1% or less: A community-based nutrition campaign

Objective. The authors evaluated the effectiveness of a community education campaign to encourage a switch from high-fat (whole and 2%) milk to milk t o low-fat (1%,1/2%, and skim) milk as a way to reduce consumption of satura ted fat. Methods. Milk sales data were collected from supermarkets in the interventi on and comparison communities for three one-month time periods: at baseline , immediately following the campaign, and six months after the campaign. In addition, trained volunteers conducted pre- and post-intervention telephon e surveys. Results. Overall milk sales increased by 16% in the intervention cities fol lowing the campaign and remained high at follow-up. Low-fat milk's market s hare increased from 18% of overall milk sales at baseline to 41% of overall milk sales in the month following the end of the campaign, an increase in market share that was sustained at the six-month follow-up, in the post-int ervention telephone survey, 38.2% of those respondents who reported drinkin g high-fat milk at baseline reported having switched to low-fat milk. Conclusion. A focused message communicated through paid advertising, pubic relations activities, and community-based education programs increased low- fat and overall milk consumption in one community.