Course Description

Social marketing is one of the fields/disciplines that we can turn to when learning about and applying the science of human behaviour change. Led by Justine Williams (HBCA team member and Director of Our Family Dog CIC) this short course will take you through the key principles of social marketing, including community social marketing, including lots of examples to bring the subject to life. The presentation style and resources encourage active learning.

Justine was a speaker at our 2016 conference and a keynote speaker at our 2018 conference - both talks were incredibly popular and had fantastic feedback, so we are so excited to be able to host this resource presented by Justine. 


HBCA Expert Team

Justine Williams

Justine Williams is an experienced charity campaigns and communications professional who specialises in behaviour change – she holds a Postgraduate Certificate in Behaviour Change. For more than 20 years, she worked in animal welfare; and first pioneered the application of behaviour change theory when she was head of campaigns for the UK animal welfare charity, the RSPCA. Whilst there, she co-founded the award-winning Cat Population Control Group: a collaboration between cat welfare organisations, veterinary professionals and academics, which developed a behavioural insights-driven approach to increasing cat neutering rates in the UK. In 2019, she founded Our Family Dog a website which uses behaviour change theory to support first-time dog owners.

Course Curriculum

  • 1

    Course Content

    • Part 1 - Introduction

    • Part 2 - Getting Started Scope

    • Part 3 - Insight Exchange

    • Part 4 - Develop, Implement, Evaluate and Feedback

  • 2


    • Videos

    • Book Recommendations

    • Podcast