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Exposure to unhealthy lifestyle behaviours before pregnancy affects the health of mothers and their (unborn) children. A social marketing strategy could empower prospective parents to actively prepare for pregnancy through preconception care (PCC). This study aims to describe the development of a PCC social marketing strategy based on the eight-point benchmark criteria for effective social marketing and to clarify the concept of using social marketing for health promotion purposes.

An extensive literature search was carried out regarding the needs of the target population and PCC behavioural goals, leading to the development of a bottom-up, ambassador-driven, communication concept.

In-depth insights of all benchmarks were analysed and incorporated during the development process of a new PCC social marketing strategy, with a special focus on the application of the “Health Belief Model” (Benchmark 3) and “the Four-P framework” (Benchmark 8). Evidence-based preconceptional health information is our product, for a low price as the information is freely attainable, promoting a message of overall women‘s health and online or through a consult with a health-care provider as the appropriate place. This formative research resulted in the development of the Woke Women® strategy, empowering women to actively prepare for pregnancy.

Developing a social marketing strategy to enhance actively preparing for pregnancy shows potential to encourage prospective parents to adopt healthier preconceptional lifestyle behaviours and can therefore improve the health of future generations.

This paper aims to present a description of the development and implementation of a combined school- and community-based intervention for the prevention of overweight among children, using the combined methods of social marketing (SMk) and intervention mapping (IM).

The SMk total process planning (TPP) framework was used, a simple but robust framework that consists of five stages: scoping, development, implementation, evaluation and follow-up. In addition, IM tools were embedded in the development stage to strengthen the development element of the campaign.

The use of the SMk TPP framework led to the selection of one specific target segment and behaviour. IM tools helped to select the most important and modifiable determinants and behaviours in the target segment, as well as to select and appropriately apply theoretical methods for influencing determinant and behaviour change. The resulting “Water Campaign” was aimed at Turkish and Moroccan mothers and their 6-12-year-old-children (target segment). This intervention addresses the consumption of sugar-sweetened beverages through the promotion of tap water drinking (target behaviour). The systematic involvement of key stakeholders resulted in capacity-building and co-creation.

A key finding of the present work is that the SMk TPP framework and IM tools can be successfully combined in intervention development, helping to develop enhanced interventions. Combining these methods led to a theory-based and client-oriented intervention, which was directed at multiple ecological levels and which systematically involved key stakeholders. With this detailed description of the intervention development, this paper aims to assist other researchers and practitioners in their quest to develop better interventions.

This paper presents a unique conceptual model that promotes behaviour change with the goal of creating a more sustainable conscious society. It aims to provide social marketers with insight on how to influence consumers' buying behaviour, which is often guided by their misperception of what is a good Quality of Life (QoL).

By means of a comprehensive, analytical review of relevant literature, this paper took a conceptual approach that included the thematic analysis of data sources such as accredited journal articles, books and other credible published materials.

Against the backdrop of South Africa's socio-economic conditions, this model emphasises the crucial role of individual's social and personal environment in shaping behaviour. The role of social marketers is to capitilise on consumers immediate environment to persuade them to consume more sustainably. It further gives way to the long-term, positive consequences of behaviour change on consumer's Quality of Life. The basic premise underlying the conceptual model is eudaimonia, the long-term subjective well-being of consumers, as a result conscientious consumption practices. The authors integrate Bandura's Social Cognitive Theory (1986) and Christie's Nested model of Quality of Life (2018) and presents the Social Cognitive Model of Quality of Life.

Such an integrative conceptual model can be used to justify policy implications, social marketing strategies and behavioural change for the individual consumer to promote their own subjective QoL while addressing and perhaps mediating the broader social and environmental concerns. However, the application of this concept within an emerging economy, remains to be a challenge, as the awareness around sustainable consumption is still in its infant stage.

With the rise of globalisation, consumers in emerging economies aspire to portray wealth through the acquisition of materialistic possessions. This is even though the majority live in poverty and cannot sustain a lifestyle that is driven by conspicuous consumption. As a result, social marketers have a significant responsibility to inRuence consumers buying behaviour towards sustainable consumption. This paper presents a model that guides social marketers on how they can encourage pro-environmental behaviour and create a more sustainably conscious society.