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

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.

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