The following link depicts a successful coordinated and systematic approach to solve a big and hairy problem – excessive consumption of salt in Finland. The approach taken was mostly upstream. There is nothing in that approach that could not be undertaken under the social marketing umbrella (even changing the regulation). I understand that social marketers should aim more at these kind of wicked and complex problems. To change the world. http://www.worldactiononsalt.com/worlda…/europe/53774.html