FIGHTING SEDENTARY LIFESTYLE AND OBESITY IN THE 21st CENTURY
WHAT THE FITNESS BUSINESS CAN LEARN FROM THE TOBACCO INDUSTRY
DOI:
https://doi.org/10.23925/2179-3565.2021v12i4p36-45Palabras clave:
Social Marketing, Tobacco Industry, Sedentary lifestyle and Obesity, Fitness Business ServicesResumen
This essay sought to analyze the strategies adopted by the tobacco industry to promote itself and reach its target audience and identified that, in essence, communication-related to smoking as a passport to a more intense, adventurous, and sporting life does not belong to what smoking habits bring. These communication strategies best serve the fitness and wellness industry, a true ambassador of these benefits and an essential ally against NCDs in the 21st century. In addition, the worldwide anti-smoking campaign is being observed and based on it, a campaign against sedentary lifestyle and in favor of consumption habits that prevent obesity is proposed. These are contributions both to the literature on social marketing and to corporate and public health management. New research paths are pointed out.
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