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Leveraging macro-social marketing to achieve sustainable development goals: a city-wide intervention addressing obesity in Brazil

Bastos, Adriana, Veludo-de-Oliveira, Tânia, Yani-de-Soriano, Mirella, Atalla, Marcio and Gualano, Bruno 2022. Leveraging macro-social marketing to achieve sustainable development goals: a city-wide intervention addressing obesity in Brazil. Journal of Social Marketing 12 (1) , pp. 29-48. 10.1108/JSOCM-09-2020-0187

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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.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Emerald
ISSN: 2042-6763
Last Modified: 06 Jan 2022 14:22
URI: https://orca.cardiff.ac.uk/id/eprint/141830

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