Equity: Social Marketing’s Role and...

Fostering Equity: Social Marketing’s Role and Responsibility

Training Academy: June 18‐19, 2014 Main Conference: June 20‐21, 2014

Sheraton Sand Key Resort in Clearwater Beach, Florida

Provided by

Handouts online only!

Bring your laptop or mobile device!

SCHOLARSHIPS (Closed; scholarships have been awarded) It is the hope of the planning committee to offer at least two scholarships. One scholarship will be for a young professional. Another will be provided to a participant working in an economically disadvantaged area. “Young Professional” Scholarship (Congratulations to Niamh Gately, MSc) The scholarship for the “young professional” will include conference registration and up to 4 nights of lodging. “Young professional” is defined as an individual either 1) under 30 years of age, or 2) up to five years in the

field of social marketing. In order to be considered for this scholarship, the applicant must submit an abstract for consideration of poster or oral presentation, and note on the email to the conference coordinator that (s)he wishes to be considered for the young professional scholarship. Please also note age and years in the field when applying for consideration of the scholarship. “Fostering Equity” Scholarship (Congratulations to Tess Swigart and Irma Martam) In the spirit of staying true to the theme of “Fostering Equity”, the planning committee wishes to offer a scholarship to an individual coming from an area that is considered economically disadvantaged. The recipient may be international or domestic. The support includes travel (airfare, ground transportation), lodging at the hotel, meal support, and registration fees. To apply for the “Fostering Equity” scholarship, the applicant must either 1) write an essay, OR 2) create a video, explaining why you should attend the June 2014 Training Academy and Social Marketing conference. (You will not be judged negatively for poor English skills.) Send your essay or video to Bobbi Rose, the conference coordinator, by April 15, 2014. Her email address is [email protected] and her direct line is 813‐974‐6158.

CONFERENCE DESCRIPTION

THE SOCIAL MARKETING TRAINING ACADEMY: A CONCENTRATED PRODUCT FOR THIRSTY LEARNERS!

Gain social marketing expertise in concentrated time by joining us for the Social Marketing Training Academy on June 18‐19, 2014, at the Sheraton Sand Key Resort in Clearwater Beach, FL. The world famous Training Academy uses an entertaining mixture of live case studies and interactive group exercises to help you understand how to increase the impact of behavioral change projects by:

1. Knowing the core elements of a successful social marketing initiative; 2. Selecting the behavior which will have the greatest impact on the problem; 3. Selecting and prioritizing the target audience; 4. Understanding the importance of formative research and how to analyze data; and 5. Developing a marketing mix based on insights.

The Training Academy 2014 is considerably different than previous Training Academies. Attendance at an earlier Training Academy would not preclude 2014 attendance.

MAIN CONFERENCE The Main Conference offers a blend of plenary presentations by internationally recognized social marketing experts on topics of interest to learners at all levels. Concurrent sessions, both invited and selected from responses to the ‘Call for Abstracts,’ supplement the agenda with case studies of social marketing applications in a variety of settings and new developments in the field. These sessions are balanced between introductory

and more advanced audiences. The specific topics and speakers are selected to elaborate on key elements of the social marketing approach and to illustrate opportunities to apply social marketing.

PRIORITY AUDIENCE This conference is designed to meet the educational needs of Certified Health Education Specialists, and anyone working in the field tasked with changing behavior. Prerequisite knowledge of social marketing is not a requirement to attend. If you are new to the field, you are encouraged to attend the Training Academy in addition to the Main Conference.

NETWORKING IS KEY The conference is designed to offer numerous informal opportunities for networking with some of the country’s best social marketers, so be ready to mingle!

SUPPORT & EXHIBIT OPPORTUNITIES

This conference requires the support of valued partners to succeed. Interested companies/organizations are invited to e‐mail [email protected] to view a prospectus. Thank you for your support!

LEARNING OBJECTIVES

Upon completion of the Training Academy, participants should be able to: By the end of the two days, all participants will:

Know the core elements of a successful social marketing initiative;

Select the behavior which will have the greatest impact on the problem;

Select and prioritize the target audience;

Understand the importance of formative research and how to analyze data; and

Develop a marketing mix based on insights.

List at least three new professional contacts. Upon completion of the Main Conference, participants should be able to:

Critically comment on the role of social marketing in fostering equity; Discuss three examples of advanced application of social marketing practice; Explain at least five programs in which social marketing was used as a tool for

development and discuss the strengths and weaknesses of those particular applications; Suggest at least one new collaborative project or application; and List at least five new professional contacts.

ACCREDITATION

CERTIFIED HEALTH EDUCATION SPECIALISTS (CHES):

USF Health has been designated as a Multiple Event Provider (#FL0027, exp. 12/31/16) of Category I continuing education contact hours in health education by the National Commission for Health Education Credentialing, Inc. This program has been reviewed and approved for up to 11.5, 60‐minute contact hours for the Training Academy and 10.5 for the main conference, CHES event number CH20145331180.

REGISTERED DIETICIANS: (credits were denied.) USF Health, CO001, is a Continuing Professional Education (CPE) Accredited Provider with the Commission on Dietetic Registration (CDR) from 2/22/13 to 2/21/16. Registered dietitians (RDs) and dietetic technicians, registered (DTRs) will receive up to 22 Level 2 continuing professional education units (CPEUs) for completion of this program/materials. Continuing Professional Education Provider Accreditation does not constitute endorsement by CDR of a provider, program or materials.

FLORIDA LICENSED CLINICAL SOCIAL WORKERS, LICENSED MARRIAGE AND FAMILY THERAPISTS, LICENSED MENTAL HEALTH COUNSELORS:

USF Health is an approved provider (BAP#433 – Exp. 3/31/15) of continuing education credits for clinical social work, marriage and family therapy, and mental health counseling. This program has been reviewed and approved for up to 13.8, 50‐minute contact hours for the two day Training Academy, and 12.6 for the main conference. (Am awaiting verification as to how SW credits are calculated, i.e., to the nearest 10th or quarter credit.)

Certified in Public Health (CPH) ‐ The College of Public Health at the University of South Florida is an approved provider of Certified in Public Health Continuing Education Credit (CPHCE) by the National Board of Public Health Examiners. This event offers 24 CPH credits; 12 credits for the Training Academy, and 12 credits for the main conference.

SESSION COORDINATORS

The Planning Committee would like to thank the individuals that embraced coordinating theme‐based sessions.

Those individuals are noted in the faculty or planning committee lists below.

INVITED SPEAKERS

(As of May 2014) Kathryn Anderson, PhD, MPH Assistant Research Professor University of South Florida in Tampa, FL Alaska Pacific University

R. Craig Lefebvre, PhD Chief maven, socialShift Research Professor College of Public Health University of South Florida Tampa, Florida

Alan Andreasen, PhD Professor of Marketing Director of the Social Marketing Institute McDonough School of Business Georgetown University Washington D.C

Francois Lagarde Vice President of Communications Fondation Lucie et Andre Chagnon Montreal, Quebec, Canada

Lynda Bardfield Chief Creative Officer Creative Conscience Adjunct Professor Emerson College Graduate Health‐ Communication Program Boston, MA

Nancy R. Lee, MBA Session Coordinator President Social Marketing Services, Inc. Mercer Island, WA

Lisa Brown, PhD Professor School of Aging Studies College of Behavioral & Community Sciences Tampa, FL

Robert J. McDermott, PhD Prevention Research Center Fellow Florida Prevention Research Center Tampa, FL

Carol Bryant, PhD Distinguished USF Health Professor Co‐Director, Florida Prevention Research Center College of Public Health University of South Florida Tampa, Florida

Rowena Merritt, PhD Track Coordinator Director Millbank Social Marketing Ltd London, England, UK Affiliate Professor College of Public Health, University of South Florida Tampa, FL

Kelvin Choi, PhD, MPH Stadtman Investigator Acting Head of the Social and Behavioral Group Division of Intramural Research, NIMHD/NIH Bethesda, MD

James Mihelcic, PhD Professor College of Engineering University of South Florida Tampa, FL

Sonya A. Grier, PhD, MBA Associate Professor of Marketing Kogod School of Business American University Washington, DC

Rhonda J. Moore, PhD Health Science Administrator Office of Science, Center for Tobacco Products Food and Drug Administration U.S. Department of Health and Human Services Rockville, MD

Jay Kassirer Session Coordinator President Cullbridge Marketing and Communications Ottawa, Ontario, Canada

Donna Petersen, ScD, MHS, CPH Dean College of Public Health University of South Florida Tampa, FL

Philip Kotler, PhD S.C. Johnson & Son Distinguished Professor of International Marketing Kellogg Graduate School of Management Northwestern University Chicago, IL

Bill Smith, EdD, PhD (Hon) Editor, Social Marketing Quarterly President, Making Change4u Washington, DC

PLANNING COMMITTEE Kathryn Anderson, PhD, MPH Assistant Research Professor College of Public Health University of South Florida Tampa, FL Brian Biroscak Graduate Research Associate Florida Prevention Research Center University of South Florida Tampa, Florida Kelli McCormack Brown, PhD, CHES Provost and Vice President Academic Affairs Georgia College and State University Milledgeville, GA Carol Bryant, PhD Distinguished USF Health Professor Director, Florida Prevention Research Center College of Public Health University of South Florida Tampa, Florida R. Craig Lefebvre, PhD Chief maven, socialShift Research Professor College of Public Health University of South Florida Tampa, Florida

Jim Lindenberger Director, The Social Marketing Group College of Public Health University of South Florida

Robert J. McDermott, PhD Prevention Research Center Fellow Florida Prevention Research Center Tampa, FL Heidi Keller Principal Keller Consulting Olympia, Washington

Rowena Merritt, PhD Director Millbank Social Marketing Ltd London, United Kingdom Affiliate Professor College of Public Health University of South Florida Tampa, FL Mahmooda Pasha, MHS, CPH Center Administrator & Doctoral Student Florida Prevention Research Center University of South Florida Tampa, Florida Anthony Panzera, MPH Graduate Research Associate & Doctoral Student Florida Prevention Research Center University of South Florida Tampa, Florida Bobbi Rose, MA, MPH Conference Coordinator College of Public Health University of South Florida Tampa, Florida

Tampa, Florida

Bob Marshall, PhD Affiliate Associate Professor College of Public Health University of South Florida Tampa, FL Tait Martin, PhD Chief Research Officer & Partner Taproot Creative Tallahassee, FL Mary P. Martinasek, MPH, PhD, RRT Assistant Professor of Public Health University of Tampa Tampa, Florida

Bonnie P. Salazar, PhD, CHES Behavioral Scientist Salazar Consulting Group, Inc. Tampa, Florida Tali Schneider, MPH, CHES Research Associate Florida Prevention Research Center University of South Florida Tampa, FL Jenny Scott PhD Candidate Simon Fraser University Burnaby, BC, Canada Rosemary Thackeray, PhD Associate Professor Department of Health Science Brigham Young University Provo, Utah

Wednesday, June 18, 2014

TRAINING ACADEMY

TIME SESSION / EVENT

8:00 AM – 5:00 PM REGISTRATION DESK OPEN & EXHIBITS

8:00 AM – 9:00 AM CONTINENTAL BREAKFAST

TRAINING ACADEMY: DAY 1

9:00 AM – 9:30 AM Overview of the Training Academy

(Carol Bryant, PhD; Rowena Merritt, PhD; Kathy Anderson, PhD)

9:30 AM – 10:20 AM What’s So Different? Overview of Social Marketing’s Distinctive Features

(Carol Bryant, PhD; Rowena Merritt, PhD)

10:20 AM – 11:00 AM Social Marketing in Practice: Case Studies (Rowena Merritt, PhD; Carol Bryant, PhD)

11:00 AM – 11:20 AM COMFORT BREAK

11:20 AM – 12:15 PM Getting Started: Understanding Your Problem and Developing Your Behavioral Goal (Kathy Anderson, PhD)

12:15 PM – 1:00 PM LUNCH ON OWN

1:00 PM – 2:10 PM Selecting and Prioritizing Your Target Audience(s) – Based on Your Behavioral Goal (Rowena Merritt, PhD)

2:10 PM – 3:00 PM Customer Profiling Exercise: Understanding What Moves and Motivates Your “Customer” (Rowena Merritt, PhD)

3:00 PM – 3:20 PM COMFORT BREAK LOBBY II

PROGRAM AGENDA

3:20 PM – 3:50 PM Research in Social Marketing (Carol Bryant, PhD)

3:50 PM – 4:30 PM Customer Journey Mapping

(Alyssa Mayer, MPH; Mahmooda Pasha, MHS; Brian Biroscak, MA, MS)

ADJOURN FOR DAY

Thursday, June 19, 2014

TRAINING ACADEMY


8:00 AM – 5:00 PM REGISTRATION DESK OPEN & EXHIBITS


8:45 AM – 9:00 AM Call of 2014 Photo

9:00 AM – 9:30 AM Marketing Mix Reminder and the Best Ways to Pre‐test your Marketing Mix (Carol Bryant, PhD)

9:30 AM – 11:00 AM Using the Research to Develop your Marketing Mix (Rowena Merritt, PhD)

11:00 AM – 11:20 AM COMFORT BREAK

11:20 AM – 11:50 PM Knowledge Gap Analysis for own Projects (Kathy Anderson, PhD)

11:50 AM‐12:30 PM Stakeholder Analysis and Engagement (Kathy Anderson, PhD; Carol Bryant, PhD)


1:15 PM – 2:30 PM Selling Social Marketing to the Big Dogs (Carol Bryant, PhD; Bob Marshall, PhD)

2:30 PM – 2:45 PM COMFORT BREAK

2:45 PM – 3:30 PM Test what you have learnt: Do You Now Think Like a Social Marketer? (Rowena Merritt, PhD)

3:30 PM –4:30 PM Graduation Ceremony

4:30 PM Adjourn

Main Conference agenda is a work in progress. May 2014

FRIDAY, JUNE 20, 2014 – Main Conference


7:00 AM – 5:30 PM REGISTRATION DESK OPEN


8:30 – 8:45 AM Welcome

8:45 – 9:15 AM Using Social Marketing to Reduce Financial Disparity (Phil Kotler, PhD)

9:15 – 9:30 AM Audience Q & A with Dr. Phil Kotler

9:30 – 10:00 AM Gender Equity: How Many P’s Will it Take? (Lynda Bardfield)

10:00 – 10:15 AM Audience Q & A with Lynda Bardfield

10:15 – 10:45 AM BREAK

10:45 – 11:00 AM Presentation of The Kotler Award

11:00 – 11:45 AM Young Professionals Panel (Mary Martinasek, PhD; Tait Martin, PhD)

11:45 – 12:15 PM Training to Deliver: Using Social Marketing in Jordan to achieve national behavior change to tackle environmental problems (Robert Cadinalli, John Bromley)

12:15 PM – 12:30 PM Audience Q & A


1:45 PM – 3:00 PM COLLABORATORIES

A1 : USF Center for Urban Transportation Research

WalkWise : A Grassroots Pedestrian Safety Campaign (Julie Bond, Phil Winters, PhD)

Social Marketing Approach to Motorcycle Safety (Chanyoung Lee)

A2 : Heath Equity

Using Social Marketing to Reduce Newborn Deaths (Mahmooda Pasha ; Rowena Merritt, PhD)

A Consumer‐Based Planning Approach to Strength Competence in a Culturally Diverse Public Heath Workforce (Melissa Howard, PhD, MPH ; Erin Largo‐Wight, PhD)

A3: Evaluation: Techniques, Pitfalls, Creative Solutions (Kathy Anderson, PhD; Robert McDermott, PhD)

The Effectiveness of Game On: Know Alcohol (GO:KA) – Preliminary Results from the First Intervention School (Sharon Rundle‐Thiele)

MumBub Connect: Improving Breastfeeding Rates Using SMS (Joy Parkinson) Syke: A Social Branding Campaign to Reduce Tobacco Use Among Alternative

Youth (Jeffrey Jordan)

A4: Social Marketing and Mental Health Use of Social Media to Enhance Disaster Preparedness, Response, and

Recovery (Lisa Brown, PhD) Real Warriors Campaign: An Integrated Approach to Combating Stigma

Surrounding Mental Health Treatment in the Military Culture (Dana Stirk, MBA; Danika Rainer, MBA)

Salir Adelante: Addressing Inequity in Latino Mental Health Service Access (Kevin Kirkpatrick, MS)

A5: Innovative Self Supply Solutions: Social Marketing and Environmental Engineering (Carol Bryant, PhD; James Mihelcic, PhD; Craig Lefebvre, PhD; Linda Whiteford, PhD; Michael MacCarthy; Nick Goodwin)

A6: Tobacco Control Panel Waterpipe Tobacco (Hookah) Smoking: Use and Behavior Change on College

Campuses (Mary Martinasek, PhD) The New Face of Tobacco: The Advertising and Messaging of Non‐Combustible

Tobacco Products (Amanda Richardson, PhD) Electronic Cigarette (E‐Cigs) Use in Vulnerable Populations – Relevance of

Targeted Marketing (Rhonda Moore, PhD) Under the Radar: Tobacco Direct‐to‐consumer Marketing and its effect (Kelvin

Choi, PhD, MPH)

A7: Gender Equity: Are We There Yet? (Lynda Bardfield, BA)

Panel: Paromita Goswami, Irma Marten, Laura Ricardo

3:00 PM – 3:15 PM COMFORT BREAK

3:15 PM – 4:30 PM COLLABORATORIES (DIFFERENT PRESENTATIONS)

B1: Reaching Critical Mass within Local Communities A Model for Disseminating Social Marketing from the Field of Watershed

Protection (Nancy Lee, MBA) Two Models for Disseminating Social Marketing from the Field of

Transportation (Jay Kassirer, MBA; Phil Winters)

B2: Social Marketing’s Role in Policy Development Overview of Social Marketing’s Role in Policy Development: Case Studies

(Alan Andreasen, PhD) Rhode Island’s Experience with Flu Vaccinations (Bob Marshall, PhD) Community Based Prevention Marketing (Alyssa Mayer)

B3: Social Marketing and Substance Abuse The Effectiveness of Game On: Know Alcohol (GO:KA) – Preliminary Results

from the First Intervention School (Sharyn Rundle‐Thiele) SecuRx: Preventing Prescription Drug Diversion and Abuse in Schools

(Nicole Wanty, MAA)

B4: Cross‐Disciplinary Approaches to Social Marketing Social‐Marketing Approach to Revoke Terrorists' Societal License to Kill:

Peace‐building between Christians and Muslims with ZMET Formative Research (Paromita Goswami, PhD)

“Show Me, Help Me, Make Me” and the Diffusion of Innovations: A Paired Model to Better Describe Social Marketing Approaches to Lay Audiences (Dave Ward)

Leveraging the Convergence Between Social Marketing and Community‐Based Participatory Research for Sustainable Change (Lea Pounds, MBA, PhD( c ))

B5: Social Marketing and Tobacco Messaging to Deter Hookah Smoking Among College Students

(Mary Martinasek, PhD) CRUSH: A Social Branding Intervention to Promote a Tobacco‐free Lifestyle in

the LGBT Community (Amanda Richardson, PhD) Syke: A Social Branding Campaign to Reduce Tobacco Use Among Alternative

Youth (Jeffrey Jordan)

B6: Social Marketing and Academia Academic & Practitioner Tips for Publishing on Social Marketing

(Robert McDermott, PhD; Craig Lefebvre, PhD; Lynne Doner Lotenberg, MA; Moderator: Ryan Hollm)

Mapping a 20‐year History of Social Marketing: A Content Analysis of Articles Published in its Premier Journal (Jenny Scott, MA)

4:45 PM – 6:00 PM POSTER WALK AND RECEPTION

4:45‐9:00 PM INCUBATORS (OPTIONAL ATTENDANCE)

4:45 – 5:30 PM INCUBATOR: NUTRIENT LOADING

SATURDAY, JUNE 21, 2014 – Main Conference


7:15 AM – 4:45 PM REGISTRATION DESK OPEN


8:00 – 8:15 AM Welcome

8:15 – 8:45 AM Preventing Poverty through Educational Success (Francois Lagarde)

8:45 ‐ 9:00 AM Audience Q & A with Francois Lagarde

9:00 – 9:30 AM Targeting Social Marketing for Health Equity (Sonya Grier, PhD, MBA)

9:30 – 9:45 AM Audience Q & A with Sonya Grier, PhD, MBA

9:45 – 10:15 AM BREAK

10:15 – 10: 45 AM Power and Equity: Who Decides What’s Fair? (Bill Smith, EdD)

10:45 – 11: 00 AM Audience Q & A with (Bill Smith)

11:00 – 11:30 AM Change Agents, New Technology, New Research (Nick Goodwin)

11:30 AM – 11:45 AM Audience Q & A with (Nick Goodwin)

11:45 AM – 1:00 PM LUNCH ON OWN

1:00 PM – 3:00 PM ABSTRACT SESSIONS

C1. Research and Audience Segmentation Techniques

A Quantitative Approach to Developing Audience Personas for Prescription Drug Safety Programs (Olivia Taylor, MPH)

Using Audience Segmentation and Social Marketing to Engage Traditionally Underserved Woodland Owners in Conservation (Kelley Dennings)

Join the Conquest: Developing a Social Marketing Campaign to Increase Clinical Research Participation in North Carolina (Heidi Hennink‐Kaminski, PhD)

Shoestring Audience Research: Amassing a Cumulative Body of Knowledge about Coastal Property Owners’ Environmental Behavior, One Project at a Time (Heidi Keller, MA; Cammy Mills)

C2. Social Marketing in Environmental Programs

Safeguarding American Agricultural and Natural Resources: A National Traveler Outreach Initiative (Sarah Evans, PhD)

Be Floridian: Using Social Marketing (and a Plastic Pink Yard Flamingo) to Reduce Fertilizer Use (Nanette O’Hara, BS)

A Social Marketing Program to Enhance Water Conservation in Jordan

(Rowena Merritt, PhD)

C3. Social Marketing in Public Health I

Developing Marketing Mixes for Multiple Audiences – The National Diabetes Prevention Program (Joshua Petty, MBA)

Community Water Fluoridation: Using a Social Marketing Approach to Solve a Complex Public Health Challenge (Abigail Fredenburg)

The Search for Sustainability: Finding Best Bones Forever! a New Home

(Ann Abercrombie, MLS)

A Stakeholder Process Evaluation of Social Marketing Walking Intervention Targeting Children (Lisa Schuster, PhD)

C4. Social Marketing in Public Health II

MumBubConnect: Improving Breastfeeding Rates Using SMS

(Joy Parkinson, PhD)

A Social Marketing Intervention to Increase Supplemental Nutrition Assistance Program Redemptions at Farmers’ Markets in the US (Robert John, PhD)

Food Explorers: Developing a Campaign to Increase Fruit & Vegetable Consumption in Rural NC Elementary Schools (Heidi Hennink‐Kaminski, PhD)

The SNAP‐Ed New Mexico Social Marketing Project: Changing Behavior through Consistent Messages (Glenda Canaca, MD)

3:00 PM – 3:30 PM BREAK

3:30 PM – 3:45 PM Presentation of Young Professional Award

3:45 PM – 4:15 PM The Future of Social Marketing

(Alan Andreasen, PhD; Craig Lefebvre, PhD; Bob Marshall, PhD; Donna Petersen, ScD)

4:15‐‐4:30 PM SAFE TRAVELS ; SEE YOU IN 2016

SESSION DESCRIPTIONS Session descriptions (as of May 2014) Using Social Marketing to Reduce Financial Disparity (Phil Kotler, PhD) Reducing income inequality calls for implementing social marketing measures on two fronts. One is to assist the poor to overcome income barriers. The other is to convince the super‐rich to share more of their good fortune with the poor. We will review the social marketing of the Giving Pledge and other social, economic and legal measures. Using Social Marketing in Jordan to Achieve National Behavior Change in the Environment (Public Action for Water Energy and Environment, a project of the US Agency for International Development) Jordan is the fourth most water impoverished country in the World; and 97% of the country’s energy is imported. Since the late 1980's, the Government has taken steps to improve the situation through policies, regulations, institutional reforms, and the use of new technologies. Over the last five years there has been a realization that behavior change can also play a major role in increasing water and energy efficiency at the household and business level. The Public Action for Water Energy and Environment program (PAP) is the first national social marketing program in the Middle East which is trying to get a population to change its behavior in the environmental sector. As part of the overall behavior change program, PAP have implemented a major "Training to Deliver" Social Marketing project over the last two years. The idea behind this innovative project was to train up a number of individuals in six of Jordan's key NGO organizations currently working in the Environment sector. These people were then given an opportunity to develop their own social marketing projects with grants provided by USAID. Power and Equity: Who Decides What’s Fair? (Bill Smith, EdD) Participants will work with the presenter to develop a social marketing approach to the “Last Inequity:” Death with Dignity. The question of equity will be framed as a power struggle to determine who decides, in which social marketing can play a small, but often critical role. The question will be raised‐how can “victims” of inequity use social marketing to gain power. A5. Innovative Self Supply Solutions: Social Marketing and Environmental Engineering (Carol Bryant, PhD; James Mihelcic, PhD; Craig Lefebvre, PhD; Linda Whiteford, PhD; Michael MacCarthy) Social marketing offers environmental engineers a powerful framework for creating and disseminating more effective solutions to some of the world’s most complex environmental challenges. This session will explore

how social marketing can be used by environmental engineers to: assess existing and emerging low‐cost environmental technologies; assess market forces that influence household and market desirability and demand; and, create new markets by identifying consumers’ who need new and improved technological products, local networks of relevant manufacturers, suppliers, distributors and retailers. A6. Tobacco Control Panel (Mary Marinasek ,PhD; Rhonda Moore ,PhD; Kelvin Choi, PhD, MPH; Peter Mitchell) Tobacco Marketing contributes to tobacco‐related vulnerability in the US and globally. How the tobacco industry markets a product has been shown to influence consumer behavior, including perceptions of risk and the use of conventional tobacco products, as well as new and emerging noncombustible products. The first presentation (Choi) will present a systematic literature review related to the prevalence and impact of tobacco direct‐to‐consumer marketing in the population. The second presentation (Martinasek) uses a social marketing approach to better understand consumer perceptions of the benefits and harms associated with Waterpipe smoking. E‐cigarettes (E‐Cigs) are a newer category of product, marketed as a much safer and cheaper alternative to conventional combustible equivalents. In the third presentation (Moore) will explore targeted marketing of E‐cigs to vulnerable populations, with a specific emphasis on pregnant women. Given the limited evidence regarding either the safety profile, or the efficacy of these products; E‐Cigs marketing as “safe or healthy” is problematic, and can place vulnerable populations at risk. The fourth presentation (Richardson) describes a series of studies whereby full‐service advertising firms were used to systematically collect U.S. advertisements for NCPs (e‐cigarettes, snus, dissolvables, and chew/dip/snuff) over varying periods of time. Advertisements are tailored to the target audience and often contain distinct health messages. Peter Mitchell (SalterMitchell) will serve as moderator for this panel. A social marketing approach is warranted as it can enhance understandings of target audiences and aid in determining successful strategies to understand and change behavior in vulnerable or high risk populations. Mr. Mitchell will also broadly discuss the potential impact of all these presentations in light of social marketing approaches (including lessons learned). (Conference Organizer: Rhonda J. Moore) A7. Gender Equity: Are We There Yet? (Lynda Bardfield, BA) With the recent discussion in the U.S. about salary disparities between men and women and a political environment that puts reproductive rights at risk, no country, developed or developing, is immune to gender inequality. That said, most programs, whether focused on health, education, agriculture, livelihoods, or environment treat gender equity as an afterthought with few to none that focus on decreasing the gender gap. This collaboratory will bring together professional women from several countries in a panel discussion about gender and the role that it plays in health, economic, and educational outcomes. We will learn about panelist’s aspirations as young girls, how gender inequality drives disease, poverty, hunger, literacy, and violence in their countries, and how social marketing can be harnessed to bring us closer to an equitable solution. The collaboratory will be moderated by social marketing veteran Lynda Bardfield who has worked in over 40 countries. B1. Reaching Critical Mass within Local Communities This session will begin by presenting three inspiring models for engaging and training local communities to develop and implement their own social marketing plans. Nancy Lee will discuss her work on water quality and wildlife habitats with communities in two of the largest estuaries in the U.S. This work involves trainings, certifications, plan development, technical assistance and dissemination. Jay Kassirer will talk about the school travel planning process in Canada, and how participating schools learn to research local barriers and benefits, develop and implement strategies to address them, and evaluate the impacts. Phil Winters will describe USF’s new Social Marketing in Transportation certificate program, which combines on‐line and in‐person training and certification.

Then, participants will split into smaller topic‐related groups to discuss the application of these ideas to their own programs. All three models are also relevant to other settings and topics– such as workplaces and local neighbourhoods, as well as to other environmental fields such as waste reduction, and to public health and

injury prevention. Because they are grass‐root programs, they can be replicated or adapted for use in developing countries. B2: Social Marketing’s Role in Policy Development (Alan Andreasen, PhD, Bob Marshall, PhD, Alyssa Mayer) This session capitalizes on the experiences of persons working in applied settings using social marketing to influence consumers, program leaders, and decision makers around "upstream" issues involving policy development and enactment. Participants will learn about social marketing's application to address the challenge of influencing program leadership where our frameworks and core concepts can be especially powerful, and hear about two case studies: (1) enacting policy requiring Rhode Island healthcare personnel to obtain influenza immunization; and (2) directing grass‐roots community groups / coalitions to adopt a social marketing‐inspired framework to select, tailor, implement, and monitor local policy change. The audience will have opportunity to reflect on these presentations, ask questions to panelists, and suggest further opportunities for applying social marketing principles for influencing upstream solutions to challenging health

and social issues. Social marketing initiatives come about in a number of ways. Their role is ultimately determined by program leadership and/or the policies under which intervention is sought (often determined by the funding source). Where social marketing is given little attention or interest, a challenge is – once again – a problem of behavioral influence. Social marketers can, of course, simply make the case for the approach’s superiority but program leaders will inevitably have their own preferences and biases. In my experience, the key is to treat the challenge of influencing program leadership as just another social marketing challenge where our frameworks and core concepts can be especially powerful. My early experience in Bangladesh convinced me of the wisdom of such an approach. B6. Academic & Practitioner Tips for Publishing on Social Marketing (Robert McDermott, PhD; Craig Lefebvre, PhD; Lynne Doner Lotenberg, MA; Moderator: Ryan Hollm) Social marketing is constantly working to expand its evidence base. The field faces the challenge of bridging the divides between academics and practitioners so that research is simultaneously scholarly and practical, theoretically grounded and easily understood. Our panel will provide aspiring authors with information backed by decades of experience serving as reviewers, authors, and editors for social marketing and other journals. This dialogue will illustrate what editors are looking for in a paper―both in terms of format and content―so that style does not distract from content and lessen an author’s chance for publication. The objective of this panel is to demystify the writing process for new authors and help relatively inexperienced authors build their skills, resulting in an expanded social marketing author base and literature. The panel will begin with an overview of best practices for writing for academic journals. It will provide guidance for practitioners interested in, and unfamiliar with, the structure and style used to prepare journal manuscripts. It will also provide academics with suggestions for communicating their research to the field. The panel will connect these broader tips to the context of social marketing journals, drawing on the experience of the editorial staff of Social Marketing Quarterly, the field’s longest‐running journal. The session will include time for questions and answers.

REGISTRATION

Online registration is preferable. Here is the link: http://tinyurl.com/SM2014-registration (You may register online even if paying by check.) Fees:

Option Early Bird

(Until 5/21/14) Regular

(After 5/21/14) Full Time Student*

Full Conference (Wednesday through Saturday) $525 $625 $375

Training Academy Only (Wednesday & Thursday) $350 $400 $250

Main Conference Only (Friday & Saturday) $350 $400 $250

Single Day $200 $200 $200

If you need to pay via Purchase Order, you must email [email protected] for permission to do so.

*Students must submit a valid photo ID copy and a letter/email from their department head to qualify for the discount. This can be faxed to 813‐974‐5172 or emailed to [email protected]. There are 3 ways to register:

1. Online: Click on the registration link: http://tinyurl.com/SM2014‐registration 2. Print the registration form at the end of this document and fax the registration form and payment

information to (813) 224‐7864.

3. Print the registration form at the end of this document and mail registration form and payment to:

USF Health Professions Conferencing Corp.

ATTN: CH2014 533/1180

P.O. Box 628263

Orlando, FL 32862‐8263

Registration Fees Includes (per participant)

Training Academy:

Attendance at the two day event, continuing education credits as applicable, access to exhibits as applicable, continental breakfast and breaks, and any materials or handouts. These may be paper or electronic.

Main Conference:

Attendance at the two day event, continuing education credits as applicable, access to exhibits as applicable, continental breakfast, breaks, reception and poster walk, as well as any materials or handouts. These may be paper or electronic.

Special this year: Six month trial membership to iSMA.

Cancellation & Refund Policy Cancellations must be requested in writing via email to [email protected], and received by May 18, 2014 in order to receive a refund. A $75 cancellation fee will be assessed to cover administrative costs. There are no refunds for no‐shows or for cancellations received after May 18, 2014; however, substitutions are welcome without penalty. USF Health reserves the right to cancel this activity due to unforeseen circumstances. In the event of such cancellation, only the registration fee will be returned to the registrant. USF Health will not be responsible for travel expenses incurred by the participant in case of cancellation.

REGISTRATION FORM23rd Annual Social Marketing Conference

June 18‐21, 2014 – Sheraton Sand Key Resort – Clearwater Beach, FL FORM FIELDS ENABLED – PLEASE TYPE

First Name: MI: Last Name:

Degrees/Credentials: Organization:

Street Address:

City / State / Zip: Birth Date (mm/dd):

Daytime Phone: Fax: Cell:

E‐Mail (Required): Gender: Female Male

Do you want your e‐mail to appear on the participant list? Yes No License #:

Professional Profile: Certified Health Ed. Spec. (CHES) Reg. Dietician (RD) CPH: Other:

How did you hear about this course? Website E‐Mail Colleague Postcard Other:

Will you attend Friday’s reception? Yes No

REGISTRATION FEE

OPTION Early Bird (Until 5/21/14)

Regular (After 5/21/14)

Full Time Student*

Full Conference (Wednesday through Saturday) $525 $625 $275

Training Academy Only (Wednesday & Thursday) $350 $400 $200

Main Conference Only (Friday & Saturday) $350 $400 $200

Single Day – Wed Thursday Friday Saturday $200 $200 $200

Guest Ticket for Reception (free to registrant) $35 $35 $35

*Students must submit a valid photo ID copy or a letter/e‐mail from their department head to qualify for the discount. This can be faxed to 813‐974‐5172 or e‐mailed to [email protected]. Only FULL‐TIME students qualify for the discount.

PAYMENT METHOD

Check (payable to USF HPCC) Amount: $

Credit Card: AmEx MasterCard Visa Credit Card Exp. Date:

Credit Card Number: CCV / Security Code:

Name on Credit Card: Signature:

Purchase Order – You must e‐mail [email protected] for permission to pay via PO.

BRING YOUR LAPTOP OR MOBILE DEVICE!

Conference information, handouts, and other interactive opportunities will only be available online before and during the conference. Free wireless internet service will be available in the conference rooms and conference lobby area. It is recommended that you bring your wireless laptop or internet capable mobile device to access conference information.

LOCATION

Sheraton Sand Key Resort 1160 Gulf Blvd. Clearwater Beach, FL 33767 727‐595‐1611 www.sheratonsandkey.com

Sink your toes into 10 acres of sugar‐white sands at this exclusive beach resort located in Clearwater Beach, Florida. Enjoy pool and beach activities, tennis, spa services, fitness center, shopping, casual and fine dining, and more. You can also hop on a trolley to explore the scenic Clearwater Beach area.

A limited number of rooms have been reserved for this meeting at the special group rate of $168 single/double plus tax. As an added bonus, the group rates above come with a complimentary internet access code, which will be provided at check‐in.

For reservations, please call 727‐595‐1611 and identify yourself as a participant of the Social Marketing Conference to receive the special group rate. Here is the URL if you prefer to make a reservation online

http://tinyurl.com/lodging‐SM2014

Group rates cannot be guaranteed after May 17, 2014, so be sure to make your reservation early!

PARKING – The Sheraton Sand Key Resort offers complimentary self‐parking; however, parking is limited, so it is recommended that attendees arrive early to allow sufficient time to locate a space.

INTERESTED IN SHARING A HOTEL ROOM?

If you are interested in sharing a hotel room for the 2014 Social Marketing in Public Health Conference, please e‐mail [email protected] to complete a questionnaire. Your information will be made public to any attendee that contacts us looking for a roommate.

This listing is not monitored by the Social Marketing Conference Planning Committee (SMCPC) and individuals are responsible for their own listings and contacting others on the list. SMCPC assumes no responsibility for matching people, room share issues, hotel reservations, or insuring roommates are found. If you have found someone to share a room with please e‐mail [email protected] to be removed from the list. Accessing the survey does not obligate you to register or attend the conference.

TRANSPORTATION

Travel and Accommodations There are many airlines serving the Tampa Bay Region. The nearest airports are Tampa International and St. Petersburg / Clearwater.

Ground Transportation Ground transportation to/from the airport and hotel is available through SuperShuttle passenger van service. Please contact Super Shuttle directly at (727) 572‐1111, toll free (800) 258‐3826, or online at www.supershuttle.com. Taxis and rental cars are also available at the airport.

SuperShuttle Airport Arrival Instructions (with reservation) Upon arrival at the Tampa International Airport, please proceed to

baggage claim to pick‐up your bags. The baggage wheels are divided by airlines, so make sure you search for your airlines baggage claim area.

After collecting your baggage, follow signs to Ground Transportation. SuperShuttle has a booth on the ground floor (near the glass entrance/exit doors).

Check in with the reservation agent and give either your name or your confirmation number. If you find yourself slightly off track, the SuperShuttle agent will assist you. Tell them you are traveling to the Sheraton Sand Key or Marriott Sand Key and they will direct you to the next departing Shuttle.

You may wait in the heated/air conditioned room near the agents’ booth. Please ensure that all of your bags are accessible to the driver to load prior to departure.

For more information regarding ground transportation to/from Tampa International Airport, please visit www.tampaairport.com/ground_transportation.

EQUAL OPPORTUNITY

Events, activities and facilities of the University of South Florida are available to all without regard to race, color, marital status, gender, sexual orientation, religion, national origin, disability, age, Vietnam or disabled veteran status as provided by law and in accordance with the University’s respect for personal dignity.

ACCOMMODATIONS FOR DISABILITIES

Please notify the USF CPD Office, 12901 Bruce B. Downs Blvd., MDC 46, Tampa, FL 33612, call 813‐224‐7860, or e‐mail [email protected] by May 31, 2014 if a reasonable accommodation for a disability is needed.

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