World Social Marketing Conference 2025

We research the possibility of merging the theoretical rigour of the existing model widely used in social marketing-- the Transtheoretical Model or the 6 stages of change (TTM)--with the proven practices of the 12-step programs (AA, Overspenders Anonymous, Gamblers Anonymous, etc.)--powerful peer-led support groups. What makes both approaches effective, how their principles and techniques overlap or differ, how they can enhance each other, and ultimately what campaign designers could use to maximize the effectiveness of their initiatives?