Social marketing and big social change: personal social marketing insights from a complex system obesity prevention intervention

ABSTRACT

To address ‘wicked problems’ such as obesity, family violence or community safety, we need systems change interventions that reach large numbers, are scalable and can be enriched over time.

Follow the development of a social marketing platform as it became a critical component of Healthy Together Victoria; an internationally recognised, and radically different, approach to driving change for better health. Working beyond the delivery of public education campaigns, social marketing became a key pillar of this powerful movement – one that emboldened governments, business and other partners across sectors and communities – to tackle the rising tide of obesity through leadership, big thinking and joint action.

KEYWORDS:

• Systems
• social marketing
• healthy together Victoria
• obesity
• prevention
• public health

Acknowledgements

The views expressed in this article are of a personal nature and do not reflect that of the Department of Health and Human Services, Victoria, Australia or the Independent Broad-Based Anti-Corruption Commission, Victoria, Australia.

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Roberto Venturini

Roberto Venturini is a senior marketer with a passion for leading dynamic projects within complex environments. He thrives on supporting individuals, organisations and communities to reach their full potential. Working in various marketing and engagement roles across the government, communication and advertising landscape, Roberto possesses a unique blend of public policy, commercial strategy and not-for-profit experience.