Community-Based Social Marketing Workshops

State Library, 26 March - 29 March , 9.00am - 4.00pm

26 Mar
29 Mar
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For over three decades Dr McKenzie-Mohr has been working to incorporate scientific knowledge on behaviour change into the design and delivery of community programs. He is the founder of community-based social marketing and the author of three books on the topic. One of these books has been recommended by Time Magazine and become requisite reading for those who deliver programs to promote sustainable and healthy behaviour. He has delivered workshops internationally for over 70,000 program managers and has served as an advisor on a broad array of Australian programs.

Introductory Workshop

This two-day workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable and healthy behaviour. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers, developing strategies, conducting pilots, and broad scale implementation) and be exposed to numerous case studies illustrating its use. As such, this workshop provides an in-depth exposure to community-based social marketing and provides participants with the knowledge they need to design and evaluate their own community-based social marketing programs. Further, attendees will have extensive opportunities to discuss the application of community-based social marketing to the design of actual programs. At the end of the two days participants will have acquired sufficient knowledge to use community-based social marketing to develop successful programs to foster sustainable and healthy behaviour. This workshop is a mandatory prerequisite for attending the advanced community-based social marketing workshop with Dr. McKenzie-Mohr.

Advanced Workshop

This two-day advanced workshop provides an in-depth exploration of how community-based social marketing can be used to foster sustainable behaviour. The session will introduce leading-edge material on selecting behaviours, identifying barriers and benefits to selected behaviours (including topics such as market segmentation, selecting random samples, and survey construction), utilizing behaviour change tools (some exciting new developments regarding the use of commitments, norms, communication, social diffusion, and goal setting in increasing the adoption of sustainable behaviours will be covered). In addition, the workshop will address the effective use of social media, smart phone apps and websites in the promotion of behavioural changes (in particular, we will explore why the use of social media and websites often fail to produce changes in behaviour and how you can use these resources more effectively). The session will also address advanced topics regarding the design and evaluation of programs as well as the calculation of return-on-investment for programs. Further, participants will be coached in making community-based social marketing presentations to their agency or community and will receive PowerPoint and Keynote presentations for this purpose. Having attended an introductory community-based social marketing workshop with Dr McKenzie-Mohr is a mandatory prerequisite for this workshop. If you have not previously attended an introductory workshop, you can register for boththe introductory and advanced workshops at a reduced cost.

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