Statewide Implementation of the 1% or Less Campaign

The 1% or Less Campaign is an effective research-tested program for reducing saturated fat intake by encouraging individuals to switch to low-fat milk. All published studies have been conducted in small communities with mostly White populations. The 6-week intervention included a media campaign, pub...

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Bibliographic Details
Published in:	Health education & behavior Vol. 34; no. 6; pp. 953 - 963
Main Authors:	Maddock, Jay, Maglione, Christine, Barnett, Jodi D., Cabot, Cynthia, Jackson, Susan, Reger-Nash, Bill
Format:	Journal Article
Language:	English
Published:	Los Angeles, CA Sage Publications 01-12-2007 SAGE Publications Sage SAGE PUBLICATIONS, INC
Subjects:	Adult Advertising campaigns Animals Behavior Change Behavior Modification Biological and medical sciences Case Studies Cross-Sectional Studies Cultural Competency Diet, Fat-Restricted - ethnology Diet, Fat-Restricted - utilization Eating Habits Feeding Behavior Female Hawaii Health Knowledge, Attitudes, Practice Health Promotion Health Promotion - methods Humans Intervention Low fat milk Male Marketing Mass Media Medical sciences Metabolic diseases Middle Aged Milk Milk - classification Milk - statistics & numerical data Miscellaneous Nutrition Nutrition programmes Program Effectiveness Program Evaluation Public health Public health. Hygiene Public health. Hygiene-occupational medicine Public Relations REGULAR ARTICLES Social Marketing Telephone Surveys mass media behavior change nutrition Behavior change Mass media Nutrition Implementation Public health Feeding
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Summary:	The 1% or Less Campaign is an effective research-tested program for reducing saturated fat intake by encouraging individuals to switch to low-fat milk. All published studies have been conducted in small communities with mostly White populations. The 6-week intervention included a media campaign, public relations, and taste tests. Campaign effectiveness was measured using sales data and cross-sectional telephone surveys. Survey results showed a significant increase in low-fat milk consumption from 30.2% to 40.8% of milk drinkers (p < .001) with a reduced yet sustained increase at 3 months. This translates to approximately 65,000 people switching to low-fat milk during the campaign with a sustained effect of approximately 32,000 people three months postcampaign. Sales data show an increase of low-fat milk sales from 32.7% to 39.9%. Results are similar to smaller community initiatives, indicating the program is effective in promoting population behavior change but may need booster sessions for sustained effects.
Bibliography:	ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 23
ISSN:	1090-1981 1552-6127
DOI:	10.1177/1090198106290621