Disrupting social marketing through a practice-oriented approach

Purpose This paper aims to explore four disruptions that practice theory makes traditional social marketing approaches school physical activity (PA) intervention. Design/methodology/approach The draws on existing literature from sustainable consumption, sociology of health and illness the authors’ experiences working with primary schools in UK plan execute PA, targeting interconnected practices which PA emerges or fails emerge. explores a practice-oriented theoretical framing, engaging calls interdisciplinary areas for interventions shape emerging school’s everyday routines, rather than promote participation at an individual level. Findings argues first perspective would focus situation research audience research, people as focus. Second, purpose be achieve transitions behaviour change. Third, planning management approach account unintended consequences complex interconnections between practices. Finally, evolved evaluation take longer term understand how cultural are emerging. Originality/value contributes important stream critical scholarship seeks advance away its individualist routes. It sets agenda further considers ontological practical possibilities informed marketing.