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Special Sessions

Special Sessions


Ethics in Social Marketing (10:30am, Sunday, 15th July 2018)


Facilitators: Krzysztof Kubacki & Lynne Eagle KK.jpgLynne Eagle 1.jpg

This session will focus on reviewing past and current research into ethical challenges faced by Social Marketers and preferences for resources to support ethical decision making. It will then focus on critically reviewing draft terms of reference for a Social marketing Ethics Expert Panel (SMEEP) which, with the endorsement of the major Social Marketing organisations, will:

- Develop a set of key ethical principles which will provide foundation for a future social marketing code of conduct/ethics to guide effective and ethical practice in
   social marketing

- Make recommendations on the process of how social marketing organisations can develop a social marketing code of conduct/ethics

- Contribute to building the evidence-base for a future social marketing code of conduct/ethicsESMA LOGO ON WHITE.jpgISMA Logo.png


Creating and Accessing Value (10:30am, Sunday, 15th July 2018)


Facilitator: Nick Goodwin    Lamberto 1.jpgNick Goodwin.jpg

This session will discuss how social marketing programs create, share and communicate value to sustain behaviour change. Traditionally, consumer value has drawn from economic theory that defined it as a function of benefit and costs as part of the supply/demand dynamic. Alternative perspectives focus on the experience of value during the consumer journey in which people actively co-create personal and social value with other actors. If we understand the exchanges of value that people are prepared to enter into, we can design better services and sustain human development outcomes. The panellists will reflect on recent work in both research and service delivery in Indonesia, Timor-Leste and Bangladesh.







A Regional Social Marketing Association for the Asia-Pacific Region? (1:30pm, Sunday, 15th July 2018)


Session Facilitators: Tracey Bridges and Ross Gordon Ross Profile Cropped.JPG


The Australian Association for Social Marketing (AASM) would like to start a conversation about the desirability and feasibility of establishing an Asia-Pacific Social Marketing Association - and would like your input to that conversation. To support the discussion and to prompt some productive consideration of the idea, the AASM has prepared a White Paper (copies available at the session & by email to upon request) which sets out some possible principles, and approaches, for establishing such an association.  We are seeking people’s views on whether at a high level the concept of an Asia Pacific Association has value, and if so, how best to proceed.  

In this session, we will be engaging with people to find out if:


- you see benefit in the concept of an Asia Pacific Social Marketing Association?

- if so, is the approach outlined in this paper suitable? What aspects do you agree or disagree with?

- how might your country or region engage with such an Association?


We welcome all comments and discussion on this idea and the white paper during the session.


Hope to see you there


Synthesising Benchmarks and Planning Steps (11am, Monday, 16th July 2018)


Facilitator: Sharyn Rundle-TheileSharyn Rundle-Thiele.jpg

Commercial marketing is centered on the consumer and is focused on delivering a competitive value offering that is superior in some way to the competition. Marketers seek to understand their target audience and their competitors before creating an offering to meet the target market’s needs and wants.  In 2002 Alan Andreasen outlined 6 key social marketing benchmarks stating that when 1 or more are used it is social marketing. Fast forward to 2018 and we know that change is more likely when more social marketing benchmarks are used. This workshop outlines the process and planning steps used by Social Marketing @ Griffith to deliver  behavioural change. 




Macro Social Marketing (2:00pm, Monday, 16th July 2018)


Facilitator: Joy Parkinson IMG_2780May Headshot.jpg

Macro-social marketing is the application of marketing for behaviour change at the up, mid and downstream levels in a co-ordinated effort to make systemic change. This is especially appropriate for wicked problems such as obesity, tobacco use, and environmental degradation. Such wicked problems have multiple intersecting causal factors perpetuating the issue and involve multiple stakeholders. It is exceedingly complicated to define the problems let alone identify which causes to intervene with and the best way to go about it. The complexity of all factors further means that there are myriad unintended consequences of intervening. This special session provides an insightful discussion of the varying views on macro level social marketing and systemic change from differing stakeholders. This, at times, controversial topic will be explored considering its positive and negative sides and the practical issues with its implementation.