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

Purpose Exposure to unhealthy lifestyle behaviours before pregnancy affects the health of mothers and their (unborn) children. A social marketing strategy could empower prospective parents actively prepare for through preconception care (PCC). This study aims describe development a PCC based on eight-point benchmark criteria effective clarify concept using promotion purposes. Design/methodology/approach An extensive literature search was carried out regarding needs target population behavioural goals, leading bottom-up, ambassador-driven, communication concept. Findings In-depth insights all benchmarks were analysed incorporated during process new strategy, with special focus application “Health Belief Model” (Benchmark 3) “the Four-P framework” 8). Evidence-based preconceptional information is our product, low price as freely attainable, promoting message overall women ‘ s online or consult health-care provider appropriate place. formative research resulted in Woke Women® empowering pregnancy. Originality/value Developing enhance preparing shows potential encourage adopt healthier can therefore improve future generations.