Viewpoint: the M-I-T-I framework for practice theory informed social marketing intervention

Purpose This viewpoint seeks to illuminate the utility of practice theory informed design in social marketing intervention development. It introduces the M-I-T-I framework (a four-stage approach comprising practice Mapping, insight Iteration, knowledge Transfer and co-created Intervention) designed to translate practice-theoretic insights into actionable interventions. The study aims to help social marketers respond to calls for targeting social practices rather than the attitudes and choices of individuals, and to advance the impact of the field by encouraging further practice theory informed social marketing programmes to be developed and published. Design/methodology/approach This viewpoint article uses Project Fostering Inclusive Action Sports (FIAS) as an illustrative example to show how the macro social marketing programme was conceptualised and designed through the four stages of the M-I-T-I framework within a real-world mountain biking context. Findings As a viewpoint article, this section is not relevant. Originality/value This article provides a novel social marketing example explicitly developed through the use and application of core practice theory ideas. It offers a structured, applicable framework that repositions practice theory as a practically useful analytical lens, providing actionable insights and clear guidance for the development of social marketing interventions.