ISM 2012 draws together a blend of social marketing researchers, practitioners in the corporate and not for profit sector along with governments at all levels to delve into the challenges currently faced in social marketing. Over 60 academic and case study presentations on June 28th and 29th explore some of the most pressing social marketing issues. Real world case studies showcase how social marketing has been used to positively influence a wide range of behaviours, including (but not limited to) energy consumption, smoking, sun protection behaviour, physical activity, healthy eating habits, bottled water consumption, spread of the common cold, alcohol drinking, road safety, cyber bullying, breastfeeding, blood donation, domestic violence and HIV/Aids.