Change 2018

Community Engagement - Digital Storytellers

Natasha Akib

Storytelling for Impact

The road to social change involves inspiring others to action. And the success of these efforts – whether it be marketing, fundraising, grant writing and community building – comes down to storytelling.

Digital Storytellers presents Storytelling for Impact. In this session, you'll learn about tools you can use to start crafting your social change story and some top tips on using smartphones and affordable technology to bring those stories to life.

Ehrenberg-Bass Institute for Marketing Science

Assoc Prof Svetlana Bogomolova

Tracking behaviour change: a case for using Bluetooth and Wifi technologies

Measuring behaviour change could be as difficult as achieving it in the first place. Reliable research requires significant investment, so practitioners always look for novel affordable ways to track behaviour change.

This talk describes the use of technological advancements – Bluetooth and Wifi technologies – to anonymously track a range of consumer behaviours, including the number of visits, the time of day, the day of week/month, and the duration of activity. The method is based on capturing smart phone signals carried by the vast majority of consumers. The major advantage of this method is its relatively low cost and ease of use, allowing to collect ongoing data across many days, weeks, even months.

Director – Essence Communications

Penny Burke

Why condoms don’t come in size small

Penny Burke is a dynamic and engaging public speaker who has worked in the field of marketing and advertising for over 20 years. She has such famous advertising campaigns as the ‘Pro Hart Stainmaster Carpet’, ‘Uncle Tobys’ and ‘Milk. Legendary Stuff’ to her credit.

Penny's keynote addresses deliver challenging and thought provoking concepts to a wide range of audiences. She can bring new perspectives to the workplace debate leaving audiences feeling empowered and inspired. In her Change keynote, Penny unpacks the secrets behind compelling marketing in social change, and importantly the difference between functional rational facts, and emotional positioning and engagement.

Director – The Social Deck

Melanie Butcher

'The importance of asking the right questions: lessons from the field'

"If I had an hour to solve a problem and my life depended on the solution, I would spend the first fifty-five minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes." ~ Albert Einstein

Mel Butcher from The Social Deck will share some lessons and surprising insights from social marketing and behaviour change campaigns. In particular, how asking different questions at the start of a project helps (or hinders) our understanding and framing of the problem we’re trying to solve and can result in vastly different ways of tackling a problem.

Professor - RMIT University Melbourne

Professor Linda Brennan

Creating systemic change: people, power and processes

Social change is often led by coalitions who may have differing goals for change. Getting people to work together to achieve change requires knowledge of the systems, processes and power dynamics associated with different agendas. Linda will present a social marketing decision framework for considering systems, structures, institutions and people – a means by which the collective intelligences of the people involved in change can be harnessed to enact positive social change.

Sr Research Fellow - Social Marketing @ Griffith

Dr Julia Carins

Delivering Healthy Food Environments: Changing the currents so individuals don't need to fight the tide.

Asking individuals to change their dietary behaviour to improve their health can translate to asking individuals to fight a strong tide – a food environment that stimulates unhealthy consumption rather than encouraging healthy eating. A socio-ecological model recognises individual, social and environmental influences play a part in determining behaviour. This model encourages social marketers and change agents to shift the focus from individuals to forces further upstream – to deliver supportive environments which facilitate individual changes.

In this keynote, Julia showcases strategies used to modify the food environment to improve healthy eating; and the benefits individuals experienced because of these environmental changes.

Strategic Director – Redsuit

Peter Cunningham

The Plan to Solve Everything: How to Mobilise Community?

Peter Cunningham is a communications strategist with over 30 years experience and a passion for social change. He is a backbone team member with Logan Together, working on community mobilisation initiatives.

Peter will speak about taking social marketing principles to mobilise a community. How can you use new approaches to encourage behaviour not undertaken previously? In ways that connect to community values and energy, rather than relying on top-down strategies and well-worn key messages.

Sugar Cane Growing Changers

David Defranciscis & Scott Robinson

Just tell it like it is

David has been growing sugar cane for 40 years and was responsible for developing a very successful fertiliser management project (RP20) working in partnership with the Queensland Government’s Scott Robinson.

RP20 has changed sugar cane growing practices (nitrogen use) for many farmers in Burdekin region. The Queensland Government Award Winning RP 20 project was grower-led and grower focussed. Growers are the opportunity to learn from other growers, seeing results of correct fertiliser management for themselves.

Since changing his local practice community by just telling it like it is, David has gone on to extend his work in Western Australia and right across Queensland creating localised communities of action.

Lecturer (Griffith)/Research Fellow (UQ)

Dr Timo Dietrich

“We don’t stop playing because we grow old, we grow old because we stop playing”. ~ Bernard Shaw

Gamification applies the principles of play to engage and have fun while ensuring program messages are received. Gamification can change behaviour for the better, and it doesn't have to break the bank.

Timo will show you how his team built a suite of useful gamification resources – including a world’s first virtual house party that immersed teenagers into alcohol consumption environments – to change behaviour for the better.

Drawing on evidence from more than 10,000 game plays with more than 3,000 unique users, Timo’s presentation will help you to understand if gamification can help you to attract and engage people in your program.

Associate Professor – Macquarie University

A/Prof Ross Gordon

Energy-Health Assemblages: The nexus of energy, ageing and health among older Australians

In this presentation, Ross will talk about how the intersection between domestic energy use, ageing, and health and wellbeing practices should be a priority area for policy and behaviour/social change programmes in Australia.

Drawing on research carried out in regional NSW, he will identify how an ageing population, a focus on ageing in place, and the management of chronic diseases can have a significant impact on people’s energy use.

He will foreground how energy use practices can influence and enable health and wellbeing outcomes as people age. Drawing on practice theory, Ross will argue that energy policy and programmes need to move away from binary perspectives, and acknowledge how energy plays a vital role in the nexus of practices of health, wellbeing, ageing and making home.

Founder – Institute for Social Marketing

Emeritus Professor Gerard Hastings

Rebels with a Cause

How social marketing can save the planet (if commercial marketing doesn't destroy it first).

Given the complex problems we now face – profligate consumption, excessive inequalities, post-truth politics, tech tyranny, climate change – we have to imagine better. Nudge and easy, fun and popular will no longer suffice; we need to engage people’s critical faculties, to empower them to challenge current assumptions and together build healthy, egalitarian and sustainable ways of living.

Our planet desperately needs a generation of rebels with a cause; social marketing can provide it.

Founder and CEO – Inventium

Dr Amantha Imber

Innovation survivor: How to outthink, outsmart, and outlast your competitors

It is our ability to generate breakthrough ideas to business challenges and opportunities that is what literally enables us to outthink, outsmart and outlast our competitors. Amantha will take you through the latest scientific findings of what really drives highly inventive and disruptive thinking – and how participants can apply these findings to their role.

You will walk away with a set of practical tools that you can use in your own role and also with others across the organisation to innovate what you do and disrupt the competition.

Research Fellow - Social Marketing @ Griffith

Mr Ville Lahtinen

The 4Ps are not dead. Examining the effectiveness of the marketing mix in increasing children's fruit and vegetable intake.

The social marketing benchmark criteria was originally created to help social marketers design successful behaviour change programs, however, over the years the marketing mix component of the benchmark criteria has been heavily criticised by academics. Despite the criticism the marketing mix has never been tested for effectiveness. Additionally, multiple systematic literature reviews of social marketing programs show that most programs do not use the full marketing mix (4P) and that promotion only approaches continue to dominate. The Viisi Per Päivä program was designed to address these issues. Two programs were designed to test how a promotion only approach compares to a full marketing mix approach. The main finding is, that the 4Ps are definitely not dead, and should not be abandoned.

Senior Lecturer - Social Marketing @ Griffith

Dr Joy Parkinson

Charting a course for effective evaluation

Evaluation is important for all behaviour change programs and is something that needs to be planned before any program ever commences. In a complex, changing environment, decision-makers need to understand why and how program results are occurring or have occurred. A program evaluation plan is dynamic and should be regarded as a living document. Planning an evaluation is like using a roadmap to map the progress of a long journey. But how do we go about this and especially when there are multiple stakeholders involved, all with different aims and purposes? Using a large state funded program as an example, Joy will demonstrate how to connect multiple evaluation activities at the individual and community level, from a variety of stakeholders and contractors to identify key areas for improvement, measure program effectiveness, and inform future programs and policies.

Director – Social Marketing @ Griffith

Prof Sharyn Rundle-Thiele

We all need to change!

Enormous sums of money are invested to achieve behavioural change. Environmental, public health, behavioural insight and other programs are criticised for failing to deliver change in both the short and long-term with consequences for program funding. We need to move our practices beyond informing people about the need to change.

Drawing on her commercial background Sharyn will show how we can alter our practices to more effectively deliver change over time to benefit the communities we serve. Sharyn will put current behaviour change practice under the microscope and she will challenge thinking.

If we change the way we practice we can get a lot more bang for our buck!

Professor - Queensland University of Technology

Professor Rebekah Russell-Bennett

Co-creating effective change programs

Are you looking for new, more exciting ways of connecting with the people you want to help? Are your current programs not achieving the results you want? Then maybe service design might be the answer. Service design is a technique for co-creating and co-designing change programs that are customer-led and not expert-led. Service design is a holistic, user-centred, visual and experience-focused being used in leading organisations globally with practical outcomes.

This presentation will unlock the secrets of service design and showcase outcomes for change using this technique.

Professor of Marketing – UWE-Bristol

Professor Alan Tapp

Behaviour change: Let's work together!

Why do so many behaviour change programmes seem to be so narrowly defined by, say, behavioural economics, or psychology?

Effective behaviour change interventions are often multi-disciplinary – these have a synergy or a “multiplier effect”. Alan will deliver his thoughts on current practice. No stone will be unturned as he challenges our vested interests, bounded rationality, silo-mentalities, discipline-blindness, defensiveness, and even academic snobbery. Opportunities to make a step change in the returns on our behaviour change dollar will be outlined.  Alan will challenge us to get together and identify leadership that stands above the fray, transcending ‘party politics’.

CEO - Colmar Brunton

Joan Young

The 3 P's that count in social marketing: Power, Potential and Passion.

All of us who work in the field know that social marketing has the power to change the world. And yet decades after its inception social marketing has come nowhere near to achieving its full potential to make a difference. Joan Young asks 'why is that?

In this keynote, she will demonstrate the power of social marketing to change behaviour. She will speak about where we are now and where we need to be, exploring the potential for social marketing to have a much bigger impact than it currently does. She will identify the missing P, passion, and advocate that we need to believe in what we do and shout out from the rooftops about what we have to offer.

Chief Executive Officer - Enhance Research

George Zdanowicz

Finding the hook to hang a successful social marketing campaign on

Successful social marketing campaigns are built on great insights, but great insights aren't always easy to uncover. Sometimes a great insight might be staring you straight in the face, but more often than not it takes work to find it. Understanding your audience and what uniquely motivates them is just the first step.

In this presentation George will draw on his experience working on successful social marketing campaigns to discuss approaches to uncovering insights of sufficient quality to hang a successful campaign idea on.