Behaviour change experts descend on Melbourne

Behaviour change experts descend on Melbourne

The International Social Marketing conference is coming to Melbourne with numerous notable speakers to present including Jeff Jordon from the American Rescue Social Change Group and World Vision’s David Paterson.

B&T Magazine
Posted by B&T Magazine

The full statement:

“The International Social Marketing conference to be held in Melbourne on July 17 and 18 will bring together the growing number of practitioners interested in applying strategic communications, marketing and behavior change methodologies to solve critical issues faced by 21st century societies.

The two day conference, organised by the Australian Association of Social Marketing together with Monash University, offers more than 80 sessions. New learnings in the areas of health, the environment and sustainability, gambling, social justice and transport will be presented.

Speakers include Jeff Jordan, a world leader in youth marketing who is President and Executive Creative Director of Rescue Social Change Group in the United States. He will also run a “Because I Felt Like It” workshop on why teens engage in risky behaviors and how to use advanced social marketing strategies to change them. Jeff will present multiple examples from programs that have reached young people via TV, radio, social media, viral videos, nightclubs, rock shows, hip hop concerts and street marketing.

Other speakers are David Paterson from World Vision on the convergence of social marketing and innovation and Professor Simone Pettigrew from the School of Psychology at Curtin University on the case for transformative consumer research. Adam Ferrier from Cummins and Partners will also be a speaker on the first day.

Australian Association of Social Marketing Vice President, Lelde McCoy of The Reputation Group, said that the biennial conference will be of high interest to practitioners, working either in agencies, government or not for profit organisations, who want to be successful in the ever evolving social marketing landscape.

“The conference is unique in Australia as it covers the latest academic research into behaviour change but also showcases ground breaking campaigns and creativity in social marketing. It leads conversation on the latest trends such as the use of behavioural economics to nudge people towards desirable behaviours. “

The conference will be held at Monash University’s Peninsula Campus in Frankston.

On Wednesday July 16 four half-day workshops will be offered by international and Australian social marketing experts. In addition to Jeff Jordan’s workshop the presenters and topics are:

Joan Young – CEO, Colmar Brunton

“A practitioner’s guide to Social Marketing – using social marketing theory and best practice to create policy, communications, services, products and programmes that change behaviour”.

Tom Carroll – Director, Carroll Communications

“The critical role of evaluation in the social marketing process – identifying effective strategies to apply, measuring the effectiveness of implementation and assessing campaign outcomes”.

Rob Donovan – Professor of Social Marketing, Curtin University

“But wait … there’s more to Social Marketing …” ”

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