The AASM runs Hub events around Australia including research seminars, symposiums, and networking events relating to contemporary social marketing. AASM currently has Hubs in Western Australia, Victoria, New South Wales, and Queensland. The association also has a view to expanding our network of hubs (e.g. South Australia, New Zealand, Asia-Pacific regions) so if you are interested in setting up an AASM Hub or getting involved in running events please contact us.

The AASM also co-brands events with various partners and host institutions. If you would like to co-brand an event or series of events with AASM please get in touch.

AASM can provide social marketing experts to come and present, network, and meet with people at social marketing and social change events – please contact us to arrange.

Finally, the AASM sends regular email updates regarding hub events to our members as well as what is posted on the website – so please watch out for these.

Current Hub Events


Unlocking the potential of branding in social marketing

Date: 25 May 2016

Venue: Sydney Business School UOW, 1 Macquarie Place, Sydney NSW 2000, Level 9, Boardroom 1



Please check for future events.

Please contact Joy Parkinson regarding AASM events in Queensland at:


Unlocking the potential of branding in social marketing

Branding has been used and investigated in a variety of commercial service sectors including banking, retail (Wallace and de Chernatony, 2011), and telecommunications (Nysveen et al., 2013), and has been an extremely effective strategy for many commercial organisations. Branding can be equally effective for non-commercial organisations oriented around social change, yet remains under-utilised in the social change space.

A recent study published in the Journal of Services Marketing examined the utility of contemporary branding concepts in social marketing services, specifically investigating brand personality (Guens et al., 2009) and brand personality appeal (Freling et al., 2011). In this study, the authors demonstrate the utility of branding in social marketing and social change and discuss how this is similar and different to how branding is used in commercial marketing.

Join one of the study authors, Dr Nadia Zainuddin, for a lunchtime seminar jointly hosted by the Australian Association of Social Marketing NSW Hub and the Sydney Business School, as she discusses the study findings and explains how branding can be effectively used by social change organisations such as governments and not-for-profits. Specifically, Dr Zainuddin will identify the most salient brand personality dimensions and brand personality appeals that social change organisations should cultivate.

NSW Hub Event Details

Date: 25 May 2016

Time: 12pm-1pm

Venue: Sydney Business School UOW, 1 Macquarie Place, Sydney NSW 2000, Level 9, Boardroom 1

Registration includes lunch: Free for AASM Members & Students, $15 for AASM Non-Members


Enquiries please contact:



Social Marketing and Behaviour Change: Applying What Works

Full day AASM Symposium – Tuesday, October 6 2015 in Melbourne
Hear how the Transport Accident Commission is reinventing the road safety message. Samantha Cockfield’s current challenge is to increase community involvement and ownership in Victoria’s new approach to road safety – Towards Zero. In her keynote talk she will discuss:

– the need for change; acceptance of Victoria having a road toll

– the problem with change when things aren’t broke!

– what has changed and what’s to come.

A range of other speakers from leading organisations will talk about the latest campaigns, thinking and trends in social marketing.

Register HERE

Included is a special workshop ‘Time to Get Strategic in Social Marketing’ by Dr Ross Gordon, AASM President and Senior Lecturer in Marketing at Macquarie University in Sydney. The workshop is relevant for policy makers, government communicators, not for profit organisations, social marketers, students, academic researchers, and social change program agents.

Date and time: October 6 from 8.30am until 4.00pm
Venue: Deakin University, Level 3, 550 Bourke Street, Melbourne

Cost: Member Early Bird $250.00
Member $350.00
Non-member Early Bird $400.00
Non-member $450.00
Student $170
Early bird closes September 30. Included in the non-member rate is one year’s free membership to the AASM.

Symposium Program

  • 9.00am Welcome – Professor John Hall, Head of Marketing, Deakin Business School,
    Deakin University
  • 9.08am Opening – Dr Ross Gordon, AASM President
  • 9.15am Towards Zero – Reinventing the Road Safety Message
    • Samantha Cockfield, Senior Manager Road Safety, Transport Accident Commission
    • The need for change; acceptance of Victoria having a road toll
    • The problem with change when things aren’t broke
    • What has changed and what’s to come
  • 9.45am Man Therapy, Stop Think Respect and Anxiety
    • Janine Scott, General Manager of Marketing and Communications, beyondblue
    • Key insights underpinning three major beyondblue campaigns 
    • Diverse audiences and tactics used in those campaigns
    • Behavioural outcomes measured to date for those campaigns
  • 10.15am How to Apply Key Behaviour Change Theories for Maximum Campaign Benefit
    • Professor Linda Brennan, RMIT University\
    • Designing theoretically informed social marketing practice
    • A challenge to thinking about social marketing as campaigns
    • A behavioural ecological toolkit for social marketers
  • 10.45am MORNING TEA
  • 11.15am Panel: Latest Thinking and Trends in Social Marketing
    • A panel discussion offering different perspectives on social marketing practices today, including insights from the 2015 World Social Marketing Conference
    • Facilitator: Lelde McCoy, AASM Vice President and Managing Director, The Reputation Group
    • Government: Roberto Venturini, Department of Human Services and Health
    • Academic: Dr Ross Gordon, Macquarie University, Sydney
    • Agency: Melissa Blair, The Reputation Group
  • 12.00pm LUNCH
  • 1.00pm Workshop: Time to Get Strategic in Social Marketing
    • Dr Ross Gordon, AASM President and Senior Lecturer in Marketing at Macquarie University, Sydney
    • What is ‘Strategic Social Marketing’ and what value does it add to social programs and social policy?
    • How can systems thinking help social marketing and social change?
    • Why should we focus on creating citizen and societal value in social programs?
    • What are some key points to consider for social marketing and social program design?
  • 2.30pm AFTERNOON TEA
  • 2.50 pm Managing Campaign Buy-in
    • Noel Turnbull, Adjunct Professor RMIT School of Media and Communications
    • Social marketing campaign disasters – some illuminating case studies
    • Social marketing customers as a barrier to reaching audiences
    • What you can do to promote understanding of best practice and key behaviour change activities
  • 3.20pm The Good, the Bad and the Ugly
    • John Thompson, Managing Director – Government at Government Dentsu Mitchell
    • What are the foundations of good solid social marketing including examples
    • Why do some social marketing campaigns go wrong?
    • How to avoid the common mistakes of social marketing
    • What are the pillars for social marketing success?
  • 3.50pm Close by Sarah Saunders, Manager Campaigns, VicHealth

Venue Sponsor: Deakin University

Overview of Speakers HERE

Register HERE

Please check for future events.

Please contact Luke van der Beeke regarding AASM events in Western Australia at:

Senate SHJ based in Wellington, New Zealand are hosting a breakfast meeting at 8am, Wednesday 11th May with people interested in social marketing and social change. The meeting is being supported by the AASM, and will feature a discussion about setting up  a social marketing network in NZ, perhaps in the form of an AASM branch or hub.

The breakfast meeting is invite only at this stage, but the organisers Senate SHJ can be contacted at: