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.
Original language | English (US) |
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Pages (from-to) | 953-963 |
Number of pages | 11 |
Journal | Health Education and Behavior |
Volume | 34 |
Issue number | 6 |
DOIs | |
State | Published - Dec 2007 |
Keywords
- Behavior change
- Mass media
- Nutrition
ASJC Scopus subject areas
- Arts and Humanities (miscellaneous)
- Public Health, Environmental and Occupational Health