World Social Marketing Conference 2025

You've probably heard of the Stages of Change. This session will present a case study of the Transtheoretical Model in practice. Learn how a segmented approach targeted to people's readiness to change helped shape an intervention to address problem drinking in Central Maryland in the United States. We'll show how a nonjudgmental, harm-reduction approach can leverage foot-in-the-door effect to build trust and help people break through denial and begin the first steps of their journey.