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.

中文翻译：

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利用宏观社会营销实现可持续发展目标：解决巴西肥胖问题的全市干预措施

目的

本文的目的是展示宏观社会营销如何通过解决肥胖这一邪恶问题，为联合国 2030 年可持续发展的目标做出贡献，即减少非传染性疾病并促进福祉。

设计/方法/方法

根据宏观社会营销的观点，结合全过程规划模型 (TPP)，开展并分析了一项综合性的、基于人口的干预措施，作为号召行动来解决巴西全市范围的肥胖问题。

发现

通过针对多层次受众，在宏观、中观和微观层面引发多个部门的积极参与和互动，干预成功地实现了系统性变革；培养身体活动和健康饮食的相关积极行为；并使用一系列互补的干预工具，包括活动、大众媒体和社交数字媒体。

原创性/价值

使用将宏观社会营销与 TPP 相结合的整体观点，本文提供了关于如何通过与多个利益相关者互动、联系和/或合作来有意义地联系研究和行动以解决肥胖问题的事实证据，以努力促进健康的生活方式和福利。