7 November, 2025

This week, the SKY Girls team joined over 200 delegates from 34 countries in Alicante for the annual World Social Marketing Conference, themed ‘Catalysts for Change: Uniting Global Efforts to Shape a Better Future’. 

The three-day event brought together social marketers, behavioural scientists, and entrepreneurs to share ideas, research, and innovations on how collective action and collaboration can help to address our biggest social and environmental challenges.  

The SKY team, including colleagues from Kenya, gave a presentation exploring how SKY addresses multiple social and health issues through a unified brand. We showed how we deliver the programme across seven markets, while maintaining our core mission: encouraging girls to be true to themselves. Our session highlighted how SKY’s audience-led design and multi-channel approach has created impactful, relatable and tailored ways to reach girls, sharing lessons for other social-change organisations to learn from too. 

The breadth of content covered during the week was extensive, with talks ranging from AI’s role in social marketing, vape prevention messaging, and climate change and sexual health campaigns, all of which underscored the huge value and necessity of studying, understanding and enacting social marketing to create change. It was a week of facilitated dialogue, brimming with opportunity for learning, partnership and positive change which centres people right at the core of it.

By Rosie Serlin