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Inspiring Behavior Change for Sustainable, Healthy,
and Equitable Communities

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SPARKS 2014 Conference

  • 15 Dec 2014
  • 9:30 AM - 4:00 PM
  • Woodland Park Zoo Education Center

SPARKS 2014 Conference

Conference Agenda

The Social Marketing SPARKS 2014 Conference will focus on how to connect innovations in behavior change with measurable results—and moving behavior change from theory towards effective implementation.


  • Nancy HardwickHardwick Research - Navigating the Maze: Techniques to Find the Truth: In the social marketing research phase, you need to have the right questioning techniques to uncover true barriers and motivators necessary to change behavior.
  • Kristin Pace Local Hazardous Waste Management Program in King County - “Theory to Strategy: Selecting Approaches for Success": Getting your problem statement right is key to creating an effective social marketing approach.
  • Hogan Sherrow, Evolutionary Coach - Evolution and Behavior Change: We can use our knowledge of human evolution to positively impact behavior today.
  • Jenn Leach, Seattle Tilth - Working Upstream with Retailers to Support Behavioral Change: Strong retail partnerships can play a key role in reducing the purchase of toxic residential pesticides.
  • Heather TrimFuturewise - Shore Friendly: Tackling the Big One -- Shoreline Armor: Even the biggest behavior changes can be tackled if you take the time to deeply understand your target audience and create the right messages and strategies to reach them.
  • Kate Hastings, The Cadmus Group - Co-Designing Health Systems Change With (not for) Communities: Improving health in disproportionately affected communities can be achieved if you involve your target audience in the research and design steps of your social marketing strategy.
  • Candy Castellanos Waste Management - Turning Curbside Composting into a Social Norm: How to use creative, collaborative community-building strategies to turn curbside composting into a social norm.
  • Haley Cureton, Washington State Department of Health - Simple, Straightforward, Visual: Safe Sleep for Babies: The simple, straightforward, visual message is the one the audience remembers.
  • Rena Shawver, Washington State Department of Labor & Industries - The Slippery Slope of Time Loss: Changing the Reliance on Wage Replacement in Washington’s Workers’ Compensation Insurance System: Moving behavior with multiple stakeholders in a complex state insurance system is a marathon, not a sprint, with a four-year window of opportunity.
  • Stef Frenzl, Snohomish County Surface Water Management - Don’t Drip & Drive- Helping Drivers Fix Their Leaky Cars: Aligning cutting-edge social marketing practices and experimental research isn’t easy, but when done well, it can provide information that can skyrocket your social marketing campaign’s success.
  • Ha Na Park, C+C - Translation Meets Transcreation: Effective Strategies to Reach Diverse Communities”: Effective behavior change campaigns that seek to reach culturally distinct communities should infuse transcreation techniques into the social marketing planning process.
  • Don MartinSenior Health Educator, & Brandon PrallWashington State Department of Health - “Overcoming Language and Cultural Barriers in Low-Cost Audience Research”: How audience research was used to define the most trusted channel to communicate about immunization in Russian-speaking communities.
  • Mary Rabourn, King County Water & Land Resources Division - “Talking to Spanish Speakers about Hazardous Products”Creating engagement in a social marketing project targeted at multi-cultural audiences starts with the community.

Pacific Northwest Social Marketing Association (PNSMA)

1011 Western Avenue, Suite 702

Seattle, WA  98104

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