Statewide implementation of the 1% or Less Campaign

Area of Science:

• Nutrition science
• Public health interventions
• Behavioral science

Background:

• High saturated fat intake is a public health concern.
• Dietary guidelines recommend reduced saturated fat consumption.
• Low-fat milk is a viable alternative for reducing saturated fat intake.

Purpose of the Study:

• To evaluate the effectiveness of the 1% or Less Campaign in increasing low-fat milk consumption.
• To assess the sustained impact of the campaign on dietary behavior.
• To determine the population-level impact of the intervention.

Main Methods:

• A 6-week intervention combining media campaigns, public relations, and taste tests.
• Effectiveness measured through sales data analysis and cross-sectional telephone surveys.
• Studies conducted in small, predominantly White communities.

Main Results:

• Significant increase in low-fat milk consumption from 30.2% to 40.8% (p < .001).
• Sustained increase observed at 3 months post-intervention.
• Low-fat milk sales increased from 32.7% to 39.9%.

Conclusions:

• The 1% or Less Campaign is effective in promoting population behavior change towards reduced saturated fat intake.
• The intervention demonstrates a significant and sustained shift in milk consumption patterns.
• Booster sessions may be necessary to ensure long-term maintenance of behavior change.