Tackling Mexico's obesity crisis: The role of marketing

Mexico has the world's largest child obesity rate and the second-highest rate among adults. In response, in 2011 Mexico's government launched a marketing campaign to change behaviour.

Tackling Mexico's obesity crisis: The role of marketing

Ivan Castano

Mexico has the world's largest child obesity rate and the second-highest rate among adults. The situation has become so bad that several international and local health groups are calling it an epidemic, urging the government to do something to tackle the problem. According to the Health Ministry, nearly half of Mexico's 110m people are overweight or obese, with 8% of that total being children.

In response, in 2011 Mexico's government launched a marketing campaign to change behaviour. But the latest campaign has raised questions about what strategy the authorities...

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