Public reaction to Victoria's "2 Fruit 'n' 5 Veg Every Day" campaign and reported consumption of fruit and vegetables.
BACKGROUND
The Victorian "2 Fruit 'n' 5 Veg Every Day" campaign was aimed at increasing awareness of the need to eat more fruit and vegetables and encouraging increased consumption of these foods in the Australian state of Victoria. The demand-side component of the campaign, which had television advertising as a centerpiece, ran from 1992 to 1995.


METHODS
Annual postcampaign telephone surveys of approximately 500 Victorians ages 20 and over were conducted with the aim of examining public awareness of the campaign, beliefs about desirable eating habits for fruit and vegetables, and reported consumption of these foods.


RESULTS
Over the years, patterns in the level of public awareness, reported consumption, and beliefs about appropriate levels of consumption have tended to parallel changes in the level of mass media investment. During the campaign's most intense period of promotional activity, significant increases in all of these variables occurred.


CONCLUSIONS
The results suggest that significant achievements can be made with relatively small-budget mass media promotion of dietary recommendations, especially when part of a more comprehensive program. However, campaigns may need to be adequately resourced for several years if sustained change is to be achieved.
Dixon
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Centre for Behavioral Research in Cancer, Anti-Cancer Council of Victoria, Melbourne, Australia. helend@accv.org.au
Borland
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Segan
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Stafford
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Sindall
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D000328:Adult; D000329:Advertising / Q000639:trends; D005247:Feeding Behavior; D005260:Female; D005638:Fruit; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000639:trends*; D006801:Humans; D008297:Male; D008875:Middle Aged; D009749:Nutrition Surveys; D052756:Nutritional Sciences / Q000193:education*; D015397:Program Evaluation; D014675:Vegetables; D014739:Victoria