise Above aims to delay or prevent young people from taking up risk behaviours such as smoking, drinking, taking drugs or having sex. It uses an innovative digital approach and is built on the ‘Prototype Willingness model’ (Gibbons & Gerrard, 2006). This session will explain more about this approach.

Presenter: Ellen O’Donoghue, Strategy and Planning Lead, Public Health England Paper No. 13

Location: M205 > Conference Track: Health and Well-being Healthy choices during workdays - One Life Health Movement boosts organizations support for employee wellbeing 10:20am – 10:40am To improve the well‐being of Finnish workforce, One Life Project has chosen employers and workplaces as one of the key channels to promote everyday health decisions. One Life Project aims to increase Finnish employees well‐being by focusing on behavioural change: encouraging people to take repeated, small, concrete actions every workday.

Presenters: Eija Seppänen, Communication Manager, One Life Project, Finnish Diabetes Association Marjut Niemistö, Marketing Manager,One Life Project, Finnish Diabetes Association Paper No. 72

Get a Liver Scan. It’s free, quick and painless: The LiveRLife Study 10:45am – 11:05am This is the first study to utilise a social marketing framework to develop, design and implement a liver health campaign to reduce onset of chronic disease among people who inject drugs. The presentation focuses on formative research, resource development, message testing and how this contributed to the success of the campaign.

Presenter: Joanne Telenta, Program Manager, Centre for Health and Social Research, ACU, Australia Paper No. 66

Using Social Marketing Messages on Social Media to Tackle Alcohol Abuse among Young People 11:10am – 11:30am Drinking is an important part of youth culture. Frequently, drinking and associated activities are shared with friends on social media. This study adopts an eye-tracking experimental research design to investigate the interaction of user-generated images involving alcohol consumption and safe-drinking messages in a social media context on alcohol consumption intentions.

Presenter: Ariadne Beatrice Kapetanaki, Senior Lecturer in Marketing, University of Hertfordshire Paper No. 76

Location: M237 > Special Session: Social Marketing Ethics 10:20am – 11:30am This workshop is an opportunity to learn about, and participate in, a new project on social marketing ethics led by Stacy Carter and Adrian Bauman from the University of Sydney and Lynne Eagle from James Cook University, with the participation and support of the Australian Association of Social Marketing, the European Social Marketing Association and the International Social Marketing Association.

The workshop will be facilitated by Adrian Bauman and Jeff French.

There is increasing acknowledgement that social marketing ethics is important, but at present there is neither consensus nor much empirical evidence to guide its development. This workshop is the beginning of a project designed to address that gap. The workshop will be a funbut-serious opportunity for you to interact with your social marketing colleagues about the moral and political dimensions of your work. You will discuss questions such as: What do you think distinguishes ‘good’ social marketing from ‘bad’ social marketing? What are best examples of social marketing you can think of, and why? If there is one thing you would change about the field of social marketing to make it more ethically justifiable, what would it be? What ethical issues bother you the most in your own practice? When you are faced with an ethical dilemma, how do you tackle it?

Discussions will take place in facilitated round-table groups. We will record the discussion and use the (anonymised) transcripts as data for the project. We will use the data collected to develop a framework and set of resources that will be useful in commissioning, planning, implementing and evaluating social marketing. >> Please come and bring along your stories of the good and the bad of social marketing, and your hopes for how social marketing can be the best it can be. We look forward to meeting you there, and to working with you on this important aspect of social marketing theory and practice.

Presenters:

11:30am - 12:00pm

Coffee & Networking

capturing | spreading | nurturing | good practice

Professor Adrian Bauman, Social Counter marketing, University of Sydney Professor Jeff French,Strategic Social Marketing This session will be audio recorded

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Espoo Finland, 21 - 23 September 2016

breakout sessions friday afternoon > 2.00pm-3.35pm

Location: Hall A > Conference Track: New Theories and methods being used in social marketing (sessions 1, 2, 3) & Scaling up and sustaining projects (Session 4) An experimental application of the Delphi method to evaluate and prioritize social marketing outcomes 2:00pm – 2:20pm We commonly find more than one viable initiatives to achieve project goals. During a recent campaign, the consensus building Delphi method was employed to evaluate and prioritize numerous outcomes with multiple stakeholders. Its advantages over other methods and best practices for its implementation will be discussed specific to social marketing.

Presenter: D. Scott Borden, Researcher, University of Exeter, Business School Paper No. 42

A Systematic Review of Virtual Reality Application in Alcohol Prevention and Intervention Programs 2:25pm – 2:45pm Virtual Reality (VR) presents an exciting opportunity to design more engaging and interactive alcohol social marketing programs. This is the first systematic literature review that investigates the application and effectiveness of alcohol programs that implement Virtual Reality.

Presenter:

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Social Counter-marketing and public health: conceptual maps for a “Brave New World”?

2:50pm – 3:10pm Social counter-marketing opposes unhealthy marketing for the public good.

It embraces thematic diversity as well as change in the participants, technology platforms, channels, reach, speed and accessibility of modern communication.

We propose a new conceptual framework for counter-marketing, with particular application in the field of public health and disease prevention.

Presenter: Professor Adrian Bauman,Social Countermarketing, University of Sydney Paper No. 62

Dry January – The thrills and spills of a national roll out 3:15pm – 3:35pm Dry January was launched in England and Wales to encourage people to talk about their relationship with alcohol, whilst curbing harmful drinking habits. This seminar will take you on a fascinating four-year journey from a pilot project in north Liverpool, to mass national participation bringing significant behaviour change results.

Presenter: Gary Wootten, Director of Hitch Marketing / Alcohol Concern Consultant Paper No. 90

Location: Room M1 > Conference Track: Health and Well-being (Sessions 1,2,3) & Social Marketing in Practice (Session 4) Tips From Former Smokers: Using rough-cut testing to predict receptivity of advertisements 2:00pm – 2:20pm The U.S. Centres for Disease Control and Prevention developed the first federallyfunded, national tobacco education campaign that helped drive smoking rates to an all-time low. The aims of this workshop are to share how our team worked together to develop a successful, fully-integrated social marketing campaign that drove behaviour change.

Presenters: Carol Haney, Senior Research Scientist, Qualtrics Wendy Moniz, Executive Vice President, Plowshare Group Paper No. 84

Using Theory and Evidence to Increase Youth Physical Activity: Let’s Move It School-Based MultiLevel Intervention 2:25pm – 2:45pm How to appeal to youth that engage in too little exercise to stay healthy? We reviewed successful behaviour change strategies from interventions and theories to co-create a program to promote activity in vocational school students. This talk presents the phased development and design of the evidence-based Let’s Move It intervention.

Presenter:

Dr. Timo Dietrich, Griffith University

Dr. Nelli Hankonen, Academy Research Fellow, University of Tampere, Finland

Paper No. 71

Paper No. 85

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Social and participatory strategies to health and wellbeing in local communities 2:50pm – 3:10pm Using “the local” and it’s resources as a setting for promoting better health for citizens and communities is has attracted much attention as an alternative to “high politics” and regulatory approaches.

Participation stakeholder involvement and use of marketing strategies are key if such community driven approaches are to succeed. This paper reports on the strategies used and results achieved in the Sol program implemented over the past 5 years at the Danish isle of Bornholm.

Location: Room M203 > Conference Track: Social Marketing in Practice The Benefits of Cross-Cultural Collaboration in Managing Community Behaviour Change Programs 2:00pm – 2:20pm

Professor Bent Egberg Mikkelsen, Aalborg University

Inter-organisational and cross-cultural collaboration was trialled on a project to connect with and support Australian Indigenous People to close inequality gaps in the energy sector. The benefits of this approach, proposed to tackle Wicked Problems and to forge better relationships with Indigenous People, are presented in this session.

Paper No. 2

Presenter:

Presenter:

Testing social marketing tools and methods in secondary vocational schools to decrease smoking 3:15pm – 3:35pm Practical tips for health promotion – an opportunity to learn from real life practice of operationalizing the key stones of social marketing. Key results: the importance of involvement of shareholders in ensuring customer focus, insight and proper segmentation in order to deliver relevant interventions for outcomes.

Clare Johansson, Doctoral Student, Swinburne University of Technology Paper No. 65

Developing a Valid Scale for Measuring Aboriginal Household Energy Efficiency 2:25pm – 2:45pm

Eeva Honkanummi, Development Manager, City of Vantaa

The traditional processes and assumptions of psychometric measurement design need to be re-thought in the unique context of Aboriginal households in Victoria, Australia. This paper explores the application of measures for knowledge, behaviours and social and emotional wellbeing in the context of household energy efficiency.

Paper No. 59

Presenters:

Presenter:

Dr. Aron Perenyi, Swinburne University of Technology Clare Johansson, Swinburne University of Technology

Process and Outcome Evaluation of ‘Give Me 5’: A Social Marketing Pilot Walking Behaviour Change Intervention 2:50pm – 3:10pm Underpinned by formative research and exchange theory ‘Give Me 5’, an exchange based offering, was created in a Social Marketing @ Griffith lab. On average participants (39.7%) walked 100 minutes per week and reported many positive outcomes. Feedback from the process evaluation will be used to extend the program.

Presenter: Professor Sharyn Rundle-Thiele, Director, Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University Paper No. 32

Manifesting a Blue Society: Reflections and Learnings from a Participatory Impact Analysis 3:15pm – 3:35pm This presentation illustrates how European scientists, policymakers, industry and citizens were brought together to mobilise a Blue Society.

Manifesting a Blue Society is more than a simple strategy; it is a complex participatory process that involves new interactions, capacity building, collaboration and collective action, scaled out and across Europe.

Presenters: Dr. Patricia McHugh, Postdoctoral Researcher, National University of Ireland, Galway Dr. Christine Domegan, , Senior Lecturer in Marketing, National University of Ireland, Galway.

Paper No. 74

Paper No. 67

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Location: Room M205 > Conference Track:

lovers. Depending on the channels and setting we had variable degrees of success.

Social Marketing in Practice

Presenter:

Enhancing Civic Engagement and Enabling Communities: Using Service Learning in Social Marketing Education 2:00pm – 2:20pm In this paper we discuss our experience of teaching social marketing using service learning (SL) in a Master of Public Health. We argue that SL is an appropriate approach for teaching social marketing as it provides students with opportunities to learn from reallife problems and engage with needy communities.

Presenter: Dr. Marco Bardus, Assistant Professor in Health Promotion and Community Health, American University of Beirut Paper No. 80

Brigitta Boonen, Expert Skin Cancer Prevention, Belgian Cancer Foundation Paper No. 93

Building Consumer-oriented Social Marketing Programs: Introducing a Five-step CoDesign Process 3:15pm – 3:35pm

2:25pm – 2:45pm If branding is a successful strategy in conventional marketing strategies, why not enhance it on social marketing?

Brands are powerful devices. Individuals adhere to what the brand represents, adopting its attitudes and behaviours.

Find the relevance of branding in a ongoing programme designed to encourage the consumption of tap water.

Towards a more sustainable urban mobility: how cities are building a cycling system

Dr. Timo Dietrich, Griffith University

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Location: Room M237 > Conference Track: Environment and Sustainability

2:00pm – 2:45pm

Learn what communication and campaigns can do and cannot do from real life experiences! Introducing behaviour change to reduce UV exposure is especially challenging with young people. By using insights from research we created campaigns for young sun

Dr. Roger Bennett,Professor of Marketing, London Metropolitan University, and Rohini Vijaygopal, Research Fellow, Open University, UK Paper No. 4

3:15pm – 3:35pm

Sara Balonas,B+ Be Positive, Strategic and Creative Director

2:50pm – 3:10pm

Unless electric cars substantially replace conventional petrol-only vehicles in European countries the European Union cannot achieve its carbon emission targets. Unfortunately the take-up of electric cars in Europe has been extremely low. This (EC-funded) research measures the effects on drivers’ attitudes towards electric cars consequent to their playing a computerbased game that demonstrates the advantages of electric vehicles.

Presenter:

Presenter:

Behaviour change for sun lovers. Making it work.

2:50pm – 3:10pm

Presenter:

Workshop > Guilt-free butts, supermarket scanners and talking in ‘seal’ – how Australian zoos are embracing social marketing, and a little toilet humour, to change visitor behaviour and save animals

Paper No. 89

Using a computer-based game to improve public attitudes towards electric vehicles

The design of new social marketing programs requires close collaboration with end users. We propose a five-step process that provides guidance for the planning and facilitation of co-design workshops that involve end users. If fully utilized the process may enhance user experiences and prevent costly new service failures.

Paper No. 63

Branding as a strategy for behavioural change: the Porto Tap Water case study

Espoo Finland, 21 - 23 September 2016

Saving wildlife is as much about people as it is about animals. With most threats to animals driven by people, Zoos Victoria aims to halt biodiversity loss by working through its visitors. Come learn the process zoos are using to drive social impact, facilitate behaviours and help save species.

How a social marketing perspective can help to develop a city cycling system?

This empirical study compares 14 city bicycle plans from Australia, Canada, Italy, and USA through the lens of social marketing. It shows that social marketing provides an integrative framework useful to build a complete city bicycle system.

Presenter: Carlo Mari, Associate Professor of Marketing, University of Molise Paper No. 6

3:35pm - 4:00pm

Coffee & Networking

Presenter: Emily Dunstan, Senior Manager Conservation Campaigns, Zoos Victoria, Australia Paper No. 7

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final plenary

Hall A 4.00pm – 5.30pm

Final Plenary Session

Dr Philip Holden > University of Greenwich

Session Chair:

A framework for Social Marketing higher education awards

Dr. Nadina Luca > University of York, ESMC Committee Member Keynote Speakers: Professor Victoria Wells > Sheffield University

The potential role of social marketing in encouraging employee pro-environmental behaviour Interest in employee pro-environmental behaviour (PEB) has increased in recent years as researchers have recognised that employee PEB differs in its motivation and scope, and is underresearched compared to home and consumption PEBs. The majority of this work has been grounded in organisational psychology (organisational greening) or HRM (green HRM) and although some social and internal marketing studies have started to examine this phenomenon there is still much scope for social marketing to tackle and encourage employee PEB. In response this presentation highlights what we know about this behaviour and the potential role social marketing could play in encouraging it.

Initial proposals will be presented for the recognition of higher education in Social Marketing by ESMA. It may lead to ESMA accrediting or endorsing awards as a way of reinforcing ESMA’s relationship with HE institutes in Europe and further afield and may help build towards the recognition of social marketing as a profession. Delegates will be invited to comment and to contribute their own experience in social marketing education and training.

Summing up: Johannes Parkkonen >Finnish Association for Mental Health, ESMA Board Member Thanks: Professor Jeff French > ESMC Chair, CEO Strategic Social Marketing, ESMA Board Member

Dr. Christine Domegan > National University of Ireland Galway

Initiating and Managing Disruptive Social Marketing In the drive for social change, social marketing is expanding its behavioural change and client-central roots in managerial marketing to embrace a marketing systems framework for clientembedded system-wide transformation. Key system attributes are identified and causally linked to external and internal change by MAS theory - Social Mechanisms, Action Fields, delivery Systems, the emergence of tangible and intangible infrastructure (MAS).

Two wicked problems in health and sustainability (Operation Transformation and an EU H2020 Sea Change study) show how MAS theory identifies the critical drivers of underlying systems at micro, meso and macro levels, including co-evolution, macromicro-macro self-organisation, highlighting framing, feedback and complexity dynamics. This presents the social marketer with new ways to initiate and potentially manage disruptive interventions for systemic change.

conference day 2 close capturing | spreading | nurturing | good practice

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www.wsmconference.com/espoo-2016

Espoo Finland, 21 - 23 September 2016

explore espoo Welcome to Espoo for the European Social Marketing Conference!

At Visit Espoo we have come up with some great suggestions of things to do and see around Espoo during the conference: From the official conference hotels directly > enjoy the nature around us!

Take a bike ride from Radisson BLU Espoo/Original Sokos Hotel Tapiola Garden or go for a walk and go out to experience Espoo Waterfront Walkway.

Shopping Sello Shopping Centre in Leppävaara is really close to the conference venue, about 5-10mins journey. From Tapiola Centre just hop on the bus number 550 and go to Leppävaara. The nearest buses from Otaniemi leave outside the conference venue. Ainoa Shopping Centre in Tapiola is just a short walk from Tapiola Garden Hotel and easily accessible by bus or by foot from Otaniemi as well.

Restaurants Restaurant Kylä in Tapiola is a 2 minutes walk from Tapiola Garden Hotel.

Grill it! Can be found with the Original Sokos Hotel Tapiola Garden.

Fuku Supreme, a great sushi restaurant in Leppävaara with easy access by bus or via a short journey in a taxi.

Museums Exhibition Centre WeeGee in Tapiola is open TuesdaySunday, closed on Monday´s. The exhibition centre is home to five museums including The City Museum, Finnish Toy Museum and Espoo Museum of Modern Art EMMA. The Gallen-Kallela Museum in Leppävaara, art museum was designed and built by Finland’s national artist Akseli Gallen-Kallela. The castle-like Tarvaspää studio and residence was opened to the public in 1961 as the GallenKallela Museum.

The Nuuksio National Park & The Finnish Nature Centre Haltia Wild woods and lakes on Helsinki’s doorstep! Nuuksio National Park is an unspoilt piece of wilderness in the middle of the Helsinki metropolitan area: beautiful valleys, steep ravines, rocks, groves, swamps and over 80 lakes and ponds. The nearby Finnish Nature Centre Haltia spotlights the best of Finland’s natural treasures from across the country. Journey time around one hour by public transport.

Visit Helsinki Visiting the capital of Finland, Helsinki is easy and fast by buses leaving from around the conference venue and hotels. From Otaniemi you can take bus numbers 102 and 103 for example and from Tapiola take buses 110 and 109.

The journey time is around 15 - 20 minutes. In Helsinki you have a wide range of shopping, restaurants and cafés and famous museums and sights at your disposal.

Funky Burger Tapiola, can be found in the Ainoa shopping centre in Tapiola.

Further Information: www.visitespoo.fi

Haukilahti Pavilion, this is a lovely scenic restaurant in Haukilahti which can be accessed via a bus from Otaniemi for a short journey in a taxi.

Twitter: #visitespoo

Facebook: VisitEspoo

Instagram: visitespoo

Ravintola Ranta, can be found within the Radisson BLU Hotel.

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important info European Social Marketing Conference Office Contact Details

Twitter

e: euro@wsmconference.com

Please use the hashtag #ESMC16 for your favourite moments of the conference. Don’t forget to tag us @wsmconference

t: +44 (0) 1543 439706

Conference Proceedings Book

Venue Address & Contact Details

The conference proceedings will be available on the conference website after the event www.wsmconference.com

Otakaari 1, Aalto University, Otaniemi, 02150 Espoo, Finland t: +358 (0)50 501 4086

WiFi Free WiFi access is available to all ESMC attendees throughout the University. See the conference registration desk for access details.

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

Conference Materials All breakout session PowerPoint presentations will be uploaded to the website after the event.

venue map Networking, Catering and Poster Display Area

Hall A

Floor 2, Otakaari 1 Building, Aalto University

M203 M205 M1

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M237

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European p Social Marke keting n Conference

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Espoo Finland, 21 - 23 September 2016

keynote speakers Johannes Parkkonen

Professor Bo Edvardsson

Finnish Association for Mental Health, ESMA Board member

Karlstad University

Johannes has been involved in setting up ESMA over the last five years and was elected on the ESMA Board in 2014. He works for the Finnish Association for Mental Health and has played a key role in bringing the European Social Marketing Conference to Finland. In addition to advocating the use of social marketing in mental health context, as a representative of a small Nordic country that is quite new to social marketing, his key interest is strengthening the skills base and application of social marketing in the smaller countries of Europe. Prior to returning to Finland in 2013, Johannes worked for seven years at Scotland’s national See Me programme tackling the stigma and discrimination that people with experience of mental health problems still face too often.

Mika Pyykkö Senior Lead, Impact Investing, SITRA Mika Pyykkö leads Sitra’s Impact Investing focus area.

Impact investing is a way of stepping up collaboration between the public and private sectors in order to prevent or solve societal problems. The focus area’s activities have culminated in an emerging ecosystem that fosters collaboration between the private and public sectors, non-profit actors and funding providers, in order to bring about positive changes for citizens while saving on the cost to society. Mika has previously worked in leadership positions in organisations such as Finland’s Slot Machine Association from 2008 to 2012 and the Finnish Centre for Health Promotion between 2003 and 2008.

Bernadette Schomaker Huis van Sociale Innovatie Bernadette Schomaker was born in a small town in the northern province of the Netherlands. After completing high school she moved to Leiden and studied international sociology. A few years later followed by strategic marketing. After graduating from university she worked in different posts in public offices, like the Immigration and Naturalization Service of the Ministry of Justice, the Netherlands Court of Audit and the Centre for Crime Prevention and Safety. From 2011 until 2016 she was head of the Expertise Centre against Violence and Aggression in the Public Sector. She is especially interested in creating social innovation through combining insights from different scientific and practical angles.

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Professor and Founder, CTFService Research Centre and Vice Rector, Karlstad University, Sweden. In 2008, he received the RESER Award “Commendation for lifetime achievement to scholarship”

by The European Association for Service Research and in 2004 The AMA Career Contributions to the Services Discipline Award. 2013 Bo was appointed Distinguished Faculty Fellow of the Centre for Excellence in Service, University of Maryland and Honorary Distinguished Professor of Service Management, EGADE Business School, Monterrey Tech, Mexico. His research includes new service development and innovation, customer experience, complaint management, service eco-systems and transition from product to service in manufacturing.

Professor Doug Evans George Washington University Doug Evans is Professor of Prevention and Community Health & Global Health at The George Washington University.

His research focuses on the use of branding and digital technologies as behaviour change strategies. He designs and evaluates social marketing campaigns using these strategies, and is currently working in Sudan to conduct a 4-year outcome evaluation of the Saleema campaign to promote women’s and girls health.

Professor Gerard Hastings University of Sterling Gerard Hastings is Professor of Social Marketing at Stirling University, the Open University and L’École des Hautes Etudes en Santé Publique, Rennes.

His academic career has focused on researching the impact of marketing on society – both for good and ill. To this end he founded and ran the Institute for Social Marketing. This has involved him in advising Government and working with policy makers and civil society nationally and internationally. He has also acted as an expert witness in litigation against the tobacco industry. He was awarded the OBE for services to health care in 2009.

for a full list of conference speaker biographies please visit: www.wsmconference.com/espoo-2016/speakers

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Professor Alan Tapp

Dr. François J. Dessart

Bristol Social Marketing Centre

Policy Lab, European Commission

Alan Tapp is Professor of Marketing at the Bristol Social Marketing Centre. He has over 100 publications and has led or been involved in projects funded to well over £1m. Alan was Director of The Bristol Social Marketing Centre from 2007-2013 during which its funding partners included the Dept for Transport, COI, the Department of Health, HM Treasury, Sport England and a variety of regional and local authorities and NHS trusts. Alan’s main research interests are in how social and critical marketing can help change embedded cultures and social norms, and will work with the above bodies with respect to these agendas into the future.

Professor Victoria Wells Sheffield University Business School Victoria K. Wells is a Professor of Marketing and Consumer Behaviour at Sheffield University Management School. Her research interests lie in the environmental behaviour of employees, corporate social marketing and CSR. She joined Sheffield University Management School in 2016 after holding the post of Reader in Marketing at Durham University Business School and Research Associate and Lecturer in Marketing and Strategy at Cardiff Business School. Prior to joining Cardiff Business School she worked in Marketing Communications as an Account Executive.

She has published in a wide range of journals including Journal of Business Research, Journal of Marketing Management, Marketing Theory, Journal of Business Ethics, Tourism Management and Psychology & Marketing amongst others.

François J. Dessart is a policy analyst at the European Commission’s Joint Research Centre. After a career in the opinion polls industry (Ipsos, GfK), he obtained his PhD in management and economics from the University of Namur.

His dissertation proposed a social signalling perspective on sustainable consumption. He was a visiting scholar in 2013 at Tilburg University (Department of Social Psychology). At the Joint Research Centre, François is now in charge of transferring scientific knowledge from behavioural sciences to EU policymakers.

Marsha Smith The Super Kitchen Marsha Smith is the founder of the Super Kitchen social eating movement which supports groups to showcase surplus foods for social good.

Through our growing network of members we encourage people to ‘just come and eat with us’; at mealtimes, together, like a family and to make impacts on food waste and social isolation. 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 is a passionate advocate for social bonding, attachment, neediness and of course, good food.

Dr. Christine Domegan

Dr. Philip Holden

National University of Ireland Galway

University of Greenwich

Dr. Christine Domegan, B. Comm, MBS, PhD is Head of Marketing at the National University of Ireland, Galway, Visiting Professor, Florida Prevention Research Centre Fellow and Associate of the World Health Organization Collaborating Centre on Social Marketing and Social Change at University of South Florida. Christine is Research Leader for SIPPs, Social Innovation Participation and Policy unit within the Whitaker Institute, NUI Galway, investigating Systems-thinking Social Marketing for Change and Social Innovation through a multi-disciplinary lens with partners in the UK, Europe, USA and Canada. Christine is European Editor of the Journal of Social Marketing.

Philip is a Senior Lecturer in the Faculty of Business at the University of Greenwich. He leads the undergraduate course in social marketing and courses in contemporary issues in marketing. He has been a member of ESMA since its formation and his career has spanned commercial organisations, charities and running a communications agency. Most recently he has consulted on the promotion of health screening in London. He is currently researching and writing on applications of Bourdieusian theory to social marketing, the use of Healthy Foundations segmentation model and round the world sailing.

for a full list of conference speaker biographies please visit: www.wsmconference.com/espoo-2016/speakers

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European p Social Marke keting n Conference

www.wsmconference.com/espoo-2016

Espoo Finland, 21 - 23 September 2016

special session speakers Päivi Sillanaukee

Juha Metso Deputy Mayor, Head of Social and Health Services

Permanent Secretary of the Finnish Ministry of Social Affairs and Health, Finland

Deputy Mayor, Director of Social Services and Health, City of Espoo, 2001- present

Dr Päivi Sillanaukee was appointed as the Permanent Secretary at the Ministry Of Social Affairs and Health in 2012. Between 2008 and 2012 she was the Director General of the Department for Social and Health Services at the Ministry. Prior to that, she was the Deputy Mayor and the Director of Social and Health Services in the City of Tampere.

MD, PhD, Specialist in GP

the committee Professor Jeff French Conference Chair, CEO Strategic Social Marketing, ESMA Board Member 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.

Professor L. Suzanne Suggs Conference Academic Chair, Associate Professor of Social Marketing, Head of BeCHANGE Research Group, Institute for Public Communication (ICP), Faculty of Communication Sciences, University of Lugano, Switzerland, ESMA Board Member L. Suzanne Suggs is Associate Professor of Social Marketing and Head of the BeCHANGE Research Group in the Institute for Public Communication, Faculty of Communication Sciences, at the Università della Svizzera italiana in Lugano Switzerland. She is also Director of the USI Sustainability Incubator (USI-SINC).

She received a BBA in Marketing at University of North Texas (USA), a MSc and PhD in Health Studies at Texas Woman’s University (USA), and a Post-doctoral fellowship focused on healthy ageing and clinical decision-making at McMaster University (Canada).

Suzanne’s research focuses on social and behaviour change and information and communication technologies (ICTs). She examines the determinants of behaviour (personal, cultural, policy and environmental), develops and tests the effects of communication strategies, delivered through ICT, on such behaviours.

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Drs Julie Huibregtsen Huibregtsen Sociale Marketing, ESMA Board Member Drs. Julie Huibregtsen has spent a lot of her professional time making social marketing more known and accessible in the Netherlands. Therefore she was very proud to welcome the second European Social Marketing Conference to her country, the Netherlands, in the city of Rotterdam, where it all started in 2008. As an ESMA Board member and member of the ESMC 2016 committee, Julie has been working hard to make this the third European Social Marketing conference a great success.

As a Social marketing expert for the Netherlands, Julie Huibregtsen has extensive experience in social marketing and project management. She has strong national and international networks and supports Dutch organizations in the application of social marketing. Her mission is to help professionals with their behavioural goals: “…all professionals I advise face the same challenges; get through to their target audience effectively and having to ‘sell’ their products successfully. As their trainer and coach it always hits me how much professionals impose on themselves. It’s my mission to ease and enlighten their daily work”

Johannes Parkkonen Finnish Association for Mental Health, ESMA Board Member Johannes has been involved in setting up ESMA over the last five years and was elected on the ESMA Board in 2014. He works for the Finnish Association for Mental Health and has played a key role in bringing the European Social Marketing Conference to Finland. In addition to advocating the use of social marketing in mental health context, as a representative of a small Nordic country that is quite new to social marketing, his key interest is strengthening the skills base and application of social marketing in the smaller countries of Europe. Prior to returning to Finland in 2013, Johannes worked for seven years at Scotland’s national See Me programme tackling the stigma and discrimination that people with experience of mental health problems still face too often. Johannes holds MA (socsci) Honours from the University of Glasgow, MA from the University of East Anglia and Postgraduate Certificate in Management from the Open University.

Dr David McElroy Energy Saving Trust, ESMA Board Member David works for the Energy Saving Trust, a British non-for-profit devoted to promoting energy efficiency, energy conservation, and the sustainable use of energy. At the EST, David is responsible for the design and analysis of complex research programmes and the evaluation of the impact of sustainability projects and policy. David also has extensive experience in academic research, which is exemplified by his publications in high-impact, peer-reviewed journals, and his position as an Honorary Research Associate at the University of Sydney.

Dr Nadina Luca University of York Dr Nadina Luca is a lecturer in marketing at the York Management School, University of York, UK. She is particularly interested in systems level social marketing and ecological models of social change.

Nadina’s research is interdisciplinary drawing upon social marketing, sociology of health and service management scholarship. Current research interests include service-dominant logic, value co-creation, networks and consumer vulnerability with applications in smokefree programmes and community based food initiatives.

Nadina holds a PhD in Business and Management awarded by the University of Nottingham and an MSc (Distinction) in Public Communication from University of Lugano, Switzerland. Her research has been published in journals including Marketing Theory, Journal of Marketing Management, Social Marketing Quarterly and Journal of Health Communication. Nadina has been involved in ESMA for the last five years, as a volunteer, member and administrative officer. Last year she joined the ESMC 2016 Committee to work on the third European Social Marketing Conference.

capturing | spreading | nurturing | good practice

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European p Social Marke keting n Conference

www.wsmconference.com/espoo-2016

Espoo Finland, 21 - 23 September 2016

poster sessions 1: Social marketing for hard-to-reach groups: Use of humour and sense of communality Anne Salmi, Senior Specialist, Finnish Institute of Occupational Health (FIOH) Nina Nevanperä, Researcher, Finnish Institute of Occupational Health (FIOH) Minna Savinainen, Specialist Researcher, Finnish Institute of Occupational Health (FIOH) Jaana Laitinen, Director, Finnish Institute of Occupational Health (FIOH)

5: A Literature Review of Measuring the Impact of Artistic Activism George Perlov, Principal, George Perlov Consulting

2: Ageing is beautiful - photo exhibition as a marketing tool for Gymnastics Clubs to move elderly Mrs Taru Tanskanen, Project Coordinator, Finnish Gymnastics Federation Mrs Helena Collin, development and marketing manager, Finnish Gymnastics Federation

7: The Male Health Interface: Can We Do It Better?

Kieran Geary - PhD Student, Cork Institute of Technology, Cork, Ireland Maurice Murphy - Lecturer, Cork Institute of Technology, Cork, Ireland

3: Identifying the Need for Upstream Social Marketing in Child Welfare Services Jonna Heliskoski, PhD Candidate, Hanken School of Economics Pia Polsa, Associate Professor in Marketing, Hanken School of Economics

4: Thanks for Friendship in Live and in Social Media Jonna Forsman, Culture Coordinator, City of Kuopio, Finland

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6: Feel-Bad-Movies and a Better Life? A Film Analytic Approach to Audiovisual Communication in Social Marketing Thomas Scherer, PhD Student, Cinepoetics - Center for Advanced Film Studies (Freie Universität Berlin)

8: 12 Men: Portraits of men with prostate cancer Petra Tirkkonen, Director, Healthcare Communications, Cocomms OySini Sarvanne, Communications Planner, Cocomms Oy

9: Public Campaign Against Water pipe Tobacco Smoking in Turkey Tuba Durgut, Turkish Green Crescent Society

10: Move for Health Pop up Action Day: One Life Project launches open pop up day for sports and physical exercises Eija Seppänen, Communication Manager, One Life Project (Finnish Diabetes Association, Finnish Heart Association and Brain Association) Marjut Niemistö, Marketing Manager,One Life Project (Finnish Diabetes Association, Finnish Heart Association and Brain Association)

11: Worthy Waste: A Contradiction Between Aspiration and Reality at Glastonbury Festival Briony Whitaker, Lecturer, Marketing and Events Management, University of the West of England

12: A Mindset Needed Is Built on Heart and Fact Anne Leppänen, Researcher, Ahaa Tutkimuspalvelu

13: Happy Together: A Peer Model for Parents and Children at the Age of 10 to 13 Aino Alaverdyan, Ånni project, co-operative partner: Music Against Drugs NGO

15: Toimeksi.fi Online Service and Social Marketing among NGOs Tytti Kurtti, Technical Specialist, The Association for Social Affairs and Health in Northern Ostrobothnia

16: Social marketing: A tool for managing noncommunicable diseases?

Marwa Al Hinai, PhD Researcher, The University of Edinburgh Dr. Mary Brennan, Senior lecturer, The University of Edinburgh Dr. Dahlia El Manstrly, Lecturer, The University of Edinburgh

17: The effect of a tray placemat on fruit and vegetable consumption among students and employees Dr Gitte C. Kloek, Senior lecturer, Research Group Healthy Lifestyle in a Supporting Environment, The Hague University of Applied Sciences, The Hague, The Netherlands Prof Sanne I. de Vries, Professor, Research Group Healthy Lifestyle in a Supporting Environment, The Hague University of Applied Sciences, The Hague, The Netherlands

14: Equity matters Marja Vaarama Professor in Social Work & Effectiveness of Personal Social Services, University of Eastern Finland, Department of Social Sciences

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18: Nudge Marketing: An examination of the effects of nutrition labelling Clidna Soraghan, Graduate Teaching Assistant, Edinburgh Napier University

19: Reducing Consumption of Confectionery Foods: A posthoc segmentation analysis using social cognition theory Dr Paul Naughton, Lecturer, The Business School, Edinburgh Napier University, Edinburgh, UK Dr Mary McCarthy, Senior Lecturer, Department of Food Business and Development, University College Cork, Ireland Dr Sinéad McCarthy, Senior Research Officer, Food Market and Consumer Research Group, Teagasc, Ashtown, Dublin 15, Ireland

20: Do not forget me! Factors influencing the effectiveness of mobile reminders Emilie Esterzon, PhD Candidate in Marketing Teaching Assistant in Mathematics, Université libre de Bruxelles

21: The Effect of a Social Marketing Intervention on Children’s Adherence to the Swiss Nutrition Guidelines Natalie Rangelov, Doctoral researcher, BeCHANGE Research Group, Institute for Public Communication (ICP), Faculty of Communication Sciences, Università della Svizzera Italiana Sara Della Bella, Postdoctoral researcher, BeCHANGE Research Group, Institute for Public Communication (ICP), Faculty of Communication Sciences, Università della Svizzera Italiana Dr. Pedro Marques-Vidal, Associate Professor Internal Medicine, Faculty of Biology and Medicine, University of Lausanne, Lausanne University Hospital (CHUV), Lausanne, Switzerland Professor. L. Suzanne Suggs, Associate Professor, Institute of Global Health Innovation, Faculty of Medicine, imperial College London, London, UK BeCHANGE Research Group, Institute for Public Communication (ICP), Faculty of Communication Sciences, Università della Svizzera Italiana

23: Self-persuasion on Facebook: Reducing alcohol consumption by posting antialcohol arguments Jeroen Loman (MSc), PhD candidate in Communication Science at the Behavioural Science Institute, Radboud University (the Netherlands).

Dr. Arnoud Oude, Groote Beverborg, Wissenschaftlicher Mitarbeiter der AG Schulforschung / Schulpädagogik, Johannes Gutenberg Universität Mainz (Germany).

Dr. Barbara Müller, Assistant professor of Communication Science, Behavioural Science Institute, Radboud University (the Netherlands).

Prof. dr. Rick van Baaren, Professor of Behavioural Change and Society, Behavioural Science Institute, Radboud University (the Netherlands).

Prof. dr. Moniek Buizen, Professor and Chair of Communication Science, Behavioural Science Institute, Radboud University (the Netherlands).

24: When sugar becomes salient...? The role of non conscious motivation in healthful choices for self and significant others Anumeha Sah, doctoral researcher, Henley Business School, Reading, United Kingdom

25: Bridging the gap between service providers and people (H2020 EMPOWER project) Caroline van der Weerdt MSc, TNO, Consultant Consumer Behaviour Dr. Anders Hjalmarsson, PhD, Viktoria Swedish ICT AB, Senior Researcher in IS for Smart Mobility

26: Social Advertising - A Russian Perspective Jeff French, Chief Executive of Strategic Social Marketing Ltd Elena G. Popkova, Volgograd State Technical University, Volgograd, Russia Tatiana Litvinova, Volgograd State Agrarian University, Volgograd, Russia

22: Meanwhile on the other side: Comparing digital media and smart technology use for promoting food attributes in NZ, Asia and UK Sini Miller, Research Associate, Lincoln University

capturing | spreading | nurturing | good practice

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European p Social Marke keting n Conference

www.wsmconference.com/espoo-2016

Espoo Finland, 21 - 23 September 2016

notes‌

32

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#esmc16

#SocMar

capturing | spreading | nurturing | good practice

33

European p Social Marke keting n Conference

www.wsmconference.com/espoo-2016

Espoo Finland, 21 - 23 September 2016

notes‌

34

another conference by fuse events - fuseevents.org

#esmc16

#SocMar

capturing | spreading | nurturing | good practice

35

capturing spreading nurturing good practice...

Aalto University, Otaniemi, Espoo, Finland – 21-23 September 2016 Sponsored by

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