Effectively engaging people: views from the World Social Marketing Conference 2008.

Following on from the success of the World Social Marketing Conference we are delighted to include this new resource on the website. We interviewed many of the keynote speakers who kindly gave their time to provide us with their thoughts on social marketing. The resource provides an interesting mix of opinion as well as recommendations for further reading and some evaluation of the National Social Marketing Centre’s benchmark criteria. We hope you enjoy the resource. Please click here to download PDF.

The Conference has invited the world’s foremost social marketing experts to share their knowledge at the Conference. Biographies of the speakers are included below:

Alan Andreasen
Professor of Marketing at Georgetown University and Executive Director of the Social Marketing Institute.

He is a specialist in consumer behavior and a world leader in the application of marketing to nonprofit organizations, social marketing, and the market problems of disadvantaged consumers. He is the author or editor of seventeen books, numerous monographs, over 120 articles and conference papers. He has advised, carried out research, and conducted executive seminars for such organizations as the World Bank, American Cancer Society, AARP, the USAID, Centers for Disease Control and Prevention, American Red Cross, United Way of America, Boys and Girls Clubs of America and public health programs in Egypt, Thailand, Colombia, Jamaica, Mexico, Indonesia and Bangladesh. He is board member of Gifts in Kind International and the American Marketing Association Foundation. He was awarded the 2007 Richard W. Pollay Prize for Intellectual Excellence in Research on Marketing in the Public Interest.

Tane Cassidy

Ko Whakatere te maunga
Ko Moehau te awa
Ko Ngatokimatawhaorua te waka
Ko Ngapuhi me Ngati Hine nga iwi
Ko Tane Cassidy ahau

From Aotearoa New Zealand, Tane Cassidy manages the Business Development Unit at the Health Sponsorship Council (HSC).  The HSC is involved in promoting healthy lifestyles to New Zealanders through programmes such as Smokefree/Auahi Kore, Sun Safety, Problem Gambling and Healthy Eating.  Tane is currently involved in developing and managing a quality improvement process for the organisation.  He has been working in the New Zealand public sector since the early 1990s, particularly in the areas of health and social policy.

Interests outside of whanau/family:
Food - mainly eating it.
Reading - he discovered this late in life after having an allergy to school libraries.
Music - he tries to play a musical instrument from time to time.
Golf - his family sometimes struggle to see him or remember what he looks like at times because of this sport.
Learning to surf - an absolute must living in a place like Gisborne.

Dr Regina Ching

Dr Regina Ching is Assistant Director of Health (Health Promotion) of Hong Kong’s Department of Health. Dr Ching obtained her medical degree from the University of Hong Kong in 1984 and her Master Degree in Public Health Medicine from the London School of Hygiene and Tropical Medicine in 1992. She is Fellow of the Hong Kong Academy of Medicine (Community Medicine). The Department of Health is actively engaged in evidence-based health promotion across the life-course and the use of settings approach to achieve health promotion goals. Dr Ching oversees the Central Health Education Unit and the Community Liaison Division which are health promotion arms of the Department. She is responsible for a series of health promotion initiatives that promote healthy lifestyles as well as strengthening the workforce capacity for health promotion in Hong Kong. Current programmes include,, stair-climbing, exercise prescription, and organ donation, etc.

Sameer Deshpande
Ph.D., University of Wisconsin
Associate Professor, Marketing
University of Lethbridge

After spending initial years in India, Sameer Deshpande moved to North America and earned his Ph.D. from the University of Wisconsin-Madison. Currently, he is an associate professor in Marketing at the Faculty of Management and faculty member of the Centre for Socially Responsible Marketing at the University of Lethbridge, Canada. His research interests include applying social marketing thought to a variety of public health issues. In 2007 thanks to faculty fellowship from Shastri Indo-Canadian Institute, Sameer investigated how social marketing organizations manage their stakeholders to promote contraceptives in India.

Professor Rob Donovan
Professor of Behavioural Research, Faculty of Health Sciences
Professor of Social Marketing, School of Marketing

Rob Donovan (PhD Psychology) is Professor of Behavioural Research in the Faculty of Health Sciences and Professor of Social Marketing in the Curtin Business School at Curtin University. He has held marketing positions at several Australian and US universities, and has been a visiting scientist at the US Centers for Disease Control and Prevention (CDC) in Atlanta, Georgia. He founded a market & social research company in 1974 which today continues as part of the TNS group. He is the (co)author of over 150 journal articles and several books, including Social Marketing: Principles & Practice (with Nadine Henley). Current interests include positive mental health promotion, physical activity & the built environment, the regulation of the marketing of ‘sin’ & unhealthy products, racism, violence against women, Indigenous issues and doping in sport.

Dr Chahid Fourali

Dr Fourali obtained his MA and PhD from the University of London in educational psychology and started work as a tutor for research students at the University of London, Institute of Education. Subsequently he assumed several responsibilities including, for several years, Senior Research officer at the international City and Guilds of London Institute where he worked closely with many influential educationists who helped shape the UK professional education system. After joining The Chartered Institute of Marketing (CIM) where he assumed responsibility for quality assurance, he was allocated responsibility for running the new national standards setting body for marketing and sales (MSSSB) set up by the UK Government. Since taking the helm at the MSSSB he led several large scale projects that have had significant influences on Marketing and Sales best practice in the UK and beyond.

Dr Fourali has published many works on education, psychology and marketing. He is business adviser/non-executive director to several organizations. He is a Fellow of the RSA, a Fellow of The Chartered Institute of Marketing (FCIM), a visiting lecturer at Middlesex University, a former advisor on testing to Cambridge University, Board member of the Further Education Research Association, member of the British Standards Institute (BSI), member of the Board of Editors for the international journal Research in Post-compulsory Education, Chair of the national Forum for Standards Setting Bodies (whose members represent the whole UK workforce) and a fully qualified/registered psychotherapist.

Mark Francas
Global Deputy Head of TNS Political and Social division, based in London.

Mark has 26 years of experience in market and social research. Prior to commencing his current position, Mark was National Director of Social & Government research for TNS Australia from 2003  - 2007. From 1989  - 2003 he was Managing Director and then Chairman of NFO Donovan Research, one of the leading specialist research consultancies in Australia.

Mark’s research experience has covered a broad range of areas, but he has a particularly strong record in communications research and social marketing. Mark has conducted research to inform a large number of  major government campaigns in areas such as:

Mark has published and presented conference papers in Australia, Europe and North America. He has received several industry awards recognising his work in the social marketing arena. These include the inaugural 2006 AMSRS Research Effectiveness Award, together with several AMSRS Best Paper awards. In 2003 Mark was nominated and elected a Fellow of the Australian Market and Social Research Society (AMSRS).

Dr Jeff French PhD, MBA, MSc, Dip HE, BA, Cert. Ed
Director National Social Marketing Centre

Jeff led the Government commissioned 2 year independent review into social marketing announced in the ‘Choosing Health’ white paper and published as the NCC ‘It’s our health!’ report in June 2006. He is currently Director of the National Social Marketing Centre which is an on-going strategic partnership between the Government (Dept of Health) and the National Consumer Council, and works to build capacity and skills in social marketing at the national and local levels, and across all sectors.

Jeff has extensive experience of developing, leading and managing public health projects, social marketing programmes and health communication strategies at national, regional and local level. With over 28 years experience at the interface between the health, government, private and NGO sectors, Jeff has a broad practical and theoretical understanding of national and international health and social development issues.

Jeff has been a member of the editorial board of two international journals and has had over 40 chapters and articles published in the fields of community development, health education, health promotion communications and marketing. He is a Fellow of Kings College, University of London, and teaches at four other UK universities and is also a member of a number of national policy and programme committees.

Jeff was director of marketing and policy at the Health Development Agency for five years before the organisation was merged into the National Institute for Health and Clinical Excellence. 

Professor Gerard Hastings
Director of the Institute for Social Marketing and the Centre for Tobacco Control Research
University of Stirling and the Open University

Professor Gerard Hastings is the Director of the Institute for Social Marketing, a centre of expertise in social marketing established jointly by the University of Stirling and the Open University. He has been researching and teaching in social and critical marketing for 25 years, and consults widely for the government and non-government bodies, including the world health organisation, the European Commission, the UK Parliament’s Health Select Committee, and Cancer Research UK. His critical marketing activities have also led him into the courtroom, where he has acted as an expert witness in litigation against the tobacco industry.

Philip Kotler

The prolific author of many definitive marketing reference works, Professor Philip Kotler is widely regarded as the world's leading expert on strategic marketing.

He is currently the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg School of Management in Chicago.

Professor Kotler has consulted to many major U.S. and foreign companies - including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola - in the areas of marketing strategy and planning, marketing organization, and international marketing.

He has authored what is widely recognized as the most authoritative textbook on marketing: 'Marketing Management', now in its 12th edition. He has also authored or co-authored a number of benchmark books and over one hundred articles, many of which have been published in the world's leading journals. He holds many major awards, including the Distinguished Marketing Educator of the Year Award from the American Marketing Association and Marketer of the Year by the Sales and Marketing Executives International (SMEI).

François Lagarde
Social Marketing Consultant and Trainer
and Adjunct Professor, Faculty of Medicine, University of Montreal

Francois Lagarde (M.A.) is one of Canada’s leading social marketers, renowned for his influential work in a national health and fitness promotion organization (ParticipACTION) from 1984 to 1991. Since 1991, he has served as a consultant to numerous local, provincial, national and international organizations (government departments and agencies, as well as major foundations, NGOs and institutions) in the health, philanthropy and international development fields.

François is also an adjunct professor at the University of Montreal’s Faculty of Medicine. He has delivered training and seminars in numerous universities and dozens of organizations in nine countries. François has written numerous publications, some of which have appeared in Social Marketing Quarterly. He is a member of the organizing committee of the international Innovations in Social Marketing Conferences.

Nancy Lee
University of Washington, Seattle, USA and Social Marketing Services, Inc., USA

Nancy Lee has more than 25 years of professional marketing experience, with special expertise in Social Marketing, Marketing in the Public Sector, Marketing Research and Marketing Communications. She received her Masters Degree in Business with a major in marketing from the University of Puget Sound and her Bachelor of Science in Education from the University of Illinois. She is an adjunct faculty member, teaching social marketing and strategic marketing for public sector agencies at the University of Washington, and Seattle University; she is a visiting faculty for the University of South Florida, the University of Cape Town in South Africa and for the Health Promotion Board in Singapore. Ms Lee has held numerous corporate marketing positions including Vice President and Director of Marketing for Rainier Bank and Director of Marketing for Children’s Hospital and Regional Medical Centre in Seattle.

As President of Social Marketing Services, Inc. since 1993, Ms Lee has participated in the development of more than 100 social marketing campaign strategies for public sector agencies. Lee is a frequent speaker at conferences, seminars, and workshops for public sector managers and administrators.

She has co-authored four books with Philip Kotler: Social Marketing: Influencing Behaviors for Good (2008); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance.  (2006); and Social Marketing: Improving the Quality of Life (2002).

Craig Lefebvre

Craig Lefebvre, PhD is the Chief Maven at Population Services International (PSI) and an internationally recognized expert in social marketing and health communication. Craig leads PSI's technical teams in HIV, malaria, child survival and reproductive health, as well as its research and marketing functions. Among his responsibilities are to create more powerful links among social marketing best practices, innovation and adoption with PSI's affiliates and platforms. He is an Adjunct Professor of Prevention and Community Health at The George Washington University School of Public Health and Human Services where he teaches a course on social marketing (Spring 2008).

His work has addressed a multitude of health risks, aimed at various diverse audiences, and often featuring local implementation strategies. Among his clients and issues have been the US Department of Health and Human Services, Centers for Disease Control and Prevention and the Public Health Agency of Canada for online and social media approaches to health information and health behaviour change; National Cancer Institute and its tobacco control and cancer communication programs; the US Department of Agriculture and school nutrition issues; the Health Care Financing Administration (now CMS) and Y2K health care industry compliance; the Centers for Disease Control and Prevention and various health communications and social marketing projects; the US Agency for International Development and behaviour change communications for AIDS Control and Prevention (AIDSCAP); and state health agencies focused on chronic disease prevention and behavioural risk reduction. He began his career as the Intervention Director of the Pawtucket Heart Health Program, one of the world's first community-based research programs for the prevention of cardiovascular disease.

Dr. Lefebvre has held faculty appointments at the University of Virginia, Brown University, Johns Hopkins University and the University of South Florida. He was elected a member of the American Academy of Health Behaviour in 2003 and a Fellow in the Council on Epidemiology and Preventive Cardiology, American Heart Association in 1988. His work has earned him the William D. Novelli Award for Innovations in Social Marketing with the NCI's 5 A Day media campaign and a Silver Anvil from the Public Relations Society of America for the USDA Team Nutrition program. He received his Ph.D. in Clinical Psychology from North Texas State University and completed post-doctoral fellowships in Behavioural Medicine at the University of Virginia and the University of Pittsburgh.

Dr Ray Lowry

Dr Ray Lowry is a senior lecturer at the University of Newcastle upon Tyne. He is on the UK specialist registers for medical and dental public health. He has published over 50 articles in the learned press and has conducted quantitative and qualitative research on both medical and dental public health issues. He was the Director of Public Health Training in the North East of England. He has practiced social marketing in the National Health Service for nearly 20 years.

Katherine Lyon Daniel, PhD

Dr. Katherine Lyon Daniel is the Deputy Director of the National Center for Health Marketing at the U.S. Centers for Disease Control and Prevention. The Health Marketing Center serves as the leading U.S. agency for health communication and social marketing related to public health, and her work there includes oversight of the agency’s communication science activities. Dr. Lyon Daniel previously served as the Associate Director of Communication Science at the National Center on Birth Defects and Developmental Disabilities at CDC, where provided expertise in behavioral science research, health communication, and social marketing applications in the area of maternal and child health.

Dr. Lyon Daniel’s professional achievements include conducting and publishing original research studies, leading national communication campaigns, and guiding behavioral interventions for vulnerable populations. Other areas of interest include health literacy as it relates to prescription labeling, public engagement for controversial issues, and risk perception. She has a BA in Psychology from the University of Virginia, and a Ph.D. from the University of California at Irvine in Social Ecology, where her dissertation research focused on communicating long-term health risks to the US Senate. She is the recipient of numerous professional communication awards, including the Questar Grand award, the MarCom Creative Gold award, and the PRSA Silver Anvil. She lives in Atlanta, Georgia, with her husband and two sons, and an aging Labrador retriever named Bonnie.

Ed Maibach, MPH, PhD
Professor and Director, Center of Excellence in Climate Change Communication Research
George Mason University

With an enduring interest in the question -- How can we change the behavior of people on a population-wide basis? – Dr. Maibach has worked both ends of the "research to practice" continuum. He currently conducts translational research to identify how best to mobilize populations in support of public policies and individual behaviors that reduce greenhouse gas emissions and help communities adapt to unavoidable consequences of climate change. Ed has previously been an Associate Director of the National Cancer Institute, Worldwide Director of Social Marketing at Porter Novelli, Chairman of the Board for Kidsave International, and a professor of public health at both George Washington University and Emory University.  Prior to devoting his full attention to climate change, Ed focused on a variety of other important public health challenges including obesity control and physical activity promotion, tobacco control and adolescent substance abuse, immunization, and improving the health of our nation’s least affluent – and therefore least healthy -- residents. Ed earned his PhD in communication research from Stanford in 1990.  One of his most memorable experiences was planning the $2 billion Youth Anti-Drug Media Campaign (for the White House Office of National Drug Control Policy) over the course of 100 extremely intense days.

Dr. Robert J. Marshall Jr. PhD

Dr. Robert J. Marshall Jr. received his Doctorate (Medical Sociology) from Brown University (1981) and his Masters (Sociology) from the University of RI (1973) and joined the Department of Health in 1983.  Between 1991-1995, he directed the American Stop Smoking Intervention Study (ASSIST) at the National Cancer Institute.  He returned to Rhode Island in 1995 as Assistant Director of Health and currently heads the Office of Public Health Research, Training and Practice.

Dr. Marshall holds an appointment as Clinical Associate Professor of Community Health (Warren Alpert Medical School at Brown University).  Last summer (2007) he completed a 6-week Fulbright Senior Specialist scholarship at Kings College and the National Social Marketing Centre, London.

Doug McKenzie-Mohr, Ph.D.
President, McKenzie-Mohr & Associates

For over two decades Doug has been working to incorporate scientific knowledge on behavior change into the design and delivery of environmental programs. He is the founder of community-based social marketing, and co-author of, "Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing." He has delivered workshops internationally for over 40,000 environmental program managers. He is the founder of the Fostering Sustainable Behavior website and listserv. In the summer of 2008 he is launching an online journal that seeks to make knowledge in the social sciences accessible to environmental program planners.

Doug has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. He has served as an advisor for Canada's public education efforts on climate change, as the coordinator of the international organization, "Holis: The Society for a Sustainable Future," and as a member of Canada's National Round Table on the Environment and the Economy. He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program.

Dr Seynabou Mbengue
ADEMAS Executive Director

Dr. Seynabou Mbengue, has had a wealth of experience leading up to her present position as leader of the Senegalese social marketing organization, ADEMAS, the Agence pour le Développement du Marketing Social in Senegal. She began her career as a University pharmacy graduate, acquiring both the basics of the pharmacist’s toolkit, along with specialization in Health law, in her native Senegal as well as in France. In Senegal, she worked as a pharmacist both in the private and public sectors.

With the private wholesaler SODIPHARM, since 1986, she gathered valuable experience in the logistics of pharmaceutical supply, then moved on to PFIZER, where she gained experience as Regional Sales Supervisor for Senegal, Guinea, Mali and Mauritania.

With the Ministry of Health in Dakar, she managed a portfolio of activities which included the supervision of other health center pharmacies in her district.

All of this led up to her appointment as Resident Country Advisor for The Futures Group / SOMARC USAID funded Project in 1994, working with advisors and consultants from other Futures Group countries and the main Washington, DC office.

She has participated in major seminars and missions and has in particular attended the “Management and Marketing Social Change” Course lead by Pr Alan Andreason in Georgetown University School of Business on 1997 and also has been invited as a lecturer in the area of “Health Education and Social Marketing” at the London School of Hygiene and Tropical Medicine on 1999.

She assisted in the formation of ADEMAS on 1998, a first step towards sustainability through the institutionalization of a local, Senegalese-controlled, social marketing organization. ADEMAS continued working with other major Social Marketing Organizations such as PSI while being under contract with Deloitte and Touche/ Emerging Markets to implement the CMS (Commercial Market Strategies) USAID funded Project. Since that time, ADEMAS has moved to an autonomous organization, diversifying its funding from single to multiple sources mainly adding KfW (a 5-year project focused on HIV-AIDS/Youth). It is now seeking to increase its level of sustainability through the recruitment of a broader financial resource base and through expansion into an international social marketing resource group, to provide assistance to other countries in similar efforts.

Sandrine Raffin

Master degree: Arts administration and Marketing. Sandrine Raffin is the CEO of the Protéines Company specialised in Health Strategy and Social Marketing. She created alongside J. M. Borys the social marketing department and co-founded the EPODE Methodology and engineering techniques. She has developed innovative approaches to foster behavioural changes.

Rebecca Sheeran

The National Audit Office (NAO) scrutinises public spending on behalf of Parliament. The NAO audits the accounts of all central government departments and agencies, as well as a wide range of other public bodies and reports to Parliament on the economy, efficiency and effectiveness with which they have used public money.

Rebecca Sheeran is an Audit Principal at the NAO and forms part of a team of individuals currently looking at how to measure success and audit the value for money of government behaviour change initiatives.

Colin Shevills

Colin Shevills is a director at Porter Novelli, an organisation that has been at the forefront of social marketing for many years through work such as the Florida Truth Campaign. Indeed, founder Bill Novelli was one of the pioneers of social marketing.  Building on that tradition, Colin is a former journalist with over 25 years experience in communications in the commercial sector. Convinced that commercial marketing practices can be adapted to deliver wider public benefits, Colin is now responsible for Porter Novelli's social marketing activities in the UK. He has a particular interest in smoking control and one day a week works for a publicly-funded smoking control organisation whose mission is to reduce the damage caused by tobacco use in the North East of England. Colin is scheduled to speak on his smoking control work at the World Conference on Tobacco or Health in Mumbai in June 2009.

Dr William Smith
Executive Vice President of the Academy for Educational Development

Dr William Smith is the Executive Vice President of the Academy for Educational Development. AED is a private, non-profit organisation that supports more than $300 million worth of programmes every year - across the U.S. and in more than 150 countries. From Buckle up America to HIV/AIDS, from Medicare to Youth Development, and from Gender Equity to transportation safety, AED is fostering large scale social change in education, health, and the environment.

Bill is a co-founder of the Social Marketing Institute. He is also a columnist and an editorial board member of the Social Marketing Quarterly, the International Journal of Health Communication, and Applied Environmental Education and Communication. He authored a recent book entitled Radio: A Post 9/11 Strategy to Reach the World's Poor, as well as co-authoring Fostering Community Based Social Marketing. He has published dozens of articles on social marketing and social change. He is co-author of the Institute of Medicine's Report, Health Literacy: A Prescription to End the Confusion.

He recently received the Alan Andreasen Award for scholarship and practice in Social Marketing and served on the IOM committee on health literacy.

He started his career with the Peace Corps, lived in Latin America for almost a decade and returned to the US only to spend the next 10 years travelling and working throughout Africa, Asia and Latin America. He has a doctoral degree from the University of Massachusetts in non-formal education with an emphasis on gaming theory and an Honorary PhD from University of South Florida, 2004.

Sudha Tewari
MBA, BA ( Hons in Psychology), Delhi University

Since 1984, Sudha Tewari has been the President of Parivar Seva Sanstha, a premier not- for- profit national organization based in New Delhi, India. Parivar Seva has a unique standing as a provider of quality reproductive health services, with emphasis on family planning and HIV/ AIDs. Its several innovative educational and service programmes, along with the usage of professional management have given Parivar Seva the distinction of being a 'social enterprise'. Entrepreneurship has been Ms Tewari's main stay - she has established, evolved and developed several result oriented business models with social objectives. The latest being the Management Institute of Population and Development in Jaipur, Rajasthan with an aim to enhance management capacity to meet continuous challenges in health, population and development.

She has several papers and presentations to her credit. Ms. Tewari has been an active national and international advocate on reproductive health. She has been nominated as member to several government and other committees.

Prior to joining Parivar Seva in 1981, Ms. Tewari worked in the commercial sector for over 8 years, marketing industrial and engineering projects on turnkey basis in India and the Middle East.

Juan Manuel Urrutia

Juan Manuel Urrutia is a mathematician from Institut national de Sciences Appliquees from Lyon France, with an MBA form Universidad de los Andes.  He is an experienced professional in the areas of strategic planning, project management in social marketing, finance, NGO development and sustainability, as well as policy development.  He is Fluent in English, French, and Spanish.

He has a strong international experience as he has done work both with private sector and public sector institutions in Social Marketing in the areas of Population and Reproductive Health in Africa, Asia Latin America and the Caribbean.

Urrutia also has experience as a high level government officer twice between 1982 and 1986as a staff member in the presidency, and between 1998 and 2002 when he directed the Colombian equivalent to the Health and Human Services Department

While working in international programs, Urrutia developed an expertise in
managing relations with local governments, international donors such as USAID, international and local NGOs and the private sector in the different countries where he worked. 

As director of ICBF, Urrutia was responsible for the development and reinforcement of relationships between the public sector and the private sector in areas as diverse as nutrition, child abuse, child protection, safe motherhood, and early education.