Become an AASM member

Join the AASM

Victoria Hub Event: Influencing Community Behaviours – Insights from the field

Join us for this half day seminar on the latest thinking, tools and techniques for influencing community behaviour change. Seven experts will provide new research, new case study examples and new best practices for your campaigns. The focus will be on communications and how to produce content that gets noticed and inspires behaviour change – neuroscience, storytelling, video, apps, earned media and digital promotion will all be covered.

Four Key Learning Outcomes:

1) How to develop a behaviour change campaign that is underpinned by evidence and linked to overarching corporate strategy.

2) How to develop insights that help set clear strategies and tactics;

3) An understanding of the newest tools and techniques for influencing community behviours using neuroscience to create a great campaign; using storytelling and short form content to promote behaviour change; lessons learnt on getting noticed and getting action from your audience; and digital and media publicity tactics that get results

4) Ideas for applying neuroscience, storytelling, partnerships, apps, short form content, digital promotion, social media and media publicity to your own social marketing/behaviour & social change context


08.30 – 09.00am

NETWORKING (tea and coffee on arrival)


09.00 – 09.10am

Welcome and introductions

–     Lelde McCoy, Vice President, Australian Association of Social Marketing


09.10 – 09.45am

When advertising stops working

–        Claudia McInerney, Managing Director and Danish Chan, National Planning Director, WHITEGrey


09.45 – 10.15am

From research to action: building a corruption resistant Victoria

–        Roberto Venturini, Manager, Community Engagement, Independent Broad-based Anti-corruption Commission

10.15 – 10.45am

Getting noticed and getting action today; lessons learnt from recent Cancer Council Victoria campaigns

Including case studies from the latest Quit campaigns, a bowel cancer campaign and a new SunSmart app

–        Rebecca Cook, Senior Manager, Media and Communications, Prevention Division, Cancer Council Victoria


10.45 – 11.05am

MORNING TEA (tea, coffee, juice, sweet/savoury items


11.05 – 11.25am

Obesity: Marketing’s call to arms

–        Professor Chris Dubelaar, Co-Director of Deakin Lab for Meta Analysis Research (DeLMAR), Deakin University


11.25am – 11.55am

Storytelling, neuroscience and behaviour change

–        Dr Ross Gordon, Macquarie University and President of AASM


11.55am – 12.55pm


Reaching the community through low cost channels – panel facilitated by Lelde McCoy

–        Using short form content to create a long-lasting impression – Keith Walsh, Creative Director Studio Yeah

–        2008-2018 What we can learn from a decade of digital advertising – Sam Erwin, Founder and Director Biz Wisdom

–        The new media environment – creating news for your campaign –

Lelde McCoy, The Reputation Group


12.55 – 1.00pm

Closing Remarks

–     Ross Gordon, AASM President

Fees – AASM Members: $100 Non-members: $150

Register here

Interested in Social Marketing?

Join the AASM monthly newsletter. Keep up to date with all Marketing news