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.