Shiraz Latiff speaks at World Social Marketing Conference in Canada

Friday, 10 May 2013 00:01 - - {{hitsCtrl.values.hits}}

Chartered Marketer and a Past Regional Chair of CIM Sri Lanka Shiraz Latiff, was invited to speak at the World Social Marketing Conference in Canada, which was held at the Westin Harbor Castle, Toronto from 22-23 April, 2013. The Conference was organized by the Institute of Social Marketing and Strategic Social Marketing and was chaired by Professor Jeff French.

Professor Philip Kotler of Kellogg School of Management at North Western University delivered the keynote address, and many leading figures from the social marketing arena were part of the panel of speakers. Prof. Robert F. Lusch of University of Arizona, Dr. Brian Wansink, author of ‘Mindless Eating’ and Professor of Marketing at Cornell University, Dr. Doug McKenzie-Mohr of McKenzie-Mohr & Associates, Ma Jun, Founding Director of Institute of Public & Environmental Affairs, China, and Nancy Lee of Social Marketing Services Inc. were some of the eminent speakers at the Conference.

Latiff presented at one of the keynote sessions on the topic of ‘Applying Marketing for Social Programs: The Asian Experience’. His presentation gave prominence to three social marketing programs in Sri Lanka, ‘Prevention of Diabetes’, ‘Creating Awareness on Sexual Reproductive Health’ and ‘Prevention of Thalassemia in Sri Lanka’, with the successful collaboration of institutions like the Rotary International, Sri Lanka Diabetes Association, the Thalassemia Center and the Sri Lanka Family Planning Association. Latiff is currently a Trustee of the Chartered Institute of Marketing UK and is the Founder/CEO of Hummingbird International, a regional knowledge house that undertakes coaching, consulting and outsourcing. He is also a director of the World Marketing Summit Group Inc. and a member of the strategic committee of the World Marketing Summit, which is convened annually by Professor Philip Kotler in pursuit of creating a better world through marketing.

The World Social Marketing Conference is a biennial congregation of academics, researchers, and practitioners of social marketing representing over forty countries. The Conference aims to act as a vehicle to help build a global movement dedicated to capturing, spreading and nurturing good practice in social marketing, as well as to increase the efficiency and effectiveness of social marketing practices at both operational and strategic levels.

Social marketing is a set of evidence and experience concepts based on marketing principles that provide a systematic approach to understanding behaviour and modifying it for social good. It is a fusion of science, practical ‘know how’ and reflective practice.