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The Diabetes Educator

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Health Education & Behavior
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Statewide Implementation of the 1% or Less Campaign

Jay Maddock, PhD

Department of Public Health Sciences and Epidemiology, University of Hawaii at Manoa, Honolulu, jmaddock{at}hawaii.edu

Christine Maglione, MA

Department of Public Health Sciences and Epidemiology, University of Hawaii at Manoa, Honolulu

Jodi D. Barnett, MA

Department of Public Health Sciences and Epidemiology, University of Hawaii at Manoa, Honolulu

Cynthia Cabot

Hawaii Department of Health

Susan Jackson

Hawaii Department of Health

Bill Reger-Nash, EdD

West Virginia University, Morgantown

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.

Key Words: nutrition • mass media • behavior change

This version was published on December 1, 2007

Health Education & Behavior, Vol. 34, No. 6, 953-963 (2007)
DOI: 10.1177/1090198106290621
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