iSMA News Desk

Managed by Julie Hentz and Nathaly Aya

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A Special Tribute to Win Morgan
Written by Julie Hentz   

Win Morgan has stepped down as President and founding member of the International Social Marketing Association after 7 years of dedication to the advancement of social marketing as a tool to address social problems around the globe. Here is an overview of his journey with the organization.

Back to the Beginning

"Don't wait to be invited."

Counsel from his mentor, Phyllis Piotrow at Johns Hopkins University, served as motivation for Win. He listened to discussions from the social marketing community about having no central organization for their practice. He moved to establish a social marketing association and registered The Social Marketing Association in Maryland, 2011.

Subsequently, he worked with Craig LeFebvre, and Jeff French, consolidating their collective vision. Jeff had a vision of an international online community of social marketers so the Social Marketing Global Network was born, using their own funding channels, Alan Andreason's Social Marketing Institute, and AED's non-profit account as an anchor for self-contributed funds.

Originally, the goal of the Social Marketing Global Network was to establish social marketing as a framework to solve social problems, to market social marketing, and use social marketing approaches to address social challenges. "Our vision was to create a big inclusive tent for people interested in, practicing, or teaching social marketing", Win recalled.

By 2012, the Social Marketing Global Network became the International Social Marketing Association, with an official website. During the medium term, objectives often involved reaching consensus among mixed perspectives, about defining Social Marketing and establishing a set of principles. "We didn't want this to be solely an American Association. As such, we made a concerted effort to recruit members from India, South America, and Africa, and we began encouraging members to establish their own regional and national social marketing organizations."

A few of Win's many contributions to the development and maintenance of iSMA were:

  • Created the iSMA website, including researching supporting software that was most functionally aligned with iSMA objectives and use, for a price the budget could support. He designed, built, and maintained the website.
  • Enhanced the Search Engine Optimization (SEO) ensuring that searches for iSMA would prompt a top position and greater access to association information.
  • Contributed to shaping Social Marketing definitions and including journal/book references on the Wikipedia website.
  • Supported the work of the Communication Team

A recurring challenge throughout the life of the association has been its nomenclature. Does Social Marketing have a "marketing problem?" Should part of our work moving forward be dedicated to identifying channels through which to market Social Marketing itself, and the nomenclature, which has suffered confusion through practice in behavioral economics and social media to name a few of the tools that are perceived as the scope of social marketing and the framework?

The association has now grown to 2,500 members in the last few years. The marketing emphasis has moved toward creating a series of "Social Objects", identifying a vehicle for idea and practice exchange among practitioners, academics, and all of those who are part of the organization. Of some recent achievements, Win states that, "We have moved to create engagement tools like the webinars, offering 6 case studies annually. iSMA has archived a full 50 webinars on their website for access by members."

What does the future hold for iSMA?

Win sees some important next steps for our association. "The iSMA board and members must continue to build consensus on who iSMA is and what their service niche is so that the organization can present itself with a unified voice and message. A glossary of social marketing terms on the website and through other marketing channels would help to ensure that social marketing language is universal."

Additionally, he believes it is key to continue to developing social objects and tools with which to provide practitioners around the globe, enabling them to plan and finance their social marketing projects.

What is next for Win?

From his work with iSMA over the years, what Win has most valued is time listening to so many people involved in social marketing and learning so much from them.

Win will continue devoting himself to his work, applying social marketing frameworks to problems around the globe, currently working to reduce incidence of cholera and malaria in the African and Asian continents.

His business is currently initiating a proposal to pilot a project in Zambia ("not to be confused with Nambia").

Please join me in expressing our gratitude to Win for the incredible amount of time, energy, dedication, vision, technical expertise, economic maneuvering to maximize limited budgets, and on and on, that he has contributed to the International Social Marketing Association over many years, and all of this with Win's characteristic dose of good humor. His efforts have made iSMA what it is today, leaving the association on firm footing and ready to move ahead.

We sincerely thank you, Win!



African Regional Association
Written by Julie Hentz   
Social Marketing Associations are Growing Around the Globe to Include Africa

Originating from a team at the Uganda Ministry of Health, which includes the Uganda Health Marketing Group (UHMG), the formulation of The Social Marketing Association of Africa (SMAA) is underway!  The Articles of Association are being generated and the UHMG legal team is supporting the review.
In its early stages, the first order of business is discussion regarding the composition of the board and of the association executive.

The African Social Marketing Conference in September, 2017 will provide an important venue to introduce the idea of an African Social Marketing Association to the community of practitioners, which will then support the formulation of the steering committee.
Samuel Moses Okello of the Uganda Ministry of Health, tells us that his group is in touch with potential funders and practitioners, but standing up the Association could take up to eight months.

The International Social Marketing Association offers SMAA their congratulations and support, and is thrilled to see the practice of Social Marketing in Africa realize association status.

Development Called and Social Marketing Answered

By Patrick Cook & Craig Lefebvre, July 6, 2017

New York, NY -- From June 27 to June 29, two representatives from the International Social Marketing Association (iSMA) and its member associations met with more than 40 development and behavior change communication and marketing professionals from around the world at the United Nations Children’s Fund (UNICEF) in New York to develop a “global mechanism” for ensuring that communication professionals are at the table when planning, implementing, and evaluating development programs and initiatives.

Hosted by UNICEF and facilitated by The Communications Initiative, the two-day meeting was part of a more comprehensive process to advance the “scale and effectiveness of communication, media, social and behavior change strategies and actions related to local, national, regional, and international development priorities,” according to the foundational white paper, “Development Calling.”

Craig Lefebvre, architect and designer of public health and social change programs and former board member of iSMA, and Patrick Cook, current president of iSMA, represented the social marketing community during the meeting. The meeting was hosted by Rafael Obregon, Chief of the Communication for Development Section at UNICEF New York, and facilitated by Warren Meek, Executive Director of The Communication Initiative. Representatives from the BBC Media Action Network, Johns Hopkins University, Save the Children, UN Population Fund, the UN Environment Program, the United States Agency for International Development (USAID), and the World Health Organization, among others, participated.

Prior to the meeting, representatives from iSMA’s member associations – the Australian Association of Social Marketing (AASM), the European Social Marketing Association (ESMA), the Pacific Northwest Social Marketing Association (PNSMA), the Social Marketing Association of North America (SMANA) – provided feedback and recommendations on the “Development Calling” white paper, developed by the initiative based on interviews, surveys, and discussions with more than 900 communication, marketing, and behavior change communication professionals. The other groups represented at the meeting also provided feedback and recommendations.

The goal of the meeting was to develop options and a plan for developing the “global mechanism.” Some options that were discussed as the focal points of this mechanism included (a) developing programming standards; (b) developing training standards; (c) finding a common and prominent voice to influence national, regional and global policies; (d) creating a consensus around a credible and compelling evidence base for the effectiveness of the field; (e) raising funding levels; and (f) providing ways to increase civil society engagement in consultation and decision-making processes.

Throughout the two days, participants worked to find common ground and shared purpose among the communication fields to better represent ourselves as one community to policymakers and decision makers who are designing, approving, and funding development programs and initiatives. Variously known as behavior change communication, development communication, media, social marketing, and social and behavior change, the representatives of all the fields at the table in New York agreed that the one thing that bound us together was the belief – and evidence base – for ensuring that communication professionals are always a part of development programs and initiatives to ensure the highest probability of success.

At the end of the meeting no final decisions were made about any of the options noted earlier – though civil engagement, increased funding and policy voice were favored goals. The participants agreed to task a smaller group to develop an action plan and, ideally, a brand for the global mechanism, to advance the effort and seek support from the UN and bilateral funders (e.g., USAID). Mr. Obregon, the initiative’s advocate at UNICEF, will help to advance the plan through the approval process at the UN. Both Craig and Patrick have volunteered to be a part of the smaller workgroup developing the action plan and will report back to the iSMA and its member associations.

For more information about the initiative and next steps, please feel free to contract Patrick Cook, [email protected], or Craig Lefebvre, [email protected].

Call for Papers – International Social Marketing Conference (ISMC)

Broadening Cultural Horizons in Social Marketing

The International Social Marketing Conference (ISMC) aims to bring together social change agents from across Australia in a collaboration to share the latest tools & approaches to changing behaviors for societal wellbeing.

The conference with the theme “Broadening Cultural Horizons in Social Marketing” will be held July 15-16, 2018 in Singapore. A Doctoral colloquium will take place on the 17th of July.


  • Call for Papers: June 2017
  • Call for Reviewers: June 2017
  • Submissions Due: November 2017
  • Final Papers: January 2018
  • Conference: 15 - 16 July 2018
  • Doctoral Colloquium: 17 July 2018

Learn more about the conference at

Last Updated on Thursday, June 29, 2017 04:56 AM
Save the Date – International SBCC Summit 2018

Featuring Entertainment-Education (SBCC2/EE6)

The second International Social and Behavior Change Communication (SBCC) Summit, featuring Entertainment-Education will take place on April 16 – 20, 2018 in Bali, Indonesia.

During the event, participants will engage with an international network, share their work, promote evidence-based SBCC tools and methodologies, and partake in skills-building workshops.

The Summit will be hosted by a consortium of international and local partners including the Johns Hopkins Center for Communication Programs, The Communication Initiative, Soul City and UNICEF, among others.

For more information, please visit:

Last Updated on Thursday, June 29, 2017 04:57 AM
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