Conference Programme

Wednesday 14 November

09.30 - Welcome and Introduction: Chair Professor Jeff French

09.40 - Keynote presentations - click for details

Jackie Burdon Head of Communications, Switchover Help Scheme [download]
The Switchover Help Scheme – "leaving no-one behind"

Digital switchover has meant compulsory change to the way we receive television, a service which is central to many people's quality of life, not least some of the most vulnerable people in the UK. Yet the five year project has gone remarkably smoothly, with negligible adverse comment or reports of excluded groups. How did the Switchover Help Scheme design and implement an engagement programme which aimed to reach every older and disabled person in the UK? Jackie Burdon, Help Scheme Head of Communications, outlines how social marketing approaches were critical to the successful delivery of a programme tasked with "leaving no-one behind."

Dan Metcalfe Head of Planning and Strategy, Department of Health & John Bromley, Managing Director, the National Social Marketing Centre (NSMC) [download]
Social marketing – the evolving role of national and local programmes

10.40 - Discussion - time to reflect, question and debate issues raised in the keynote presentations

11.00 - Coffee and networking

11.30 - Keynote presentations - click for details

Peter Roach Managing Director Socialtec International (former Head of Social Marketing, Durex) [download]
Developing practice of social marketing in the UK

This will focus on the role of the CIM's market interest group for social marketing which has over 1,100 members drawn from a wide range of backgrounds including charities, the NHS, local authorities, consultancies and the private sector.

Siobhan McCann Head of Campaigns and Communications, Drinkaware [download]
Changing the way we drink

Tom Latchford CEO, Raising IT
Turning Slacktivists into Superheroes through Social Media

This presentation puts the emphasis on the real emotional elements of marketing and engaging people with a cause or company, and shows how by progressing interactions into transactions over time, and by creating advocates, your organisation can scale through word of mouth.

13.00 - Lunch and networking

14.00 - Choice of 6 Seminars - click for details

1 - Elaine Wilson Director, Wampum Ltd, Marketing and Behaviour Change Consultancy. [download]
Getting Your Workforce Workfit

Getting staff successfully involved in physical activity. Inspired by the Olympics and the health legacy agenda, it is a social marketing evidence based, best practice model which has been incorporated by the NHS and other private sector businesses.

2 - Spencer Robinson Hull York Medical School [download]
Social Return on Investment and Social Marketing

The session will aim to increase individual's knowledge of Social Return on Investment (SROI) and the benefits of its framework which can support the evidence base of health related behaviour change interventions. To increase the awareness of the method and the value of SROI brings in contributing to the Social Marketing agenda and consider the interplay between both distinct sets of frameworks. An example of a SROI will be shared within the context of a social marketing intervention delivered in 2010 on the early detection of lung cancer in deprived communities in Hull and East Riding.

3 - Kelly Evans Director and Founder, Social Change UK
Health by Stealth: why deception is a key ingredient in behaviour change

Not everyone is willing to change. Even if we make it easy or offer fantastic exchanges there is often a group of people who can't and won't change. This seminar will highlight a UK project that took the 'health by stealth' approach and changed consumers without them knowing - with amazing results. Highly commended at the recent HSJ awards, this project is a perfect example of how to tackle a difficult problem and win. Kelly will also focus on how to facilitate partnerships between the private sector and public sector to enable change on an industrial scale.

4 - Harjit Kooner Managing Director, HB Consultancy
Early Detection of Lung cancer

Lung cancer is the 2nd most common cancer in the UK. It is one of the few cancers where there is a clear cause in many cases. This project aims to explore whether a significant marginal improvement can be made in high risk communities, by identifying whether a faster diagnosis leads to greater patient benefits. Previous work has shown that process and pathway care for referral to specialist need to be effective and timely. This project aims to develop behaviour change in those patients who would delay seeking medical advice by raising awareness and having a specific call to action.

5 - Zoe Stanton, Director, Uscreates
Can the public sector successfully partner with the private sector to achieve positive social impact?

An interactive session exploring the opportunities, benefits and pitfalls for public sector organisations working with businesses to have a positive social impact.

The workshop will be a chance to preview new research into positive social impact with both the public and private sectors carried out by the Business Social Impact Initiative (BSII) team at Uscreates.

Hosted by Uscreates, this session is sure to be engaging, interactive and thought provoking.

6 - Tessa Allgeier Independent Consultant, University of Brighton, with Andy Reynolds, Director of Prevention and Protection, East Sussex Fire and Rescue Service [download]
Embedding social marketing practice in Fire and Rescue services: hearts, minds and models

This session looks at how one Fire and Rescue service is tackling hearts and minds, and delivering an embedded approach to social marketing. Strategic marketing's focus on segmenting, targeting and positioning resonates with public services who want to do more with less and deliver sustainable community engagement. But how does the greater good of social marketing square with individual ideas of fire safety and risk? And how can Fire and Rescue marketers balance messages about (general) social good with interventions that mitigate for individual harm? This exploratory workshop will review how Fire and Rescue services are well placed to deliver embedded, strategic social marketing practice.

15.00 - Tea and networking

15.30 - Keynote presentation - click for details

Professor Rebekah Russell-Bennett Queensland University of Technology/Strathclyde University [download]
The Use of Service Thinking in Social Marketing: MumBubConnect- incorporating technology in a peer-support service to help new mothers with breastfeeding

Use of mobile phones as a service delivery channel is one of the few technological options with high coverage and pervasiveness across socioeconomic, age and gender, therefore making it a viable option for broad public health programmes (Tanguay and Heywood 2007; Holman 2009). Specifically text messaging offers the benefits of immediacy, privacy, accessibility, convenience and personalisation (Fogg and Eckles 2007). MumBubConnect was developed by the research team and is the world's first social marketing intervention that provides two-way SMS, online and telephone infant-feeding support to Mothers. The intervention ran for an 8-week trial and aimed to increase social-support seeking behaviour (Vitaliano et al. 1985) and self-efficacy (Bandura 1977). SMS technology has ubiquitious appeal and in particular allows access to women who are usually difficult to access through more traditional peer support campaigns, this includes women who are younger, have low levels of education, low incomes or who live in regional areas. MumBubConnect not only provided professional help and support but empowered Mothers in their ability to breastfeed and problem-solve feeding issues. The results indicate significant increases in social support seeking behaviour, self-efficacy and positive emotions. Breastfeeding loyalty was maintained throughout the trial which compares with marked decreases in the general population.

This presentation will be of interest to anyone interested in the use of SMS or social media for behaviour change programs or health and nutrition in infants in general.

Will Linden Analyst Coordinator, Violence Reduction Unit.
David's Story

Nothing is more powerful than a simple, human story when it comes to engaging stakeholders.

Violence is a wicked problem and there are no simple solutions. The Violence Reduction Unit (VRU) in Scotland has adopted a long term public health approach to tackling violence at all levels. Over the last few years there has been a cultural shift in attitudes not only at a partnership, strategic and policy level there is now real signs of change on the ground. One of the most powerful attitudinal change tools that the VRU has used over the last few years is the 'David's Story' presentation.

Created in 2008, 'David's Story', is a presentation charting how a young boy came to be a murderer - and how his fate might have been changed. Bringing to life all the complex interagency issues involved when dealing with problem individuals, 'David's Story' resonates with agencies all over the world and demonstrates the potential consequences of failure to deliver adequate coordinated support.

16.30 - Discussion/ Going forward: Professor Jeff French is joined by leading social marketers to discuss the day’s findings and look to the future.

17.00 - Close



with the support of:
Emerald CIM