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Health Education & Behavior
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Article

Statewide Implementation of the 1% or Less Campaign

Jay Maddock, PhD1*, Christine Maglione, MA1, Jodi D. Barnett, MA1, Cynthia Cabot2, Susan Jackson2, Bill Reger-Nash, EdD3

1 Department of Public Health Sciences and Epidemiology, University of Hawaii at Manoa, Honolulu.
2 Hawaii Department of Health.
3 West Virginia University, Morgantown.

* To whom correspondence should be addressed. E-mail: jmaddock{at}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.

Key Words: nutrition, mass media, behavior change

First published on December 15, 2006, doi:10.1177/1090198106290621

Health Education & Behavior 2007;34:953.

A more recent version of this article appeared on December 1, 2007

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