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Conference Proceedings AASM 2014 International Social Marketing Conference “Scaling the twin peaks of rigour and relevance” Conference Proceedings Monash University, Peninsula Campus (Frankston) Thursday 17 and Friday 18 July 2014 1 CONTENTS OVERVIEW ......................................................................................................................................... 3 COMMITTEE STRUCTURE ................................................................................................................... 3 CONFERENCE THEME ......................................................................................................................... 5 CONFERENCE SPONSORS ................................................................................................................... 5 CONFERENCE VENUE ......................................................................................................................... 6 ACCOMMODATION ............................................................................................................................ 7 CALL FOR PAPERS ............................................................................................................................... 7 PAPER REVIEW PROCESS ................................................................................................................... 9 CONFERENCE PROGRAM ................................................................................................................. 10 PRACTITIONER WORKSHOPS ........................................................................................................... 12 BOOK OF ABSTRACTS ....................................................................................................................... 13 2 OVERVIEW The AASM 2014 International Social Marketing (ISM) Conference was hosted by the Department of Marketing, Monash University at its Peninsula Campus (Frankston) on Thursday 17 and Friday 18 July 2014. The conference theme “Scaling the twin peaks of rigour and relevance” was widely promoted by the AASM and Monash University through their respective channels, resulting in a record number of paper submissions; attracting strong conference attendee numbers and delivering a profitable event. COMMITTEE STRUCTURE The conference was managed by an Organising Committee (see attachment 1) comprising of: • Professor Mike Ewing (Monash University/Deakin University), Conference Co-Chair • Kathleen Chell (QUT) • Paul Loughran (Monash University), Conference Manager • Lelde McCoy, Conference Co-Chair (The Reputation Group) • Dr Fiona Newton (Monash University), Conference Co-Chair • Professor Rebekah Russell-Bennett (QUT) • Ilan Werbeloff (Victorian Aids Council) Dr Fiona Newton: Senior Lecturer, Department of Marketing (Monash University) Paul Loughran: Manager, Department of Marketing (Monash University) Professor Michael Ewing: Pro-Vice Chancellor (Executive Dean), Business and Law (Deakin University) Lelde McCoy: Founder & Managing Director, Reputation Group 3 Professor Rebekah Russell-Bennett: Advertising, Marketing and Public Relations (Queensland University of Technology) Ilan Werbeloff: Event Co-ordinator, (Victorian AIDS Council) Kathleen Chell: AASM Student Representative During the 12-month preparation period, the committee was convened on 8 occasions (one face-to- face meeting and 7 teleconferences) to plan and manage all aspects of the conference including: • deciding on the conference theme; structure and format • identifying Plenary Key Note speakers, Panellists and Session Chairs • developing a marketing plan • creating communication channels (including the dedicated conference website) • calling for Expressions of Interest for academic papers and industry cases • reviewing paper submissions • setting the conference registration fees • preparing sponsorship prospectus and securing conference sponsorship • administering online registration • providing logistical support • monitoring the budget 4 CONFERENCE THEME Over recent years, the government, Not-For-Profit and corporate sectors have acknowledged the importance of social marketing in managing behavioural change on a range of social issues. ‘Relevance’ and ‘rigour’ are key elements that provide the evidence-based validation used to measure the effectiveness of social marketing campaigns. Hence, the Conference theme: ”Scaling the twin peaks of rigour and relevance” CONFERENCE SPONSORS 5 CONFERENCE VENUE Monash University has 5 Melbourne municipal campuses, of which the Department of Marketing delivers programs from 4. As host, the Department of Marketing decided to host the conference at its Peninsula Campus (Frankston). Situated 53 kilometres from the Melbourne CBD, the purpose for hosting the conference at its Peninsula Campus was based on the Department’s strategy to establish a footprint in the social marketing space on this campus. The three plenary sessions were held in main lecture theatre located in Building F. Parallel presentation sessions were held in the classrooms and lecture theatres in Building A (Faculty of Education), located immediately across from Building F. Melbourne CBD Monash University Peninsula Campus Locality Map Monash University Peninsula Campus Map Building A Building D Site of Session Presentations Department of Marketing Offices 6 ACCOMMODATION Delegate accommodation was arranged at either: • Quest Frankston on the Bay; and • Quest Frankston Located approximately 3 kilometres from the Peninsula Campus, buses were arranged to transport the 80+ delegates between the self-contained apartments available at these accommodation venues and the Peninsula Campus. Image 1: Quest Frankston on the Bay Deluxe self contained apartment Outdoor entertainment area CALL FOR PAPERS The Call for Papers was initiated on 9 September 2013 with a submission deadline of 14 March 2014. A record number of 101 submissions from 14 countries) was recieved comprising of: • 51 academic papers • 21 Industry cases • 29 Student papers 7 Graph 1a: Academic Paper Submissions – Country of origin 40 35 30 25 20 15 10 5 0 Graph 1b: Industry Case Submissions – Country of origin Australia Japan USA 8% 8% 84% Graph 1c: Student Paper Submissions – Country of origin UK France Korea Iran China Australia 0 5 10 15 20 25 8 PAPER REVIEW PROCESS Two Panels were convened to review the academic/student papers and industry cases respectively, comprising of: • Academic/Student Review Panel - Prof Mike Ewing - Dr Wayne Binney - Dr Fiona Newton - Dr Josh Newton • Industry Cases review Panel: - Prof Rebekah Russell-Bennett - Lelde McCoy - Ilan Werbeloff The submission review process resulted in 81 submissions being accepted and 20 submissions being rejected, an overall rejection rate of 20%, comprising of: • 6/51 academic papers (12%) • 4/21 industry cases (20%) • 10/29 student papers (35%) Graph 2: Category breakdown of submissions rejected academic papers 30% student papers 50% industry cases 20% 9 CONFERENCE PROGRAM Plenary Thursday 17 July (morning) Key Note Address: David Paterson Chief Innovation Officer, World Vision Discussion Panellists: Tom Carroll Director, Carroll Communications Adam Ferrier Chief Strategy Officer, Cummins&Partners Friday 18 July (morning) Key Note Address: Professor Simone Pettigrew Distinguished Research Professor, Curtin University Discussion Panellists: Jeff Jordan Founder, Rescue Social Change Group Professor Sandra Jones ARC Future Fellow, Australian Catholic University Professor Adrian Bauman Director, Prevention Research Collaboration, University of Sydney Friday 18 July (afternoon) Discussion Panellists: Luke van der Beeke Managing Director, Marketing for Change Dr Liam Smith Director of BehaviourWorks Australia Ian Forsyth Managing Partner, The Shannon Company Matt Wood Head of the Marketing Subject Group, University of Brighton Special Sessions Thursday 17 July Presentation theme: Synergies between social marketing and the subsistence market places perspective Presenters: - Associate Professor Srini Sridharan (Monash University) - David Faulman (Business for Millennium Development) - David Paterson (World Vision) - Stephen Saunders (Monash University) Friday 18 July Presentation theme: Transforming consumer’s lives through marketing Presenters: - Professor Simone Pettigrew (Curtin University) - Dr Nadia Zainuddin (University of Wollongong) - Professor Rebekah Russell-Bennett (QUT) - Geoff Smith (Australian Red Cross Blood Service) 10 Presentations Sessions Thursday 17 July – Presentation themes: • Healthy lifestyles and eating patterns • Harnessing technology to bring about behavioural change • Enhancing physical activity: Theory and practice • The relevance of social marketing in addressing consumer vulnerability • Addressing issues around alcohol consumption • Moving forward: Theoretical issues in social marketing • Campaign reviews: Lessons learned and ways forward • Social marketing initiatives in developing world contexts • Combating gambling and driver anger • Improving the health behaviours of Australians (I) • Consumption issues Friday 18 July – Presentation themes: • The relevance of social marketing in addressing environmental issues (I) • The role of social marketing in smoking cessation initiatives • Moving forward theoretical issues in social marketing (II) • Practitioner insights: Campaign development and evaluation • Leveraging social marketing tools to foster healthy eating • Improving the health behaviours of Australians (II) • Improving the health behaviours of Australians (II) • Improving blood donation
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