A social marketing strategy to promote preconception care: development of the Woke Women strategy

Maas, Veronique Y.F.; Blanchette, Lyne M. G.; Amstel, Wencke van; Franx, Arie; Poels, Marjolein; Köster, Maria

doi:10.1108/jsocm-07-2021-0151

Cited by 5 publications

(6 citation statements)

References 65 publications

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“…Let’s make your baby strong’. A detailed description of the development of the Woke Women® campaign has previously been published [ 34 ]. During the entire intervention phase, the following implementation strategies were used: PCC-consultations were facilitated at all midwifery practices as part of standard care, but also evidence-based PCC-information was distributed using different mediums, such as posters, flyers, billboards, bicycle saddle covers, newspaper items, radio programs, word-of-mouth marketing and social media feeds.…”

Section: Methodsmentioning

confidence: 99%

“…A previous locally tailored PCC-intervention promoting preconceptional health was implemented and evaluated in a feasibility study (APROPOS-I) conducted by our group in 2017, which led to improved preconceptional lifestyle behaviours and increased use of PCC among prospective parents [ 32 ]. In the current study (APROPOS-II), we enhanced this previous PCC-intervention by including a social marketing strategy and a larger study population [ 33 , 34 ]. This study aims to assess the effectiveness of the APROPOS-II intervention in a hybrid-II effectiveness implementation design on (1) adequate preconceptional (lifestyle) behaviours among prospective parents and (2) provision of PCC and PCC-knowledge among healthcare providers.…”

Section: Introductionmentioning

confidence: 99%

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The effect of a locally tailored intervention on the uptake of preconception care in the Netherlands: a stepped-wedge cluster randomized trial (APROPOS-II study)

Maas

Poels²,

Ista³

et al. 2022

BMC Public Health

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Background The preconception period provides a window of opportunity for interventions aiming to reduce unhealthy lifestyle behaviours and their negative effect on pregnancy outcomes. This study aimed to assess the effectiveness of a locally tailored preconception care (PCC) intervention in a hybrid-II effectiveness implementation design. Methods A stepped-wedge cluster randomized controlled trial was performed in four Dutch municipalities. The intervention contained a social marketing strategy aiming to improve the uptake (prospective parents) and the provision (healthcare providers) of PCC. Prospective parents participated by administering a questionnaire in early pregnancy recalling their preconceptional behaviours. Experiences of healthcare providers were also evaluated through questionnaires. The composite primary outcome was adherence to at least three out of four preconceptional lifestyle recommendations (early initiation of folic acid supplements, healthy nutrition, no smoking or alcohol use). Secondary outcomes were preconceptional lifestyle behaviour change, (online) reach of the intervention and improved knowledge among healthcare providers. Results A total of 850 women and 154 men participated in the control phase and 213 women and 39 men in the intervention phase. The composite primary outcome significantly improved among women participating in the municipality where the reach of the intervention was highest (Relative Risk (RR) 1.57 (95% Confidence Interval (CI) 1.11–2.22). Among women, vegetable intake had significantly improved in the intervention phase (RR 1.82 (95%CI 1.14–2.91)). The aimed online reach- and engagement rate of the intervention was achieved most of the time. Also, after the intervention, more healthcare providers were aware of PCC-risk factors (54.5% vs. 47.7%; p = 0.040) and more healthcare providers considered it easier to start a conversation about PCC (75.0% vs. 47.9%; p = 0.030). Conclusion The intervention showed some tentative positive effects on lifestyle behaviours among prospective parents. Primarily on vegetable intake and the knowledge and competence of healthcare providers. The results of this study contribute to the evidence regarding successfully implementing PCC-interventions to optimize the health of prospective parents and future generations. Trial registration Dutch Trial Register: NL7784 (Registered 06/06/2019).

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Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The effect of a locally tailored intervention on the uptake of preconception care in the Netherlands: a stepped-wedge cluster randomized trial (APROPOS-II study)

Maas

Poels²,

Ista³

et al. 2022

BMC Public Health

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“…Social marketing approaches that incorporated the SCT has mostly focussed on parental experiences (Maas et al , 2022; Rai and Biswas, 2022); health behaviour and or food consumption (Harris et al , 2022; McDivitt et al , 2011; Ryan et al , 2022); and more recently, technology related subjects (Saleme et al , 2020). When the SCT has been incorporated regarding pro-environmental behaviours, it has been in conjunction with other theories, such as goal-framing theory (Rohenkohl et al , 2023).…”

Section: Literature Reviewmentioning

confidence: 99%

“…In the model of reciprocal interactions, these factors are both influencers on motivation, and motivational outcomes. Self-efficacy plays an important role as part of the behavioural factors, as motivational outcomes can affect people's self-efficacy positively and maintain motivational outcomes.Social marketing approaches that incorporated the SCT has mostly focussed on parental experiences(Maas et al, 2022;Rai and Biswas, 2022); health behaviour and or food consumption(Harris et al, 2022;McDivitt et al, 2011;Ryan et al, 2022); and more recently,…”

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confidence: 99%

The role of social marketing in promoting quality of life through the lens of sustainable consumption

Christie

Villiers

2023

JSOCM

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Purpose 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). Design/methodology/approach 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. Findings 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. Research limitations/implications 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. Originality/value 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.

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“…Social marketing has been defined as “the systematic application of marketing alongside other concepts and techniques, to achieve specific behavioral goals, for a social good” (French & Blair-Stevens, 2007). Maas et al, (2022) assert that social marketing has proven to be an effective tool for behavior change at the micro and macro levels. The concept of social marketing has achieved tremendous success when applied in various social areas, including health, sanitation, and the environment (see Darsareh et al, 2019; Powell et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Social Marketing: Using the Theory of Planned Behaviour to Predict Open Defecation Free Behaviour Among Households in Ghana

Nnindini

Dankwah

2023

Social Marketing Quarterly

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Background Despite global efforts to combat the menace of open defecation, the phenomenon persists, particularly in developing nations. It is estimated that about 14% of Sub-Saharan Africa’s population still practice open defecation. Focus The study sought to examine the behavioral and psychological mechanisms that influence attitudes toward open-defecation-free behavior in Ghana by applying a behavior change theory. Key Hypotheses The following hypotheses were formulated and tested by this study: households’ attitude towards open defecation-free has a significant positive relationship with the actual open defecation-free behavior, household’s subjective norms towards open defecation-free have a significant positive relationship with their actual open defecation-free behavior and households’ perceived behavioral control over open defecation free has a significant positive relationship with their actual open defecation free behavior. Methods A cross-sectional survey was conducted involving 550 respondents. Data were analyzed using the structural equation modeling technique. Results All three variables of the theory of planned behavior were found to have a positive significant influence on Ghanaian households’ actual open defecation-free behaviors. Demographics such as income, educational level, and availability of latrines were found to moderate the relationships between subjective norms, perceived behavioral control, and households’ actual open defecation behavior. Importance to Social Marketing Field The study extends the current literature on social marketing by demonstrating that the theory of planned behavior could be used to predict people’s attitudes toward open-defecation-free behavior. Though the theory of planned behavior has been empirically proven as a good predictor of behavior, by moderating its relationship with open defecation-free behavior with demographic variables our model fleshes out more nuances of the theory, thereby contributing to the development of a social marketing theory. Recommendations for Research or Practice This study employed a cross-sectional survey; hence it may presume static relationships among the constructs which can be cured by a future longitudinal study that could explain the pattern of behavior change. The study recommends that government facilitates the provision of latrines for households by providing financial assistance to those who cannot afford the construction of latrines. A social marketing campaign should also be adopted to encourage the use of latrines.

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A social marketing strategy to promote preconception care: development of the Woke Women strategy

Cited by 5 publications

References 65 publications

The effect of a locally tailored intervention on the uptake of preconception care in the Netherlands: a stepped-wedge cluster randomized trial (APROPOS-II study)

The effect of a locally tailored intervention on the uptake of preconception care in the Netherlands: a stepped-wedge cluster randomized trial (APROPOS-II study)

The role of social marketing in promoting quality of life through the lens of sustainable consumption

Social Marketing: Using the Theory of Planned Behaviour to Predict Open Defecation Free Behaviour Among Households in Ghana

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