Dr Tom Carroll Director, Carroll Communications, Social Marketing
and Research Consultants
Social Marketing - Focussing on Effectiveness and Efficiency

Globally there is now a greater focus on applying social marketing than ever before. But what have we learnt about the principles and processes that underpin the most effective approaches to developing, implementing and evaluating social marketing interventions? This presentation will explore recent and emerging international trends and developments in social marketing as well as recent advances in social marketing quality assurance processes being adopted in New Zealand, and draw out lessons for social marketing in Australia.  Tom will also discuss the work of the World Lung Foundation to reduce harm from cigarette smoking as part of the Bloomberg global tobacco control initiative. 

Donna Van Beuren Director, TNS Social Research
The Freedom from Fear Campaign - A Fresh Look at a Best Practice
Social Marketing Campaign

Government agencies constantly struggle to achieve long term sustained population-based behaviour change, often because campaigns are not able to weather the influence of changing political cycles.  Donna's paper will provide a critical reflection of the 10yr implementation of WA's Freedom From Fear campaign against domestic violence, through the lens of applying a best practice behaviour change model.  She will highlight lessons that could be learned and applied to future social marketing campaign development.

Paul Clitheroe AM Executive Director, ipac Securities and Chairman of Australian Government Financial Literacy Board
Economic Forecasting - The Current Financial Climate and Government
Communications

How is the global economic crisis affecting people and changing the landscape in which we live?  Paul will examine the current financial climate and the prognosis for the near future. He will look at the role of financial literacy and what the GFC means for public education and government advertising.

Louise Martin Director, Strategic Communication Branch,
Department of Justice, Victoria
Managing the Victorian Bushfire Communications

In early 2009, bushfires swept across Victoria, devastating 78 communities and 400, 000 hectares of land. A total of 173 people lost their lives. The devastation resulted in 2029 homes destroyed along with 61 businesses, 5 schools and kindergartens, 3 sporting clubs and numerous other buildings. As Director of Communications at the Department of Justice, Louise Martin was in charge of managing the communications during the crisis. In her presentation, Louise will address the key issues she faced and the implications for communications in other crisis situations.

Tomi Hetherington Editor In Chief, Leader Newspapers
Media as a Communication Tool in the Crisis

All mediums play a different role -- radio and the internet for immediate updates and warnings; TV for visual images; metropolitan papers for analysis and the toll of the tragedy, community papers for the impact on the local residents and their surrounds. This equates to hundreds and hundreds of journalists scrambling to cover the story and communicators being swamped with requests for the latest news. And the coverage doesn’t stop when the fires are out or the floods recede. The media continues to play a role long after the tragedy as the rebuilding of lives and infrastructure begins. So how much media coverage is enough? And are the right messages getting to the media and, subsequently, the public?

Anne Parsons Chief Executive Officer, MediaCom
Predicting the Changing Media Landscape

Change is the cornerstone of media. In the past 10 years the media industry has seen dramatic change - there is constant development in terms of new opportunities and new approaches.  With so many changes occurring it would be foolish, if not seductive, to think that all of them are right for your business on all occasions. This gives marketers a dual challenge. On the one hand, you need to be aware and receptive to changes in the media marketplace. And equally, on the other hand, to apply due consideration to how and why the change may be of value and if so, how that value is going to be determined. Anne Parsons is one of the country’s leading media planners. In her presentation, Anne will draw on her experience with both the government and corporate sectors to help you understand the changing media landscape and how you can harness it for your campaigns.

DEBATE: Free to Air Television is Dead!

AFFIRMATIVE: The TV ad is dead as the leading media option...
Greg Scealey Senior Account Manager, 3MP
Martin McKinnon Managing Partner, Zenith Optimedia
Andrew Hockley General Manager, Sales and Marketing, Herald Sun

NEGATIVE: The TV ad is not dead, it is not even unwell...
Anne Parsons Chief Executive Officer, Mediacom
Russel Howcroft Chairman and Managing Director, George Patterson Y&R

ADJUDICATOR: Darren Woolley Managing Director, Trinity P3