Leveraging macro-social marketing to achieve sustainable development goals: a city-wide intervention addressing obesity in Brazil
ISSN: 2042-6763
Article publication date: 7 June 2021
Issue publication date: 3 January 2022
Abstract
Purpose
The purpose of this paper is to demonstrate how macro-social marketing can contribute to the United Nations 2030 sustainable development’s goal of reducing non-communicable diseases and promoting and well-being by addressing the wicked problem of obesity.
Design/methodology/approach
A comprehensive, population-based intervention developed as a call-to-action movement to address obesity city-wide in Brazil was conducted and analyzed according to a macro-social marketing perspective, combined with the total process planning model (TPP).
Findings
The intervention was successful in effecting systemic change by targeting multi-level audiences to trigger active participation and interaction of multiple sectors at the macro, meso and micro levels; fostering the related positive behaviors of physical activity and healthful eating; and using a complementary range of intervening tools including events, mass media and social digital media.
Originality/value
Using a holistic view that combines macro-social marketing with the TPP, this paper offers factual evidence on how to connect research and action meaningfully to address obesity by engaging, connecting and/or partnering with multiple stakeholders in an effort to promote a healthful lifestyle and well-being.
Keywords
Acknowledgements
The authors would like to thank the editor-in-chief, the two guest editors, and the three anonymous reviewers for their valuable comments and suggestions on earlier drafts of this article.
Citation
Bastos, A., Veludo-de-Oliveira, T., Yani-de-Soriano, M., Atalla, M. and Gualano, B. (2021), "Leveraging macro-social marketing to achieve sustainable development goals: a city-wide intervention addressing obesity in Brazil", Journal of Social Marketing, Vol. 12 No. 1, pp. 29-48. https://doi.org/10.1108/JSOCM-09-2020-0187
Publisher
:Emerald Publishing Limited
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