Ten promises to Terry: towards a social marketing manifesto

Abstract

Purpose

This paper aims to present the problem of obesity and associated ill health in the UK. It seeks to show how marketing by major companies contributes to this problem.

Design/methodology/approach

This paper uses the case study of “Terry” to illustrate the issues involved.

Findings

This paper finds that life expectancy is predicted to fall in the UK unless action is taken against the growth of obesity. The marketing of fast foods needs to be curtailed.

Originality/value

Ten pledges are made to “Terry” to improve his health, pledges that can be applied to the whole nation.

Citation

Hastings, G. (2006), "Ten promises to Terry: towards a social marketing manifesto", Health Education, Vol. 106 No. 1, pp. 5-8. https://doi.org/10.1108/09654280610637157