Building a Healthier Scotland

21-May-09

Welcome to the inaugural Discovering Futures' conference for social marketing: "Building a Healthier Scotland, from principle to practice: exploring the potential of social marketing to build a healthier Scotland".

Why social marketing?

The importance given to the improvement of our living standards by all sectors of society is ceaseless; the governments of the UK are striving to set new and ever-more challenging targets and goals.

In Scotland, the Scottish Government is introducing a demanding agenda for improving the health and well-being of its citizens. The goals are laudable, and often ambitious, and present their own challenges for professionals and services charged with meeting these targets.

Alarm bells are also ringing. The reality of life expectancy actually decreasing in parts of the developed world is now a real possibility. The onset of obesity, inactivity, heart disease and type two diabetes are just some of the concerns. To deliver effectively on our public health ambitions, we need to understand human behaviours and their social context, and how this impacts on the decline of health.

Social marketing provides insights needed to address aspects of individual and social behaviour in ways which can have long lasting affects on the well being of a group. This success has made the discipline an important policy driver and has led to it being taken increasingly seriously throughout government, the health care professions and in academia.

Social marketing is a maturing discipline – it has drawn on the full range of social sciences and social policy approaches as well as marketing. Anyone working with the public, regardless of area or discipline, can benefit from the customer-focused insights that the discipline engenders. A successful social marketing campaign is an invaluable tool in the battle against malaise and ignorance, and in achieving positive behavioural change.

A small but growing band of professionals have been able to practice effective social marketing; fewer know how to do it - fewer really appreciate what it is.

Now is the time to grasp the opportunity to gain a greater understanding and appreciation of social marketing and, with it, a sustainable advantage for your organisation and your campaign ambitions.

Join us

Join the country's foremost experts on social marketing - from health professionals to health and social policy makers; and innovative creative agencies to higher education specialists - and they will help you gain invaluable new insights into this under-developed but essential strategic activity.

Whatever your health professional role, this conference will provide insights into the operational and strategic aspects of social marketing; the discipline will be contextualised and grounded in real life issues and case studies which are directly relevant for the current Scottish health agenda.

Key issues

The event promises to provide an exciting mix of sessions as speakers discuss the many aspects of putting a successful social marketing intervention together. They will offer views on how social marketing techniques can be applied in an ever-changing, complex and free society for the public good.

Sessions cover:

  • the potential of social marketing in improving the health of Scottish people
  • meeting HEAT targets through social marketing
  • applying social marketing principles to health strategy
  • a comparison of social marketing in the NHS in England
  • putting social marketing into practice
  • evaluating and monitoring social marketing campaigns
  • case studies and operational strategies for creating and implementing social marketing interventions

Our sponsors

We are grateful to the University of Strathclyde's department of marketing for offering exerpertise on the subject of social marketing; to Barkers Social Marketing for assistance with infrastructure and some IT services; and Marketing Week for their marketing and campaign services.

9.00 Registration / refreshments
9.50 Welcome from the chairman Professor Alan Wilson
Head of Department of Marketing
University of Strathclyde
10.00 Keynote speaker Paul Ballard
Deputy Director of Public Health
NHS Tayside
Our health challenge - Scotland's health agenda
10.20   Martine Stead
Deputy Director
Institute for Social Marketing at the University of Stirling and The Open University
The potential of social marketing to deliver a healthier Scotland
10.40   Dr Rowena Merritt
Programme Manager
National Social Marketing Centre
How social marketing is being applied throughout the NHS in England
11.00 Break and networking opportunity
11.20   Mary Allison
Director, Programme Design and Delivery
NHS Health Scotland
Applying social marketing principles to health strategy in Scotland (tbc)
11.40   Dr Andy McArthur
Head of Social Marketing
Barkers Social Marketing
Practical challenges in 'doing' effective social marketing
12.00
Panel discussion with the plenary speakers
12.30 Lunch
1.30 'How to' workshops 1
• 1   Professor Alan Tapp
Co-director of the Bristol Centre of Social Marketing
University of the West of England, Bristol
Practical steps in developing a social marketing strategy
• 2   Linda Dunion
Director
See-Change Consultancy
Working with stakeholders and communities in health-related social marketing
• 3   Liz Smart (Public Health Specialist) and Veronica King (Health Improvement Programme Lead for Early Years)
NHS Dumfries and Galloway
Putting social marketing thinking into practice - a local health board experience
• 4   Matt Howick
Senior Strategic Business Leader
Barkers Social Marketing
Highly targeted social marketing on a tight budget (case study of diabetic retinopathy screening uptake)
• 5  

Edward Shiu
Director, MSc International Marketing programme and Senior Lecturer, University of Strathclyde, and
Dr Louise Hassan
Lecturer in marketing ,University of St Andrews

Monitoring and evaluating social marketing interventions
2.40 Refreshments and networking opportunity
3.00 'How to' workshops 2 - repeat of above workshops
4.10   The 'How to' workshop speakers' panel
facilitated by: Dr Ian Grant (University of Strathclyde) and Lindsay Linton (Barkers Social Marketing)
A review of the sessions and an opportunity for Qs and As.
4.30 Panel discussion, chaired by: Professor Alan Wilson
University of Strathclyde
Conclusions and summary of social marketing action points for Building a Healthier Scotland
5.00 Depart

Please note, the agenda may be subject to last minute revisions

The Conference Venue:

University of Strathclyde
John Anderson campus
50 Richmond Street
GLASGOW  G1 1XP
 

The University of Strathclyde is located in Glasgow city centre, so is easily accessible by all means of transport.

You can see the University of Strathclyde's John Anderson campus location on this

 


View Larger Map

 

Getting there

Travel to Glasgow and within Glasgow couldn't be easier. Glasgow International Airport, www.baa.co.uk is only eight miles from Glasgow city centre and a frequent bus service will bring you from the airport to Buchanan bus station. Scottish Citylink www.citylink.co.uk provides fast & frequent coach services throughout Scotland, and Scottish Passenger Transport www.spt.co.uk can offer rail & underground services in and around Glasgow. The bus station is about ten minute walk away. Both Central and Queen Street railway stations are within a 10-15 minute walking distance of the conference venue, or alternatively a short taxi ride of about five minutes.

 

Accommodation

There is a wide choice of convenient accommodation available in central Glasgow, the best resource for checking location, costs and availability is: www.seeglasgow.com

You could also Google with your specific requirements.

 

Leisure time

Situated in the very heart of Glasgow, the University is ideally located for visitor attractions, restaurants, shops, theatres and cinemas.

Glasgow is a vibrant, cosmopolitan city, famed for its culture, its architecture, its nightlife and its green spaces. It offers a wealth of activities to visitors, from galleries and museums, to superb shops and a vast range of restaurants and cafes.

For additional information on the attractions of Glasgow, its transport links and accommodation, visit the Glasgow City Marketing Bureau website: www.seeglasgow.com or contact the Glasgow Tourist Information Centre on tel: 0141 204 4400; fax: 0141 221 3524, or email glasgow@visitscotland.com
 

Your luggage

There is plenty of room at the conference venue to store your overnight bags, should you have luggage with you. Just check it in with us when you register.

Paul Ballard (Keynote Speaker)

Deputy Director of Public Health

NHS Tayside

Since commencing his NHS career in Scotland in 1980, Paul Ballard has held NHS director positions in Sunderland and Cambridge health authorities before returning to Scotland in 1993. Between 1997 and 1999 Paul worked as a policy advisor to the Scottish Executive and contributed to the production of several national policy documents on health improvement and health inequalities. Paul is currently deputy director of public health for NHS Tayside. He also has a major course management and teaching role with Dundee University Medical School and was appointed as an honorary senior lecturer in 2005. He is a member of a number of Scottish government policy groups including one on social marketing. Within the last year Paul has been developing the use of social marketing to address a number of health priorities including Quit4U (now a partnership project with the Scottish government) which will target 36,000 smokers in Dundee and was launched on 23 March this year. Also Paul will be leading pilot projects to apply social marketing to tackle hand hygiene compliance among clinicians and the development of a social marketing toolkit for Scotland. He is also exploring the application of social marketing methods to increase flu immunisation uptake by NHS staff.

Professor Alan Wilson (Conference Chair)

Head of Department of Marketing

University of Strathclyde

Professor Alan Wilson is head of the marketing department at the University of Strathclyde Business School. Prior to joining the University, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written leading textbooks on marketing research and services marketing. He regularly acts as a marketing and market research advisor to a number of public and private organisations and has undertaken training assignments with healthcare professionals.

Mary Allison

Director, Programme Design and Delivery

NHS Health Scotland

Mary Allison started her working life studying music and drama before gravitating to a degree in leisure studies. She then worked in the Centre for Leisure Research in Edinburgh before heading off to London for a while to be the research manager for the Sports Council GB. While there Mary did a Masters in leisure and tourism policy. She had a ball in London but missed open spaces and fresh air and so moved back to the Centre for Leisure Research where she stayed for almost 10 years. In that time Mary undertook a wide variety of research (primarily evaluation of national programmes and strategies) in the areas of sport, arts, outdoor recreation. She also did a Masters in social and public policy. The overall theme of quality of life was strong throughout her research and led to an interest in health and wellbeing. Mary then took up her first post in Health Scotland as research specialist for physical activity, older people and the environment. After a couple of years she went on secondment to Scottish Executive where she stayed for three years, returning in 2005 to be head of health topics. In October 2008 Mary took up the post as director of programme design and delivery. If Mary is not working she is usually in the garden, on her boat, out on her bike or trying a new sport. She lives with John Taylor (and leads a double life as Mrs Taylor) in Linlithgow.

Linda Dunion

Director

See-Change Consultancy

Linda Dunion is an independent consultant, providing strategic advice and practical support for participatory social marketing, communications for social change and capacity-building in campaigning for community, voluntary and public sector organisations. Linda’s expertise is based on over 20 years working on a wide range of social issues including international development, poverty, mental health, older people and learning disability. For five years prior to setting up See~Change in September 2007, she was campaign director of ‘see me’, the award-winning national campaign against the stigma of mental ill health in Scotland. linda.dunion@see-changeconsultancy.co.uk

Dr Ian Grant

Senior Lecturer

University of Strathclyde

Dr Ian Grant is a senior lecturer in the department of marketing at Strathclyde Business School. Ian is currently the director of postgraduate programmes in the department. Before joining the department in October 2004, Ian lectured in marketing at the University of Edinburgh whilst pursuing an ESRC sponsored PhD. Before pursuing an academic career, Ian was a brand consultant for London-based CIA Conzept and advertising planner for The Leith Agency in Scotland. Ian has taught social marketing at Strathclyde for four years, combining this with research into issues of communication and social marketing.

Dr Louise Hassan

Lecturer

University of St Andrews

Dr Louise Hassan is a lecturer in marketing within the school of management at the University of St Andrews. She has previously worked as a senior statistician within the NHS and a research fellow within the Institute for Social Marketing (University of Stirling). She has researched and published widely in the area of social marketing and consumer research specifically in relation to evaluating social marketing approaches to reducing tobacco uptake and use. Dr Hassan is a co-investigator working on the International Tobacco Control project and has evaluated large scale social marketing campaigns such as the EU HELP - for a life without tobacco campaign. Her work has appeared in many journals including the Journal of Advertising, the Journal of Business Research and the European Journal of Public Health. Dr Hassan and colleagues' work has been recognised internationally, winning the best paper in the marketing and society track at the 2009 Winter American Marketing Association Educators' Conference. Dr Hassan is also the deputy chair of the UK Academy of Marketing Consumer Research special interest group.

Matt Howick

Senior Strategic Business Leader

Barkers Social Marketing

Matt joined Barkers in 2003. As a senior strategic business leader with over 18 years’ experience both on client and agency sides, it is Matt’s role to direct and lead marketing communications. Matt works with a range of public sector organisations, including the Scottish Government; National Social Marketing Centre and numerous primary care trusts in England on projects covering smoking cessation, alcohol misuse, obesity, blood pressure testing and breast cancer screening. Matt plays a key strategic role across all social marketing activity outside Scotland where clients are looking to expand their knowledge base in social marketing and use the approach to tackle a wide range of health and other challenges. He is responsible for strategic input and project direction to ensure projects are delivered to the desired effect, on-time and within budget.

Veronica King

Health Improvement Programme Lead for Early Years

NHS Dumfries and Galloway

Veronica King was appointed as health improvement programme lead for early years within the directorate of public health and strategic planning, NHS Dumfries and Galloway in November 2003. Her remit includes breastfeeding. Veronica graduated as a registered general nurse in 1984 with St. James’ Hospital, Dublin. She first started working for NHS Dumfries and Galloway in August 1985 and graduated as a certified midwife in February 1987. She was seconded by NHS Dumfries and Galloway and undertook a Diploma in Health Visiting with Queen Margaret’s University, Edinburgh and graduated in September 1990. She worked as a health visitor for 13 years before taking up her present post. Veronica is at present undertaking a Masters of Public Health with the University of Glasgow.

Dr Andy McArthur

Head of Social Marketing

Barkers Social Marketing

As head of social marketing, Andy is responsible for developing the company’s overall strategy and overseeing servicing of all areas of business. Prior to joining Barkers in 2007, Andy was director of research and planning at another top UK agency. Originally trained as a town planner, he also brings a long academic track record as a researcher and teacher in urban studies and environmental planning at the University of Glasgow and the University of Strathclyde. Andy has been working, full time, in marketing for almost 20 years. At Barkers, he oversees all public sector work and engages directly with clients and partners, across central government, health boards and primary care trusts, local authorities and voluntary bodies. He plays a strong role in the strategy and design of social marketing projects, monitoring and evaluating effectiveness and in delivering training and capacity-building workshops around the country.

Dr Rowena Merritt

Programme Manager

National Centre for Social Marketing

Rowena Merritt is programme manager at the National Social Marketing Centre (in London) leading development of the local practitioner development and support programme. She leads on developing training and skills and related resources and has overseen the establishment of a number of collaborative demonstration initiatives with local organisations. Rowena is also the convenor for the National Social Marketing Academic Advisory Group, which is helping expand academic sector capacity in social marketing. She graduated in 2001 from Imperial College with a first in business studies. She spent the third year of the course working with Depression Alliance, a mental health charity, co-ordinating its marketing and publications. This experience awoke an interest in applying marketing techniques to the alleviation of depression. Rowena commenced a D.Phil with the University of Oxford in 2002. Her doctoral thesis, completed in 2006, explores the use of social marketing techniques to improve clinical outcomes for depressed patients.

Edward Shiu

Director of MSc International Marketing and senior lecturer

University of Strathclyde

Prior to joining the University of Strathclyde in May 2007, Edward was a lecturer in mathematics/statistics (and lecturer in marketing since 2004) at Glasgow Caledonian University. He studied mathematics at University College London and after a year working in British Telecom, he move on to complete his Masters in Statistics and Operational Research at Loughborough University. His research interests cover three areas: social marketing, consumer decision theories/models, and service quality. His research on social marketing focuses on cross-national studies in the demarketing of tobacco. This research examines the effects of governmental and supra-governmental (e.g. EU-wide) anti-tobacco policies through empirical data collected on citizens across many countries (e.g., EU member states, the US, Canada, Australia). His research on consumer decision-making is anchored on ethical contexts (e.g., Fair-trade, sweatshop-free apparel) and health-related contexts (e.g., healthy eating, organic and free-range produce). His research in service quality has concentrated on adapting the SERVQUAL instrument to the nonprofit sector (e.g., local authority services).

Liz Smart

Public Health Specialist

Directorate of Public Health and Strategic Planning, NHS Dumfries and Galloway

Liz Smart is a public health specialist working in the directorate of public health and strategic planning, NHS Dumfries and Galloway. She has lead responsibility for health improvement and have developed an interest in the contribution that social marketing can make to improving the health of the population. Since 2007 Liz has been registered on the UK public health register as a generalist specialist (this is a special register providing governance for the profession of multi-disciplinary public health). Liz's interest in health improvement began when she studied for a degree in human ecology at Huddersfield Polytechnic. This gave her a firm foundation in understanding the broader determinates of health and an appetite for working in this profession. She worked on various community development and health promotion projects in south and east London and then worked in Nepal for two years between 1984-1986. This post was with the ministry of health and Liz managed a hygiene and sanitation programme in eastern Nepal. (At its basic level this involved education about oral dehydration, hand washing and building toilets!). Returning to England, Liz worked for two different primary care trust areas, Wakefield and then Wigan, leading on sexual health and mental health improvement programmes. She also managed an AIDS charity in North Yorkshire for 18 months. All of this has been interspersed by collecting a number of academic qualifications, her last being a Masters in Applied Public Health from Liverpool John Moores University in 2004. Liz now lives in Scotland and wonders why it took her so long in getting here.

Martine Stead

Deputy Director

Institute for Social Marketing, University of Stirling

Martine Stead is deputy director of the Institute for Social Marketing at the University of Stirling and The Open University. She has been involved in social marketing research since 1992, and has particular expertise in substance use prevention and the evaluation of complex behaviour change interventions. She is also interested in expanding social marketing beyond public health into other areas of social change.

Professor Alan Tapp

Co-director

Bristol Centre of Social Marketing, University of West of England

Professor Alan Tapp is co-director of the Bristol Centre of Social Marketing. This centre is based at Bristol Business School where Alan has worked since 2000. With over 60 publications and 20 years marketing experience as a practitioner and academic, Alan is ideally placed to apply commercial marketing principles to public sector and social arenas. Alan works with a variety of partner organisations on research and consultancy projects that have been worth over £400k since his arrival at Bristol Business School. He is currently leading or co-working a series of social marketing projects with public sector clients including Bristol Cycle City, HM Treasury, South West Public Health Observatory, Sport England, Bristol City Council and PCT, and Avon Fire and Rescue Service. Alan also directs the research measurement of a large-scale work based intervention study promoting physical activity. He sits on the academic steering group of the National Centre for Social Marketing and the Marketing Standards Advisory Group for social marketing. Alan has extensively published in the related area of sports marketing and is a former GB international athlete. This interest in sport and exercise has led to his specific interests in the use of social marketing to increase exercise and sport activities amongst adults. Alan is well known in the direct marketing sector, being the author of Principles of Direct and Database Marketing and Revolution Marketing, both best sellers and translated into many languages worldwide.

By attending you will:

  • understand the nature of social marketing within a Scottish health policy context
  • hear from experts in their field about social marketing and the importance of the four As: appealing, affordable, available, appreciated
  • discover how a number of your peers approach the challenges laid before them and how they implement the techniques of social marketing to best affect
  • understand the social marketing journey and how your role as a health-care or related professional relates to policy directives and targets
  • benefit from the latest thinking and network with colleagues

Addressing your professional needs

Whatever your role or position in your board, trust, hospital, department, ward or centre, you will discover how you can learn from the principles of using social marketing techniques to help make a real improvement to the lives of your patients or clients.

  • Sessions are designed to give you a cross-section of practical models for successful social marketing within many areas of delivery
  • Our speakers are all leaders in their fields who will help you to advance your knowledge of social marketing by engaging with the specific challenges within the discipline.
  • By attending the workshops in the afternoon you will hear your peers talk about specific projects and strategies and how they were formulated, executed and evaluated.
  • This is your opportunity for professional development in one of marketing's fastest-moving and most complex fields.

Who should attend?

  • Academics and Researchers
  • Allied health
  • Care services
  • Civic engagement
  • Commissioning
  • Corporate social responsibility
  • Care services
  • Civic engagement
  • Employee relations
  • Environment
  • Food scientists
  • Health and healthy lifestyle
  • Health and safety
  • Health promotion
  • Human resources
  •  
  • Information
  • Public sector marketing teams
  • Obesity
  • Occupational health
  • NHS communications teams
  • Policy makers
  • Procurement
  • Public health
  • Strategic Health Authorities
  • Social care
  • Social enterprise
  • Social marketing practitioners
  • Sports, recreation and exercise
  • Strategic development
  • Treatment and prevention

The event promises to provide an exciting mix of sessions as speakers discuss the many aspects of putting a successful social marketing intervention together. They will offer views on how social marketing techniques can be applied in an ever-changing, complex and free society for the public good.

You will have the opportunity to discuss how you can plan your social marketing campaigns and consider new ways of making your messages look more attractive as the ‘competition’ works in opposition.

By attending you will:

  • understand the nature of social marketing within a Scottish health policy context
  • hear from experts in their field about social marketing and the importance of the four As: appealing, affordable, available, appreciated
  • discover how a number of your peers approach the challenges laid before them and how they implement the techniques of social marketing to best affect
  • understand the social marketing journey and how your role as a health-care or related professional relates to policy directives and targets
  • benefit from the latest thinking and network with colleagues

Addressing your professional needs

Whatever your role or position in your board, trust, hospital, department, ward or centre, you will discover how you can learn from the principles of using social marketing techniques to help make a real improvement to the lives of your patients or clients.

  • Sessions are designed to give you a cross-section of practical models for successful social marketing within many areas of delivery
  • Our speakers are all leaders in their fields who will help you to advance your knowledge of social marketing by engaging with the specific challenges within the discipline.
  • By attending the workshops in the afternoon you will hear your peers talk about specific projects and strategies and how they were formulated, executed and evaluated.
  • This is your opportunity for professional development in one of marketing's fastest-moving and most complex fields.

Who should attend?

  • Academics and Researchers
  • Allied health
  • Care services
  • Civic engagement
  • Commissioning
  • Corporate social responsibility
  • Care services
  • Civic engagement
  • Employee relations
  • Environment
  • Food scientists
  • Health and healthy lifestyle
  • Health and safety
  • Health promotion
  • Human resources
  •  
  • Information
  • Public sector marketing teams
  • Obesity
  • Occupational health
  • NHS communications teams
  • Policy makers
  • Procurement
  • Public health
  • Strategic Health Authorities
  • Social care
  • Social enterprise
  • Social marketing practitioners
  • Sports, recreation and exercise
  • Strategic development
  • Treatment and prevention
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