health & social care
local government
voluntary sector
2

Enhancing the Use of Social Marketing to Improve Public Health

health & social care

local government

voluntary sector

08:45 - 16:00

Thursday 16 January 2020

Central London

Early Bird Discount Offer

10% off all advertised rates for a limited time only. Discount available to public / voluntary organisations only.

This Forum will provide delegates with an opportunity to discuss effective ways of tackling public health issues through the use of social marketing. Attendees will hear from leading stakeholders, including NHS England on creating successful long-term health marketing campaigns and how they brought about positive behavioural changes in society. Attendees will also hear from best practice case studies who have created research-based social marketing programmes across the public sector, designed to educate the public, engage young people and target disadvantage groups.

Audience

This Forum is specially designed for the Health Sector, Local Government and the Voluntary Sector. Typical job titles will include:

  • Marketing Managers 
  • Research and Insight Managers 
  • Campaign Managers 
  • Heads of Media and PR 
  • Heads of Strategy and Engagement
  • Heads of Marketing Planning 
  • Heads of Communication 
  • Campaign Leads 
  • Heads of Public Health
  • Social Media Advisors 
  • Digital Marketing Managers 

This Forum is also open to Private Sector to encourage debate and networking.

Key Speakers Confirmed:
  • Phil Bastable, Head of Marketing, NHS England
  • John Bromley, Director, The National Social Marketing Centre
  • Sue Kong, Director, NHS Elect
View the agenda and additional speakers

The Office for National Statistics released figures in February 2019 that stated that approximately 23% of all deaths in the UK were considered avoidable. This statistic highlights the importance that social marketing can play in educating the public about that harms of certain behaviours such as smoking and excessive alcohol consumption. 

Public Health England (PHE) released their Social Marketing Strategy 2017 to 2020 which set out a series of aims that they would be looking to meet in order to encourage healthy behaviours from the public. The report outlining six principles that all social marketing published by PHE would follow including: delivering change at scale, supporting local public health delivery, working in partnership, innovate methods to engage audiences, build on existing evidence bases and target audiences that need it most. 

One of the aims set out in the NHS Long Term Plan was prevention, with a focus on reducing smoking, obesity and alcohol intake. These issues can be tackled through appropriate social marketing and education programmes. With the NHS being stretched to its limits, it is vital that local councils, healthcare providers and the voluntary sector are working together to reduce the strain by impacting positive behavioural changes for preventable public health issues. 

08:45

Registration, Refreshments and Networking


09:30

Chair's Welcome Address

Tessa Langley, Associate Professor, Faculty of Medicine & Health Sciences, University of Nottingham (invited)


09:40

Morning Keynote: Creating Long-Term Successful Marketing Campaigns Across the Health Sector

  • Examining the six key marketing principles outlined in Public Health England’s Social Marketing Strategy 2017 to 2020, including deploying marketing schemes to deliver change on scale and target campaigns to reach those who need it most 
  • Sharing guidance on effectively deploying a national marketing campaign and the common characteristics which make them successful, such as making them accessible through the use of simple language and straight-forward ideas  
  • Highlighting the success of the Change4Life campaign a decade after its inception and how it has continues to adapt to create a sense of trust within society 
  • Understanding how Public Health England have met the aims set out in their Social Marketing Strategy 2017-2020, including strengthening existing programmes such as Living Well as well as improving partnership programmes with local partners
  • Examining PHE’s Our Life Course approach which target specific audiences at different life stages through the branding of Starting Well, Living Well and Ageing Well

Matthew Walmsley, Head of Marketing Planning and Insight, Public Health England (PHE) (invited)


10:00

Special Keynote: Engaging the Public Through Memorable and Accessible Campaigns

  • Outlining how NHS England launched the NHS 111 Help US, Help You campaign to raise awareness for the NHS 111 service through the use of tv adverts and social media posts
  • Exploring the success of this scheme in promoting 111 use to assess the severity of an individuals conditions and relieve some of the dependency on NHS urgent care services
  • Understanding how to create campaigns that are memorable to ensure that they have the biggest impact on the general public and can ensure behavioural changes in individuals
  • Sharing key lessons from successful NHS England campaigns, such as the Be Clear on Cancer campaign, which promotes awareness and early diagnose through clear messaging

Phil Bastable, Head of Marketing, NHS England (CONFIRMED)


10:20

Questions and Answers Session


10:40

Refreshments and Networking


11:00

Case Study: Supporting NHS Organisations with Marketing, Communications and Branding

  • Understanding how NHS Elect help NHS organisations to plan and execute marketing campaigns by providing strategic advice and support
  • Highlighting how NHS Elect tailor support to NHS organisations by providing marketing assistance that can be adapted to local needs 
  • Outlining the importance of branding and reputation management when creating marketing campaigns to ensure that people view your brand as trustworthy 
  • Exploring how NHS organisations can utilise the Goldfish Bowl model to gain value insights in to how patients will respond to social marketing methods

Sue Kong, Director, NHS Elect (CONFIRMED)


11:20

Case Study: Creating Effective Campaigns to Tackle National Health Issues: A Charities Perspective

  • Understanding how Cancer Research UK have created nation-wide campaigns to raise awareness for the impact that obesity and smoking can have on developing cancer
  • Examining how Cancer Research UK have utilised e-campaigners and digital marketing to engage audiences and raise awareness for changes that individuals can make to reduce their risk of getting cancer 
  • Exploring the effectiveness of previous social marketing campaigns run by Cancer Research UK, such as the Right Now campaign that aims to make the public aware of the reality of cancer
  • Discussing the impact that social marketing has had on making the general public aware of steps they can take to reduce their risk of getting cancer, including stopping smoking

Jo Cooke, Director of Brand and Marketing, Cancer Research UK (invited)


11:40

Case Study: Effectively Utilising Digital Technology to Engage Young People and Encourage Behaviour Changes

  • Outlining how Havering Council created a healthy living campaign that aimed to engage primary and junior school pupils to educate children about the harms of unhealthy food
  • Examining the process of how Havering Council created Veggie Run, an app to engage and educate children as well as converting digital rewards from the game into tangible sporty prizes for the pupils and schools
  • Highlighting the results of this social marketing campaign, including an increase of 14% in the number of students choosing healthy school catered meals and app downloads reaching 13,000
  • Sharing guidance on the importance of taking a two-pronged approach to marketing to ensure that both pupils and parents were engaging with the healthy living campaign and understand the benefits of health behaviours

Kayley Johnson, Marketing Manager, Havering Council (invited)


12:00

Questions and Answers Session


12:20

Lunch and Networking


13:20

Afternoon Keynote: Identifying Target Markets to Ensure Social Marketing is Utilised Effectively

  • Outlining the impact that social marketing can have for public health issues when used effectively
  • Exploring how to best utilise funding when designing social marketing campaigns by identifying the best channels to target specific audiences
  • Understanding the importance of gauging the target audiences’ knowledge of a given subject before designing a social marketing campaign to increase the effectiveness
  • Discussing how taking a strategic approach to social marketing can help to remove the barriers to engaging their target audiences and have a bigger opportunity to make behavioural changes

John Bromley, Director, The National Social Marketing Centre (CONFIRMED)


13:40

Special Keynote: Understanding the Current Landscape of Social Marketing within the Health Sector

  • Sharing best practice advice from the private sector on how health and voluntary organisations can utilise social marketing to combat public health problems
  • Outlining key methods that the health sector should be utilising to measure the impact that campaigns are having on societal behaviours
  • Exploring how the rise of social media has impacted social marketing and has made it easier to reach some audiences
  • Discussing how the health sector can embrace new technology, including artificial intelligence (AI) as a method of increasing the impact that social marketing campaigns have
  • Understanding the role that awareness plays for social marketing in the health sector as a method of changing behaviours

Gemma Butler, Marketing Director, Chartered Institute of Marketing (invited)


14:00

Questions and Answers Session


14:20

Refreshments and Networking


14:40

Case Study: Establishing a Robust Local Health Marketing Campaign Targeting Disadvantaged and Rural Groups

  • Outlining how Dorset County Council implemented the LiveWell Dorset campaign to provide support for four behaviours; diet, exercise, smoking and drinking
  • Understanding how LiveWell advisers and coaches utilised a COM-B model to help individuals make long-term lifestyle changes by utilising this behaviour change model that focuses on capability, motivation and opportunity
  • Exploring how LiveWell Dorset aimed to increase involvement and engagement with the programme by utilising current social media campaigns, such as Stoptober, as well as starting their own
  • Sharing the success of this programme in helping individuals to live healthier lifestyles and how they measured the success of the programme, in particular for groups where they were trying to tackle health inequalities that existed 

Sam Crowe, Director of Public Health, Public Health Dorset (invited)


15:00

Case Study: Successfully Adapting and Developing a National Health Campaign to Ensure Longevity and Improve Awareness

  • Outlining how Sport England created the This Girl Can campaign with the aim of encouraging women across the county to start a more active lifestyle through the use of widespread social media coverage, empowering videos and poster campaigns
  • Understanding how Sports England have developed the campaign further by introducing different phases such as the ‘Fit Got Real’ stage to ensure that the audience stayed engaged with the idea of being active 
  • Discussing the success of this campaign in engaging over 3 million women from across the country to make positive physical changes as well as achieving over 37 million campaign views 
  • Exploring the significance that planning the campaign in stages has had on the longevity and wide spread effect of this campaign including ensuring that the campaign is appealing to women in an organic way 

Kate Dale, Campaign Lead, This Girl Can, Sport England (CONFIRMED)


15:20

Case Study: Outlining the Importance of Conducting Thorough Research to Target Certain Audiences

  • Outlining how Drinkaware conducted extensive research into which ideas would be the most receptive to 45-65 year olds before designing the Drink Free Days campaign
  • Sharing guidance on how to use extensive research to influence marketing campaigns and content, such as how Drinkaware utilised research to understand that midlife drinkers were more likely to engage with cutting down rather than stopping campaigns
  • Understanding how this campaign encourages individuals to make positive changes to their drinking habits by incorporating drink free days into their week
  • Highlighting how Drinkaware further adapted their campaign to include ‘No Alcoholidays’ as a way of encouraging individuals to remove alcohol from activities and drink alcohol in moderation
  • Exploring how they utilise digital advertising to drive individuals to Drinkaware’s DrinkCompare calculator as a means of encouraging positive behavioural changes

Ben Butler, Director of Marketing and Communications, Drinkaware (invited)


15:40

Questions and Answers Session


16:00

Chair's Closing Remarks

*programme subject to change


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