Behaviour Change, Social Change & Societal Change
4th Annual Social Marketing Conference
J.E. Cairnes School of Business & Economics
National University of Ireland, Galway
Friday 23rd November 2012
“Beethoven's Fifth Symphony opens with a dramatic flourish, the famous four note-motif, short-short-short long, which provides the theme for the first movement. As it weaves in and out, the tune is picked up by different instruments with ‘pithy imitations tumbling over each other with such rhythmic regularity that they appear to form a single, flowing melody’. With echoes of the theme drifting through the third and fourth movements, the symphony merges into a coherent whole.
Each instrument contributes its own unique sound, each musician his or her particular skill, but the music only gains its real power in being scored for orchestra. The conductor’s job is to keep the orchestra together and release their potential. Today, over 200 years since its composition, the groundbreaking theme of Beethoven's Fifth is still among the best known classical melodies. Revolutionary for its time in technicality and emotion, it has inspired generations of composers and given immeasurable pleasure to audiences. Indeed, its momentous influence can be traced through art and literature and far beyond the musical realm. The scene from The Simpsons where Clancy Wiggum leaves a performance of the work after the opening bars declaring the rest is “just filler”, perhaps best exemplifies its diffusion beyond the hallowed walls of the concert hall into popular culture.
A key element of Beethoven’s genius was his capacity to see the bigger picture, to combine notes, melodies and instruments in a way that enhances the value of individual contributions. In fact, in its creation of a whole greater than the sum of its parts, his symphony defies the laws of physics and in the process changed the world.
We need to master this craft if we too want to follow suit.
This conference then about listening to and learning from the people we want to work with, whether we term them clients, target groups or citizens, is the sine qua non of behaviour, social or societal change. Values lie at the heart of this endeavor and invites us and client to work together to understand each other as ‘feelers’, ‘thinkers’ and ‘doers’ within the context of our lives and social structures. It acknowledges individual behaviour change as a necessary precursor to broader social change.
For any large scale change to happen, there needs to be a cooperative system of values in place – people need to work together to agree on ‘what really matters’. Above all this perspective provides the necessary complexity and sophistication we need to tackle the great multifactorial problems – most notably global warming, obesity, AIDS and inequalities – that humankind now faces” .
This 4th Annual National Social Marketing Conference brings together two world known behavioural change experts, Professor Rebekah Russell-Bennett from Australia and Matthew Wood, Brighton University, UK, with practitioners and leaders in the public and voluntary sector, to contemplate Behaviour Change, Social Change & Societal Change.
Registration and Fees
Registration fee €85 per person to include refreshments, light lunch and conference materials.
To Register please click here.