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1% or less: a community-based nutrition campaign
B Reger1, M G Wootan, S Booth-Butterfield
1Department of Community Medicine, West Virginia University, Morgantown, USA.
Public Health Reports (Washington, D.C. : 1974)
|December 16, 1998
Summary
A community education campaign successfully encouraged consumers to switch to low-fat milk, increasing its market share and overall milk consumption. This dietary shift effectively reduced saturated fat intake.
Area of Science:
- Public Health Nutrition
- Health Behavior Change
- Dietary Interventions
Background:
- High saturated fat intake is linked to adverse health outcomes.
- Reducing saturated fat consumption is a key public health goal.
- Milk consumption patterns significantly contribute to dietary saturated fat intake.
Purpose of the Study:
- To assess the efficacy of a community education campaign promoting a transition from high-fat to low-fat milk.
- To evaluate the campaign's impact on saturated fat reduction strategies.
- To measure changes in milk consumption behaviors and sales.
Main Methods:
- Utilized milk sales data from intervention and comparison communities over three time points (baseline, immediate post-campaign, 6-month follow-up).
- Conducted pre- and post-intervention telephone surveys with trained volunteers.
- Employed a multi-faceted campaign including paid advertising, public relations, and community education.
Main Results:
- Overall milk sales rose by 16% in intervention communities, a sustained effect at follow-up.
- Low-fat milk's market share surged from 18% to 41% post-campaign, maintaining this increase at six months.
- 38.2% of high-fat milk drinkers surveyed reported switching to low-fat milk after the intervention.
Conclusions:
- A targeted educational campaign effectively increased low-fat and overall milk consumption.
- Community-based interventions can successfully modify dietary habits for public health benefits.
- The campaign demonstrated a sustainable shift towards healthier milk choices.