Finalized Program for 2012 Event

As part of this year’s Advertising Week, we present the 4th edition of Leading Social Change

Tuesday, January 24, 2012 @ MaRS Discovery District, Toronto, 8:00-2:00pm

Marketing originating with not-for-profit organizations or the public sector is often the source of social change. Successes include reducing HIV infections, adopting responsible drinking habits and encouraging environmentally positive energy choices.

If you are a communicator and are interested in how the partnership between public policy and advertising can create positive social change, you’ll want to attend this event. You won’t want to miss featured speakers from Canada, the U.K. and the Caribbean who will provide you with moving ideas, new tools and powerful inspiration.

Whether you work in the public sector, with a not-for-profit or within an ad agency, this event offers invaluable learning.

This year our keynote speaker will not only talk about social change from personal experience, but he’ll show how it unfolded from his library of eyewitness photos.

Jeffrey Kofman is a Canadian journalist and ABC News’ correspondent covering the Middle East. He has been heavily involved in coverage of the Arab Spring, in particular, the revolutions in Libya and Tunisia. He also covered the Iraq war extensively, including five tours with ABC News in Baghdad, as well as reporting from Qatar, Bahrain, Pakistan, Jordan and from an aircraft carrier in the Arabian Sea. Kofman’s work for ABC News has won him an Edward R. Murrow Award, a duPont Award, and he shared a special Emmy Award for ABC’s coverage of the attacks on September 11, 2001. He received two Emmy nominations in 2007.

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January 24th 2012 MaRS Discovery District, Toronto

Time Speaker Activity
Registration and Continental Breakfast
8:30 John Whytock, Director of Communications Ministry of Energy and Infrastructure Call to Order, Intro to day (Emcee for the day)
8:40 Laurie Sloan, Managing Director
Ontario Advertising Review Board
Welcome from the ARB
8:45 Clive Blair-Stevens, Director
Strategic Social Marketing Centre, U.K.
How the British government successfully integrated Social Marketing (behaviour change) principles and approaches into policy, strategy and implementation.
9:15 Kerry Singh, Marketing Manager Population Services International ( The Story of Got It? Get it. the benefits and challenges of developing a powerful, youth oriented, Caribbean-flavoured brand to support HIV prevention efforts in the twelve English-speaking islands of the Eastern Caribbean.
9:45 Steve Martin, Advisor to the U.K. Cabinet Behaviour Insight team and author of NY times Business bestseller: Yes!– 50 Scientifically Proven Ways to Be Persuasive. From Policy to practice – How behaviour economics gets us to pay our taxes on time and show up on time at hospital and doctors appointments.
10:30 Hunt Allcott, Scientific Director at ideas42 & Assistant Professor of Economics, NYU Behavioural Science and Energy Conservation
11:00 Yvette Thornley, Assistant Director Communications & Information Branch Ontario Ministry of Health & Long-Term Care Creative Showcase: 3 agencies present social change case studies
12:00 LUNCH
12:50 Beverley Hammond, President & CEO
Veritas Communications
Key note speaker introduction
Jeffrey Kofman,
Emmy award-winning ABC journalist
Key note address, “Eye Witness to Social Change” The story of social change and the Arab Spring through the stories and photos of a reporter on the ground in Tunisia and Libya.

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