SMANA’s Membership Promise

  • We connect practitioners, academics, and students within the North American social marketing arena.
  • We aim to build a stronger legacy and community of practice and to disseminate best practices across broad geographic and topical areas.
  • We provide assurance that our social marketing efforts are scientifically rigorous and informed by practice to better position social marketing as a viable intervention framework.
  • We facilitate opportunities for organizations, agencies, and other stakeholders to take advantage of our membership expertise in behavior change strategies.
  • We advocate for the advancement and use of social marketing.

What is social marketing?

Social marketing integrates commercial marketing concepts with other approaches to influence positive behavior change for individuals and communities for greater social good. It’s getting you to brush your teeth, rather than getting you to buy the toothbrush. This differs from social media in that social media are the online communication channels such as Twitter, Facebook and YouTube. A social marketer may use these in an intervention but has other tools available to change behavior also.

Check out how industry leaders defined social marketing through a consensus definition building process:

“Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good.

Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable.”

                 — International Social Marketing Association

Watch this quick 1-minute video to learn more.

Meet SMANA’s Officers and Board of Directors

SMANA’s officers and board of directors work to provide you with opportunities to grow as a behavior change agent. See full bios here.


These officers serve a 1-year term from January to December.

  • President: Kelley Dennings, Action Research and the University of South Florida, U.S.
  • Vice-President: Brian Biroscak, Yale University, U.S.
  • Secretary: Vacant
  • Treasurer: Abigail Fredenburg, Ketchum, U.S.

Board of Directors Per Geography Represented


  • Jay Kassirer with Cullbridge Marketing and Communications
  • Jim Mintz with Centre of Excellence for Public Sector Marketing

Central America/Caribbean


United States


Do you have what it takes to be on the SMANA board of directors? Read our Board Member Expectations and Responsibilities Policy here. Consider nominating yourself for an open position here.  Nominations are accepted on a rolling basis, as needed.

SMANA History

The Social Marketing Association of North America (SMANA) was established in June 2016 to unite and empower behavior change agents in Canada, the Caribbean, Central America, Mexico, and the United States. A small planning committee of behavior change agents in Canada and the United States built SMANA’s foundation, wrote the value proposition and bylaws, and incorporated the organization.

This planning committee included:

    • Jay Kassirer, Cullbridge Marketing and Communications, Canada
    • Kelley Dennings, Action Research, U.S.
    • Abigail Fredenburg, Ketchum, U.S.
    • Tony Panzera, Federal Employee, U.S.
    • Lea Pounds, University of Nebraska Medical Center College of Public Health, U.S.
    • Eric Greene, Ohio Department of Health, U.S.
    • Laura Sanagorski, University of Florida, U.S.
    • Brian Biroscak, Yale University, U.S.
    • Dave Ward, Puget Sound Partnership, U.S.
    • Jim Mintz, Center of Excellence for Public Sector Marketing, Canada
    • Mike Newton-Ward, Independent Social Marketing Consultant, U.S.