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Health Educ Behav. 2007 Dec;34(6):953-63. Epub 2006 Dec 15.

Statewide implementation of the 1% or Less Campaign.

Author information

1
Department of Public Health Sciences and Epidemiology, University of Hawaii at Manoa, Honolulu 96822, USA. jmaddock@hawaii.edu

Abstract

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.

PMID:
17200101
DOI:
10.1177/1090198106290621
[Indexed for MEDLINE]
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