Cut the fat: 1% or less campaign

Abstract

Introduction. Obesity is the leading contributor to the progression of chronic disease and cardiovascular disease is the number one killer of American men and women. Objective. To evaluate the effectiveness of the a community-wide education campaign to encourage consumers to switch from high fat (2% and whole) milk to low fat (skim and 1%) milk as a way to reduce consumption of saturated fat. Design. The campaign was advertised through poster displays, news releases, and newspaper ads. Taste-tests were conducted during weeks 3 and 4 of the campaign. Telephone surveys were conducted during the 3-week follow-up period. Milk sales were collected weekly. Time periods were the 1-week baseline, the 6-week intervention, and the 1-week follow-up. Subject/Settings. The campaign was held in Dunn and Pepin County in Wisconsin. Milk sales were collected from 17 area supermarket and convenience stores participating in the campaign. During the campaign, 223 taste-tests were conducted at WIC clinics in Dunn and Pepin County and a supermarket and convenience store in Dunn County. During the follow-up week, 310 telephone surveys were conducted in the largest town in Dunn County. Intervention. Campaign posters were displayed in supermarkets and convenience stores participating in the campaign and specialty stores’ front windows. Newspaper ads were placed in local newspapers and news releases were aired on the public radio stations of Dunn and Pepin County. The nutrition message emphasized switching to low fat milk to decrease the consumption of saturated fat, therefore decreasing a person’s risk for developing heart disease. Main Outcome Measures. Weekly milk sales of whole, 2%, 1% and skim milk from participating stores. Statistical Analyses Performed. A repeated-measures ANOVA was performed to compare the milk sales during weeks 1, 6, and 10. Results. Of the 223 taste-tests participants 80% agreed to switch to or continue drinking low fat milk and 72% knew 2% milk was considered high fat milk. Of the 310 telephone survey participants, 45% reported drinking skim milk and 71% knew 2% milk was considered high fat milk. Market share of low fat milk did not change significantly from the beginning of the campaign to the end of the campaign or at follow-up. Market share of low fat milk was 43% at the beginning of the campaign, 44% during week four, 41% at the end of the campaign and 43% by follow-up. Market share of high fat milk was 57% at the beginning of the campaign, 56% during week four, 59% at the end of the campaign and 57% by follow-up. Overall milk sales were highest during weeks four and five. Through the taste-tests and telephone surveys, 173 consumers were exposed to the campaign to switch to low fat milk. Conclusion. Providing community-wide nutritional education programs needs the support of local, state, and federal funding to be successful, to provide wide media exposure and the involvement of an array of community groups from schools to hospitals to community organizations.