...Fiona Spotswood; Gareth Wiltshire; Sara Spear; Angela Makris Purpose This paper aims to explore four disruptions that practice theory makes to traditional social marketing approaches to school physical activity (PA) intervention. Design/methodology/approach The paper draws on existing...

... the paradoxical nature of practices aimed at social change. Originality/value The study suggests a set of propositions and an original definition of SE that mitigates conceptual inconsistencies found in literature drawing on empirical data and by incorporating the political lens found in practice theory...