مقاله انگلیسی قرار دادن بازاریابی اجتماعی کلان به عنوان اهرم برای رسیدن به اهداف توسعه پایدار
Abstract
Introduction
Methods
Findings
Discussion
Conclusion
References
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 callto-action movement to address obesity city-wide in Brazil was conducted and analyzed according to a macrosocial 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.
Introduction
The United Nations 2030 Agenda for sustainable development “urgent call for action” and 17 sustainable development goals (SDGs) prioritize healthful lifestyles and well-being asessential to sustainable development. SDG3 seeks to “ensure healthy lives and promote well-being for all at all ages” and SDG3’s target 3.4 highlights the need “to reduce by onethird premature mortality from non-communicable diseases (NCD) through prevention and treatment and promote mental health and well-being” by the year 2030 (United Nations [UN], 2015). Obesity is both an NCD and a driver of other NCDs, such as Type 2 diabetes, cardiovascular disease and hypertension (Finkelstein et al., 2005). The world faces an epidemic of obesity and other chronic NCDs, which are linked to an unhealthful lifestyle, so the call for decisive action to achieve target 3.4 and SDG3 is particularly timely and important for the foreseeable future. Recently, obesity and other NCDs have also been linked to an increased risk of complications from COVID-19 (Brocq et al., 2020). In the context of the current global health crisis generated by COVID-19, which has affected every aspect of life around the world, the UN 2030 Agenda and the SDGs seem more relevant than ever. Pursuing UN target 3.4 and SDG3 through a national/global, concerted effort to address obesity with comprehensive population-based interventions that promote healthful lifestyles and prevent other NCDs can help to ensure our ability to cope better with current and future global health crises.