Statewide implementation of the 1% or less campaign

Jay Maddock, Christine Maglione, Jodi D. Barnett, Cynthia Cabot, Susan Jackson, Bill Reger-Nash

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)953-963
Number of pages11
JournalHealth Education and Behavior
Issue number6
StatePublished - Dec 2007


  • Behavior change
  • Mass media
  • Nutrition

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Public Health, Environmental and Occupational Health


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