A message from the Chair of the ESMA Board
Dear fellow social marketers,
Welcome to our first newsletter for 2022. As we are slowly emerging from the more acute phases of the pandemic which has transformed our lives, we are now facing a humanitarian crisis and the challenges brought by the horrific events in Ukraine. You can read more about our support to Ukraine in this newsletter. More than ever, our community is needed to support our societies through our work for social good. As we started planning for 2022 the ESMA Board looks forward to working more to support our mission, develop meaningful ways of interaction with our community and support knowledge and learning sharing for a positive social impact. We will keep you informed of these developments. Until then we look forward to seeing many of you at the social marketing conferences (UK, European and World) that will take place this year.
Best wishes,
Dr Nadina Luca, Chair of the ESMA Board
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Social Marketing Key Concepts and Principles. Italian edition
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“Social Marketing Key Concepts and Principles” è un corso online autogestito di tre moduli sempre disponibile e che può essere studiato ad un ritmo che si adatta alle esigenze degli studenti. Questo breve corso che richiederà circa cinque ore per essere completato è un punto di partenza ideale per altri corsi più avanzati e specializzati offerti da iSMA, dalle sue associazioni affiliate e da partner accademici.Il contenuto di questo nuovo corso è focalizzato sull’applicazione del Social Marketing in una vasta gamma di campi tra cui salute, ambiente, giustizia sociale e sviluppo sociale che riflettono gli SDG delle Nazioni Unite.
Il corso è tenuto da Jeff French, Sarah Cork, John Landels.
L’edizione italiana è a cura di Giuseppe Fattori
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News from our National Representatives
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Ireland
We are delighted to announce that Dr Sinead Duane, one of Ireland's senior and leading social marketers, has agreed to act as Ireland’s national rep for ESMA. Welcome, Sinead and many thanks to Dr Christine Domegan, our previous national rep for Ireland.
Italy
A collaboration between the Italian Social Marketing Association (Marketing Sociale) and the International Society of Doctors for the Environment has begun. The associations will explore social marketing applied to health and the environment. More info: https://marketingsociale.net/community-based-social-marketing-per-la-salute-e-lambiente/
Marketing Sociale - Italian Social Marketing Association - has created a new space on its website where they publish international news on social marketing: https://marketingsociale.net/esma/
Spain
Dr. Marco A. Cruz (Universidad de Málaga), Dr. Gonzalo Díaz Meneses (Universidad de Las Palmas de Gran canaria) and Dr. Carla Rodriguez-Sanchez (Universidad de Alicante) are taking up the task of building a database with those who are devoted social marketers in Spain. Social marketing has immense potential for social transformation, but these possibilities are not yet optimally exploited in Spain. There is a lot to do and if we know what critical mass we are, we will have started to work a little in the right direction. Would you like to be included in this promising database? If you do, please, email: mksocialspain@gmail.com with your name and affiliation.
Slovenia
The Slovenian social marketing association is planning to hold a national conference in late 2022 to further promote the association and a social marketing approach to behaviour and social change in Slovenia. We will provide more details as they become available.
ESMA is always on the lookout for more national representatives. In particular, we are short of representatives from Scandinavia and eastern and central Europe. Our current national representatives can be found on our website at ESMA National Representatives. If you are interested in taking up a role, please contact us via info@europeansocialmarketing.org.
Some useful links
Here are some useful links to a range of European Social Marketing institutes.
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From our European Social Marketing Association (ESMA) we want to show our solidarity with the Ukrainian people:
- We make our association's social marketing learning resources available to the Ukrainian people, in case you are interested, send us an email at info@europeansocialmarketing.org.
- Work is under way for resources on social marketing and conflict that we hope to be able to share with our entire social marketing community in the future.
- More specifically, we are happy to provide conference places free of charge to anyone from Ukraine who wishes to attend the European Social Marketing Conference. All you need to do is email euro@wsmconference.com and request a place.
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Social Marketing Conferences
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The 5th European Social Marketing Conference
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We are very pleased to announce the final and confirmed dates for the 5th European Social Marketing Conference: “PEOPLE, PLANET, SYSTEMS AND SOLUTIONS” ADDRESSING WICKED PROBLEMS IN A RAPIDLY CHANGING WORLD.
It has been a long time coming and we deeply appreciate the patience you have all shown in waiting for these dates. We have all had to navigate very uncertain times over the last two years and we hope that this event will provide a much needed (and overdue) meeting of European behaviour change professionals.
How can I take part?
The best way to take part is simply to attend the event! However, If you have a case study, workshop idea, interactive learning session, new theory or research findings which you wish to present at the conference then simply submit an abstract of your work for peer review. Abstracts are 1000 words maximum and we have useful submissions templates to help make your application as easy as possible. Abstracts which are successfully reviewed (the process is competitive!) will be selected for inclusion in the conference programme.
There will also be a third and final call for submissions for the event, the deadline for submissions is 15th April.
If you are a member of iSMA, ESMA, AASM or SMANA means you are eligable for a 10% discount when you book for any World Social Marketing event, including ESMC 2022. Please contact your membership representative or log-in to the member area of your association website to access the booking code you will require to redeem this discount.
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Exclusive workshops for conference attendees
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We are offering a range of workshops exclusively to conference attendees. These sessions not only provide a great opportunity to learn from a range of experienced leaders in the field, but also provide the perfect warm up to the live event itself. We hope to see you in the classroom soon!
22 June 2022:
09:30 to 17:00 WORKSHOP- Planning and evaluation: Social Marketing projects and programmes (English Language Workshop)
Speakers: Professor Jeff French
The aim of this interactive workshop session will be to explore in detail the key elements necessary when planning and evaluating Social Marketing projects and programmes.
09:30 to 17:00 WORKSHOP- Social Marketing as a tool for social change (Greek Language Workshop) | Κοινωνικό Μάρκετινγκ
Speakers: Dr Ariadne Kapetanaki, Leonidas Skerletopoulos, Angela Makris
In this interactive workshop you will learn about a modern approach that focuses on delving deep to understand the fears, needs, motivations and obstacles that people face in their effort to adopt a healthy lifestyle or free themselves from harmful habits.
09:30 to 12:00 WORKSHOP- The Value of Social Marketing: a practical introduction to key principles
Speakers: Sarah Cork
This session is ideal to those new to the field and will give you a practical overview of the main principles of Social Marketing. Giving a good basis to benefit from all the coming lectures, presentations and workshops at the conference itself.
13:00 to 17:30 WORKSHOP- Researching Your Audience: practice the skills to conduct in-depth research to inform audience-led social marketing programmes
Speakers: Rita Brophy
The course is designed and delivered by an ESMA Board member, Rita Brophy, who will draw upon examples from her work to illustrate the teaching in this workshop and will use the Stela* social marketing tool to demonstrate the role of research at each stage of a social marketing programme. The workshop will be upbeat, creative and insightful – we hope to see you there!
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At the European Social Marketing Conference we will also have a special session with key Speakers who are world leaders in social marketing. These are the latest confirmed speakers:
Prof. Doug Evans, George Washington University , USA
Talk Title - Digital Media for Behaviour Change: Evidence for Social Marketing
Doug Evans is a Professor of Prevention and Community Health, and of Global Health, and Director of the Public Health Communication and Marketing Program at the Milken Institute School of Public Health. Dr. Evans focuses on the translation of marketing and communication strategies into interventions designed to promote adoption of health behaviours and avoidance of health risk behaviours, both in the United States and in low and middle income countries (LMIC) worldwide. He primarily works in 3 areas: 1) the application of branding principles to behaviour change, 2) design and evaluation of interventions using digital technologies such as social media and other mobile phone features, and 3) reducing health disparities and improving health equity through marketing and communication.
Dr. Christine Domegan, NUI Galway, Ireland
Talk Title - A Pandemic, Climate Change, War and Provisioning Systems, the next normal for Social Marketing
Christine is Senior Lecturer in Marketing at the National University of Ireland, Galway, Adjunct Professor of Marketing at Griffith University in Australia, Honorary Associate Professor at Stirling University in Britain and Visiting Professor at University of South Florida. A Pandemic, climate warming, war, and much more bring crises that change the patterns of daily life in human communities, directly impacting the provisioning systems that form in a community to meet the needs and wants of individuals, groups, and entities for goods, services, experiences, ideas. The diversity of provisioning systems in a community that enables crisis resilience, but limits efficiency and control, are complex, multi-level, non-linear evolutionary systems, often unpredictable, and lacking direction. Balancing a desire for stability and an appetite for diversity, innovation, and change in shaping a provisioning system is like walking a narrow corridor on the edge of chaos. Achieving balance, avoiding slipping into chaos, rests on the management of a set of complex social mechanisms; delivery platforms, stakeholders, technology and value exchanges. Recovery from crisis is not an event, it is a complex, continuing process. This is the next normal for social marketing.
Peter Economides, Greece
Talk Title – Everything Communicates
Peter Economides is a brand strategist and one of Greece’ most famous marketing thinkers. His work is focussed on change - on the strategic responses to shifting culture, consumer habits and behaviour, and the challenges of regional and global expansion. His view is that brand strategy needs to be spherical and all encompassing, touching every aspect of the business organization and process. As he says, “everything communicates” and “strategy is nothing without a universally compelling, and individually enchanting big idea that engages and aligns people inside and outside the corporation.”
Leah Morantz, Head of Communications, Public Health Wales, UK
Talk Title - Tackling the COVID-19 Pandemic, a National Government Perspective. Lessons learned and battles won.
After a senior career in commercial and financial communication for Lloyds Bank and a wide range of advocacy work, including chairing the Maternity Services Liaison Committee for her local health board and later becoming Co-Vice Chair of the Women’s Network of the Royal College of Obstetricians and Gynaecologists in the UK, Leah took on the challenge of shifting to her first public sector role, as Head of Communications and Stakeholder Engagement for Public Health Wales. She has led internal and corporate communications, media relations and public campaigns since 2016. Leah’s team led the communications response to the Covid-19 pandemic in Wales, working seamlessly with partners across the public sector to protect the health and wellbeing of the people of Wales.
Dimitris Skourogiannis, The Periplus Project, Greece
Talk Title - Can a design experiment become a true factor for change in rural Greece?
The Periplus project and workshops are an initiative having a huge impact in Greece and further afield. Founded by Dimitris Skourogiannis, a multidisciplinary designer and lifelong advocate of design’s ability to change things for the better. He is a firm believer that creativity is a unique potential, hidden amongst human capabilities waiting to be properly nourished and dynamically flourish and that the future belongs to those who can finally see beyond the obvious.
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The 7th World Social Marketing Conference
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SAVE THE DATE
THE 7TH WORLD SOCIAL MARKETING CONFERENCE
Brighton | 5 – 8 September 2022
After fourteen years we're please to announce that the World Social Marketing Conference is coming home to Brighton, the location of the first World Social Marketing Conference in 2008.
Now more than ever the world needs effective solutions to real systemic and global health, environmental and social issues. This conference is proud to be part of the solution by bringing together professionals from a wide range of sectors and disciplines all of whom are passionate about creative positive change.
The conference website and call for submissions to the conference programme will launch very soon as will early registration (a limited number of tickets will be available at reduced cost).
We look forward to seeing you all in September.
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Marketing for Social Impact UK
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MARKETING FOR SOCIAL IMPACT UK | 18 May 2022 University of Brighton
Creating Sustainable Cross-Sector Action & Behaviour Change
The University of Brighton, The Chartered Institute of Marketing, the European Social Marketing Association and Fuse Events are proud to announce that in 2022 the first Marketing for Social Impact UK event will be launched.
This event aims to foster a cross sector approach to help share, explore and co-produce solutions to health, social and environmental challenges that we all face. By working together, participants will have the chance to explore new ways of thinking, new ways of doing and have an opportunity to make new connections and partnerships.
Attendance at this event is limited to 80. Register now to take part.
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Courses, calls for papers and other resources
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SSPH+ Lugano Summer School in Public Health Policy, Economics, and Management
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Join the 31st edition of the SSPH+ Lugano Summer School in Public Health Policy, Economics, and Management for another year of mutual learning for change!
The School offers high-quality courses Monday – Saturday, 22 – 27 August, with an online pre-course 16 & 18 August.
Each of the courses aims to strengthen health systems by preparing practitioners, researchers, and graduate students to tackle health challenges across the globe by learning from each other and reduce the gap between research, policy, and practice. Several of the courses are facilitated by seasoned social marketers, including Dr. Nadina Luca, Ms. Yana Manyuk, and Prof. Suzanne Suggs.
You can join online from anywhere in the world, or on-site in Lugano. Course fees have been designed to make the course accessible to a world-wide audience. A limited number of scholarships are also available!
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PhD Course: Advances in Marketing Strategy Research
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PhD Course: Advances in Marketing Strategy Research - June 8-9, 2022
Aim
The course aims to: provide knowledge on emerging trends in marketing strategy, yield insights into how to successfully publish in marketing strategy research, and teach about emerging methodological approaches in marketing strategy research.
Course content
This course will familiarise participants with emerging trends in marketing strategy research with focus on special topics in marketing strategy research and how to become an engaged marketing strategy research scholar avoiding pitfalls. In addition, it will provide participants with insights into how to successfully publish marketing strategy research in academic journals with focus on how to position their marketing strategy research and how to get their research successfully through the review process. Finally, it will teach participants how to use emerging methods in their marketing strategy research with focus on using meta-analysis as an emerging method.
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WEBINAR: Evaluating Social Marketing Programs
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Webinar: Monitoring and evaluation are important to measure progress and assess the impact of behaviour change programs.
Presenter: Associate Professor Joy Parkinson, Research Director for Social Marketing @ Griffith
When: 8 April 2022
Monitoring and evaluation are important to measure progress and assess the impact of behaviour change programs. Increasingly a robust and well-designed monitoring and evaluation framework is also required by the agencies that fund projects. In this webinar, Dr Joy Parkinson will provide an example of a large-scale evaluation and will cover:
• The value of using a theory to guide program evaluations
• How to construct a Program Logic model
• How to design a monitoring and evaluation framework
The session will give you a better understanding of the various components of evaluation and a methodology to use for evaluating your future social marketing campaigns.
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Social Marketing’s Role in Racial Equity
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The year 2020, with its anti-racism social movements and protests around the world, reminded us that, despite our greatest achievements, the problems related to racism still undermine progress in many societies. Authors such as Grier & Poole (2020) have opined that social marketers have not given sufficient attention to issues related to race or racism, perhaps because of the potentially sensitive and controversial nature of this topic. The world’s problems linked to racial inequity are longstanding and deeply institutionalized. Myriad campaigns have been implemented to address aspects of diversity, race relations and equitable access for racial minorities. Achieving racial equity requires a sustained, systemic, multi-stakeholder, and global effort to continue chipping away at the root of this problem and its unforeseen consequences that tend to compound other social matters. Can social marketing contribute to racial equity? How can social marketers help promote racial equity?
This special issue reflects on social marketing’s role in addressing race and racism. It invites you to submit systematic reviews, scoping reviews, conceptual papers, empirical articles, or case studies. All submissions will undergo peer review.
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Call for Chapters: Responsible Consumption and Sustainability
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Call for Chapters Responsible Consumption and Sustainability: Case Studies from CSR, Social Marketing, and Behavioral Economics. Book Series “Springer Texts in Business and Economics”
SPRINGER
Editors: Enrique Carlos BIANCHI (enrique.carlos.bianchi@unc.edu.ar), National University of Cordoba (Argentina);
José Luis VAZQUEZ BURGUETE (jose-luis.vazquez@unileon.es), University of Leon (Spain);
M. Mercedes GALAN - LADERO (mgalan@unex.es), University of Extremadura (Spain);
Ana LANERO CARRIZO (ana.lanero@unileon.es), University of Leon (Spain)
The aim is to create a book where we can find high-quality cases about the actions carried out by companies to minimize the social and environmental impact of the products (goods and services) their launch on the market, and on the education campaigns that promote behavioural changes and new sustainable lifestyles that have been developed by all kind of organisations (Public Administration, NGOs, and businesses), preferably from Corporate Social Responsibility, Social Marketing, and Behavioural Economics perspectives.
International cases are particularly welcome. The chapters should be written for classroom use; that is, the cases should be written in a manner which help students in business schools / universities and their lecturers.
If you are interested in publishing a chapter in this book, please send an email to enrique.carlos.bianchi@unc.edu.ar, jose-luis.vazquez@unileon.es, mgalan@unex.es and ana.lanero@unileon.es before 30th April, 2022, including:
a) A proposed title
b) The main idea of the case including the theoretical approach or perspective that the case will be based on.
c) Authors’ names and affiliations.
d) An abstract of up to 500 words.
e) A list of up to 5 keywords.
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The Minnesota Zoo is seeking proposals to support a new community-based social marketing project
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Project name: Social Science-based Approach to Fostering Conservation Behaviour Change
Details: The Minnesota Zoo requests proposals for a social science-based approach to developing a research-supported public engagement campaign in order to foster conservation behaviours beneficial to Minnesota mussels and waterways. The ideal responder will have practical experience with Community Based Social Marketing or similar conservation behaviour change methodologies.
Using a social science framework for fostering conservation behaviour change, the contractor will identify the specific behaviours the public can participate in that will have the greatest impact on water quality and mussel health. With the Zoo team, the contractor will then develop a strategy to reduce any barriers, and enhance any perceived benefits the public has with regards to participating in that specific behaviour. Finally, the strategy will be implemented, evaluated, and refined to produce the greatest positive impact on water quality and mussel health across Minnesota.
Work is anticipated to start after April 18, 2022.
Opportunity is posted in the March 16th issue of the Minnesota State Register page 15.
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FREE access to Social Marketing Quarterly (SMQ) with your ESMA membership
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Remember that, among all the benefits you have as a member of ESMA, you have free access to the articles of the leading academic journal in social marketing: Social Marketing Quarterly (SMQ). Peer-reviewed and published quarterly, SMQ is a scholarly, international journal focused exclusively on the theoretical research and practical issues confronting academics and practitioners who use marketing principles and techniques to benefit society.SMQ targets social marketers, communicators, and social science professionals who change the world through protecting the environment and improving people's health, safety, and financial well-being.
The latest issue is not to be missed. It covers topics such as lessons learned from ‘unsuccessful’ social marketing campaigns, a history of social marketing in Latin America, formative research for high impact landscape irrigation conservation behaviour, understanding food shopping behaviours of young mothers, using facial expression analysis to understand deceit and disinterest in on-line surveys, and a reflection on the generation of personal data during the pandemic and implications for social marketing.
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Celebrating Lessons Learned from “Unsuccessful” Social Marketing Interventions
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One of the most important points when we work in social marketing is the monitoring and evaluation of our programs to learn from our mistakes. That is why this editorial note titled "Celebrating Lessons Learned from “Unsuccessful” Social Marketing Interventions" by Sameer Deshpande from Griffith University (Australia) in Social Marketing Quarterly cannot be more interesting.
"Exploring adverse results of social marketing initiatives, this curated issue of Social Marketing Quarterly contributes to contemporary thinking on publication bias in social marketing and beyond. We are happy to present research and practice examples of unsuccessful efforts, with an emphasis on lessons learned and the valuable insights that these experiences hold". Acces here.
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Social Media for Behaviour Change (SM4BC) Toolkit
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This toolkit created by Nedra Kline Weinreich (Weinreich Communications) will help you to learn and apply the most important concepts of behaviour change to use in your social media planning, content development and outreach. In fact, the ideas you’ll gather here can help you with all aspects of your program’s communications and project design. The activities described in this toolkit fit in well with a community engagement and accountability approach, with a basis in listening to communities’ needs and feedback and encouraging participation in the process.
The content and examples in the toolkit are geared towards those working in the areas of disaster preparedness and disaster risk reduction, with a special focus on issues related to the Latin America and Caribbean region. However, the core concepts are applicable across the board, no matter what type of behaviour change you are working towards or where in the world you happen to be.
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Behavior Change for Agriculture
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The Center for behaviour and The Environment (Rare) along with others partners have created a new behaviour-centred guide targeting practitioners to design solutions for adoption of key behaviours with the biggest implications for climate change and farmers’ livelihoods.
This guide is focused on specific behaviours such as save native seeds, restore and manage soils, conserve and manage water and record, monitor, cultivate smartly.
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Behavioural and social sciences are critical for pandemic prevention, preparedness and response
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Open letter to the Bureau of the Intergovernmental Negotiating Body to strengthen pandemic prevention, preparedness and response.
Behavioural and social sciences are critical for pandemic prevention, preparedness and response
Recently, the members of the World Health Organisation (WHO) Technical Advisory Group on Behavioural Insights and Sciences for Health have written an open letter to the Bureau of the Intergovernmental Negotiating Body ask them to explicitly include the following points:
1) "Our first suggestion is that you consider including uses of behavioural and social sciences in pandemic prevention, preparedness and response at relevant places in the international instrument."
2) "We propose the inclusion of at least one article focusing on critical behavioural and social actions for pandemic prevention, preparedness and response. One example of this is “intensify and target risk communication, strengthen community engagement, empowerment and support, addressing community concerns, combating misinformation and building trust” as highlighted by the WHO Director-General in his charge to countries at the World Health Assembly in 2021".
3) "We propose that experts in behavioural and social sciences should be included as members of the Intergovernmental Negotiating Body or as advisors. We, together with WHO Headquarters’ behavioural sciences team, can help source these experts".
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Applied Social Marketing and Quality of Life
Case Studies from an International Perspective
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Editors: M. Mercedes Galan-Ladero Reynaldo, University of Extremadura (Spain) and Reynaldo G. Rivera, Austral University (Argentina).
This book covers approaches to social marketing from a quality-of-life marketing philosophy with cases from across the world. It analyses social marketing strategies related to the COVID-19 pandemic. It facilitates easy replication to other contexts through clear explanations on the development of social marketing strategies. Read more.
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Social marketing: ready to help revolutionise marketing education
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This article titled "Social marketing: ready to help revolutionise marketing education" by Fiona Harris from The Open University, Milton Keynes (UK), published in the Journal of Social Marketing aims to explore ways through which social marketing could help to revolutionise marketing education and argues that this change is needed now. The world is confronting a variety of serious challenges, including a global pandemic, an urgent climate emergency and overdue social transformations. Social marketing, with its far-sightedness, holistic systems thinking and genuine concern for the well-being of society and the environment, is ideally positioned to step forward to help accelerate the transformation of marketing education for the next generation of marketers. Read more |
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Examining 50 years of social marketing through a bibliometric and science mapping analysis
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Action Research is currently seeking candidates to fill a full-time Research Manager opening in their Oceanside, California office. This position is intended to develop and implement quantitative and qualitative methodologies that support audience research, pilot testing, and evaluation phases of behaviour change outreach campaigns in the domains of environment, health, and public safety. The Research Manager is responsible for supervising research staff, managing research activities, and maintaining efficient use of resources to meet research objectives. The position is also responsible for oversight of staff development activities related to the research capacities of the organisation. Complete details and application instructions are attached. Applications will be accepted until April 8th, 2022 by email: tabanico@actionresearch-inc.com.
Job announcement from Civilian Agency. Account Supervisor, Public Health (Multiple Locations). This position involves developing & executing social marketing projects, and could be remote (ideally based in San Diego, LA, Sacramento, or DC). More info
Three Post-Docs in Behavioural or Experimental Economics, 3+3 years, University of Heidelberg (Germany). Postdoctoral fellows will have the opportunity to do independent research in their respective fields. In addition, they are expected to actively interact with other researchers at the Experimental/Behavioural economics group of the Department of Economics Department of Economics. The successful candidates should hold a PhD in economics or a related field. German language skills are not a requirement. More info
Applications are invited for a fully-funded 3 year PhD in the Faculty of Business and Law at the University of Portsmouth to commence in October 2022. This position is to work on the project titled "Consumer engagement in cause-related marketing: the positive outcomes of consumer empowerment and personal relevance". Interested candidates should have a background in the social sciences, preferably in marketing or psychology/consumer psychology. Candidates should have some knowledge of quantitative research methods; specifically, a knowledge of experimental methods would be appreciated. Candidates without such experience should be willing to develop their skills in this area as part of the project. More info
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Share your news
If you have any news about seminars, calls for papers, published books/articles, events, etc. that you would like to share with the social marketing community, do not hesitate to get in touch. We will share these in our newsletter and on our other communication channels. Email us at info@europeansocialmarketing.org
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Follow us!
If you want to keep up to date with news from ESMA and other social marketing organisations, as well as current topics in social marketing (courses, events, calls for papers, job positions etc.) follow us on our Social Networks. We are creating a beautiful community of social marketers... we are already more than 1000!
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