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Social Marketing: A Behavioural Change Rebel turning 50

April 30, 2021 @ 9:30 am - 10:30 am

Location: via Zoom, NUI Galway
Galway, Ireland

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Please note, you must register for each webinar separately. Please see bottom of page for link to the other webinars in the Social Marketing Series

Most of us recognise that everyday life today is not the same as it was a few months ago let alone a few years ago what with climate change, the pandemic, social inequalities, digital technologies, global markets and so much more.  It is a world shaped increasingly by collective as well as individual choice, and by systems, social and behaviour change all rolled into one. In this emerging complex world social marketing is a leading behavioural science already into a future of radical transformation. To meet the demands of our time, we must incorporate an “and” approach – citizens and stakeholders, citizens and society, citizens and systems, citizens and the planet into our way of doing and being.

Social marketing’s call to action is to get on board now, be the Change Catalyst in your life, your family and your community to open the door to a new sustainable world for all.


In the Loop: a Social Marketing Cycling Case Study

Dr Dmitry Brychkov

One Health Issues- How can systems social marketing help design solutions?

Dr Sinead Duane

Hosted by Dr Christine Domegan


Join us and our guest speakers on the 50th anniversary of Kotler and Zaltman’s (1971) famous Social Marketing paper as we hear about the latest developments in Social Marketing. Using behavioural and systems science, research evidence, practical insights, case studies and examples, this series of social marketing seminars with global experts explores the complex links between our environment, our health and wellbeing and our future.

Other dates in the series:

19 February – Professor Sharyn Rundle-Thiele & Professor Maria Raciti (click to watch the event back)

26 March – Dr Sarah Duffy, Prof Ann-Marie Kennedy (Click to watch the event back)

28 May – Ms Tina Flaherty, Ms Maeve McArdle

Speaker Bios

Dr Dmitry Brychkov is a Postdoctoral Researcher with the Applied Systems Thinking Group in the Whitaker Institute at the National University of Ireland, Galway. His recent PhD focused on “Expansion and Augmentation of Social Marketing Theory and Practice with Systems Science and Mechanism, Action, Structure (MAS) Theory to Explore Dynamic Complexity and Leverage Points Pertinent to the Galway Cycling System”. His research interests include: social marketing application for systemic societal and behavioural change, modelling wicked issues and participatory methodology. He currently works on an Interreg North-West Europe project aimed at energy use reduction in post-primary schools.



Dr Sinead Duane is a Postdoctoral Researcher in the Whitaker Institute and the Ryan Institute in NUI Galway. Dr Duane completed her PhD in Social Marketing in 2012 and specializes in addressing the ‘One Health’ issue of Antibiotic Resistance from the perspective of public health and the environment. Dr Duane is especially interested in the role of stakeholder engagement and partnerships in addressing complex issues. Dr Duane is currently working on the PIER (Public Health Impact of Exposure to Antibiotic Resistance in Recreational waters) project (https://www.nuigalway.ie/pier) developing a Systems Map to address recreational water quality in Ireland.