ABSTRACT
Many countries are now facing the simultaneous issues of malnutrition and obesity, requiring governments to balance scarce resources for both food security and preventable diseases. The case study of obesity interventions and its discourse is used to showcase and expand our understanding of macro-social marketing. We discuss how to communicate the social, cultural, political, and natural environmental changes that occur in the macro level of society to highlight the need for system change. In macro-social marketing we can communicate the pressure of issues in a coherent and persuasive way, through framing or narrative tools, to gain support for initiatives (i.e., new regulations, increased funding) and encourage behaviour change. Beyond articulation, macro-social marketing at the meso level can also leverage landscape pressures and mobilise and support social movement(s). We reflect on the implications for media and stakeholder communications and macro-social marketing strategies.
