Physical & Virtual
Super Early Bird Fee
Register and Pay
by 26 Mar ’21
Early Bird Fee
Register and Pay
by 23 Apr ’21
Regular Fee
Register and Pay
after 23 Apr ’21
Non Singapore-registered companies $995 (SGD) $1,095 (SGD) $1,195 (SGD)
Singapore-registered companies (fees include 7% GST) $1,064.65, (SGD) $1,171.65 (SGD) $1,278.65 (SGD)


Group Discount!
Enjoy 10% off when you register for 3 or more 
For groups of 3, 4th comes for free

  1. Super Early Bird & Early Bird promotion: Discount will only be valid if payment is received by the stipulated date.
  2. Group discount only applies to registrations from the same company, attending the same event in the same country location. Delegates must register at the same time and be of the same billing source. Only a single invoice will be issued.
  3. Only corporate registrations will be accepted.
  4. Bank charges & taxes are to be borne by registrants, if applicable.
  5. Full payment is mandatory upon registration for admission to the event.
  6. Walk-in delegates will only be admitted on the basis of space availability at the event and with immediate full payment.
  7. Fee includes lunch, refreshments and event documentation.
  8. The organiser reserves the right to make any amendments that it deems to be in the interest of the event without any notice.
  9. Information provided will be used for event administration and updates on upcoming events. For more details, please visit:


A replacement is allowed if registered participants are unable to attend. For cancellations received in writing before 23 Apr 2021, a full refund will be given with a 10% administrative charge. For cancellations received in writing before 7 May 2021, a 50% refund will be given together with the event documentation. There will be no refunds for cancellations received after 7 May 2021 or “no show” participants. However participants will receive a copy of the event documentation.

In the event of a cancellation, a refund will be made via the original mode of payment and based on the original amount we received. Refund is made based on the prevailing exchange rate and Pacific Conferences shall not be responsible for any foreign exchange currency losses.

Unlock Barriers to Apathy and Capitalise on Covid-19 Giving Behaviour
One of the most surprising things that the Covid-19 pandemic brought about was a shift in audience behaviour and mindset towards the community. NGOs received a spike in donation campaigns towards migrant and disadvantaged groups in Singapore.

This change was reflected significantly on social media. Previously a heavily curated platform with a fixation on popularity, behaviour has changed to one showcasing a more unfiltered version of reality in an effort to cope collectively as a community. In a way, this has circled back to the true purpose of social media being a platform that brings groups of people together for positive outcomes.

How can organisations leverage on this change to advance more social causes?
What does this new behaviour change spell out for the future of social marketing?
How can brands build relevance and trust with the change in mindset and values?

Devise Inspiring Catalysts that Kickstart Positive Behavioural Change on Social Media
Join us in this dynamic 1-day seminar to acquire the latest know-hows on designing interactive frameworks that inspire behavioural change using social media. Apply interactive behaviour frameworks from science to drive behaviour change. Develop a storytelling framework that motivates collective behaviour on Facebook, Instagram and YouTube. Know when to exercise caution when developing plans to build a “relationship” with individual audiences. Learn how to deal with resistance from target communities when championing a cause. Examine how to conceptualise engaging programmes that build trust and foster participation from communities.

An Option to Attend a Fully Immersive 1-Day Virtual Seminar Experience  

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 Hear LIVE presentation on leading case studies and common challenges  Connect via chat and video call with like-minded professionals  Engage in LIVE Q&A and chats during sessions with speakers and peers  Gain access to full workshop materials and handout

Programme Highlights

  • Audience Behavioural Insights
    Understanding audience behaviour on the path to purchase

    Develop Interactive Behavioural Frameworks
    Changing mindsets and developing actionable cues for behaviour change

    Digital Engagement Strategies
    Communicating behavioural change strategies to target groups on FB, IG, YouTube & Mobile Apps

    Best Practices for Behaviour Change Using Social Media
    Hear how to design, deliver and encourage behaviour change

Benefits of Attending

  • Discover the latest behavioural trends and distinct audiences types in 2021
  • Assess how to target user groups and understand the barriers to behaviour change
  • Problem-solve solutions that deal with disengaged behaviour patterns
  • Design recognizable social cues that encourage clear repeatable action steps and reduce drop outs
  • Explore how to synchronise various social platforms to shape and reinforce behaviour change
  • Uncover what worked and didn’t when using social media to nudge for behaviour change
  • Adopt techniques to overcome user fear and resistance to new habits
  • Gain insights into using data to measure, learn and improve for sustained habit change
  • Coordinate management buy-in to proceed with interaction design framework for programmes
  • Pick up tips on managing negative comments from target community to champion cause


Lesley Ngai

Head of Audience Development & Content,

Hello Health Group

Jeff Vlahovich

Global Lead-Platforms Audience Research | APAC Lead Audience Research,


Preeti Kotamarthi

Behavioural Science Lead,


Ng Wei Lieh

VP Digital Product Management,

DBS Bank

Shraddha Tawate

Senior Strategic Lead,

Ward6 Singapore

Cai Yinzhou


Citizen Adventures

Who Should Attend

Senior level professionals responsible for Research, Development, Programme, Planning, Engagement, Corporate Social Responsibility, Communications, Digital Marketing, Social Media



  • 08.30 Registration & Morning Coffee
  • 09.00 Chairperson’s Welcome & Ice Breaking Session

    Lesley NgaiHead of Audience Development & ContentHello Health Group

  • 09.30 Audience Behavioural Insights

    Utilising Behavioural Science to Drive Engagement Behaviour on Social Platforms

    Uncover the behavioural trends driving engagement behaviour on Facebook-owned platforms and what brands can do to drive more tangible outcomes on their platforms

    • Behavioural trends and distinct audience types to prepare for in 2021
    • Consumers in the Path to Purchase: What we can learn from Behavioural Science
    • Social Media = Social Markets? Cautions for organisations aiming at building a “relationship” with individuals
    • Using the MINDSPACE model to drive outcomes on social platforms

    Jeff Vlahovich, Global Lead-Platforms Audience Research | APAC Lead Audience Research, Facebook

  • 10.30 Morning Refreshments & Network Break
  • 10.45 Developing Interactive Behavioural Frameworks

    Changing Mindsets & Developing Actionable Cues for Behavioural Change

    Hear how Grab uses behavioural science to design interactive behavioural frameworks to motivate positive behavioural change on its app that has reduced ride cancellations significantly

    • Know your target user groups and understand the barriers to behaviour change
    • Understand the underlying psychology behind disengaged behaviour patterns
    • Interactive, easy to apply framework on using science to drive behaviour change
    • Case studies with applications of behaviour science-based change

    Preeti Kotamarthi, Behavioural Science Lead, Grab

  • 11.45 Digital Engagement Strategies

    Communicating Behavioural Change Strategies to Target Groups on Facebook, Instagram and YouTube

    • Align interactive design framework with content marketing that connects
    • Develop a storytelling framework that motivates interactive behaviour on Facebook, Instagram and YouTube
    • Design recognisable visual cues that encourage clear repeatable action steps and reduce dropouts 
    • Synchronise various social media platforms to shape and reinforce behaviour change

    Shraddha TawateSenior Strategic LeadWard6 Singapore 

  • 12.45 Lunch & Networking Break
  • 14.15

    Designing Digital Financial Planning Products That Drive Behaviour Change

    The fear of financial planning is often a stress inducing process of #adulting put off by many young Singaporeans. Listen to how DBS overcame this hurdle by designing interactive digital products that encourage young users to take the first step in designing a financial future they want

    • Establishing value-driven frameworks
    • Understanding the science behind habit building mechanisms
    • Knowing our users; what are their barriers to financial planning?
    • Using data to measure, learn and improve

    Ng Wei Lieh, VP Digital Product Management, DBS Bank

  • 15.15 Afternoon Refreshments & Network Break
  • 15.30 Best Practices for Behaviour Change Using Social Media

    Citizen Adventure’s Strategy in Using Facebook to Instill Empathy through Personal Stories

    Get insights as to how Citizen Adventures reframes easily forgotten everyday social issues by designing empathy through personal stories on social media and how a simple act of giving a haircut can get Singaporeans involved in serving alongside marginalized communities. Check out their tours here.

    • How Citizen Adventures conceptualizes a range of programmes and its’ strategy in serving different needs in the community
    • How Citizen Adventures brought organic, ground up social initiatives like #Backalleybarbers and  to life on Facebook and Instagram
    • Not just another socially conscious enterprise: Tips on managing resistance and negative comments to Citizen Adventure’s cause
    • Citizen Adventure’s strategy in creating organic events and the importance of authenticity

    Cai YinzhouDirector, Citizen Adventures  

  • 16.30 Chairperson’s Insights & Analysis of the Day’s Proceedings
  • 17.00 End of Seminar