5th NUIG Social Marketing Conference

Dr. Doug McKenzie-Mohr

Hilton Hotel, Charlemont Place, Dublin 2 09:30 :: 16th September 2013

16-17 September

This event will take the format of an interactive workshop (day 1 Introductory, day 2 Advanced) led by the world renowned community-based Social Marketing expert, Dr. Doug McKenzie-Mohr.

The one-day Introductory Workshop introduces community-based social marketing and illustrates how it is being applied throughout the world to foster sustainable behaviour. Participants will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers & benefits, developing strategies, conducting a pilot, and broad scale implementation) and will be exposed to numerous case studies showcasing its use.

The one-day Advanced Workshop explores in greater detail how community-based social marketing can be used to foster sustainable behaviour. This workshop introduces leading-edge material on selecting behaviours, identifying barriers and benefits, applying behaviour change tools, and piloting programs. More specifically, participants will learn how to select which behaviours to target by gaining experience in determining the impact, probability and penetration of current behaviours. Building on material covered in the introductory workshop, attendees will then learn how to select random samples in order to properly conduct barrier and benefit research regarding the behaviours selected in the first step of community-based social marketing. Attendees will also be coached in the development of the survey instruments that are often used for barrier and benefit research. Additionally, advanced topics on the use of social norms, commitments, and goal-setting will be covered to assist attendees to develop effective programs.

Note: to effectively participate in the advanced workshop, participants will need to have attended the introductory workshop on the 16th or have attended one of Dr McKenzie-Mohr’s previous introductory workshops on the subject.

Who should attend?
Those who design or fund programs to encourage individ¬uals or businesses to engage in environmentally beneficial behaviours - such as those involved in waste reduction, water and energy efficiency, watershed protection, pollu¬tion prevention, conservation, or transportation changes - will find these workshops invaluable. The workshops will also be useful for environmental education professionals who work in settings such as zoos, aquariums and parks. Public health professionals who work to foster active lifestyles will also benefit from attending.

Registration: Participant numbers are restricted so book early to avoid disappointment
Participants will be confirmed on a first-come basis. Participants are requested to complete an application form and submit it to:ciara@aquatt.ie before 10th September 2013. Enquires: Please direct enquires to Ciara Egan, AquaTT 01 6449008 or ciara@aquatt.ie
Fees: 1 day: €190 2 days: €290
Once registered you will be issued with an invoice and payments can be made via cheque or online bank transfer to AquaTT
Maximum number of participants: 50

All Welcome



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