title: Statewide implementation of the 1% or Less Campaign.
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.
authors.affiliation: Department of Public Health Sciences and Epidemiology, University of Hawaii at Manoa, Honolulu 96822, USA. jmaddock@hawaii.edu
authors.forename: Jay
authors.initials: J
authors.lastname: Maddock
authors.forename: Christine
authors.initials: C
authors.lastname: Maglione
authors.forename: Jodi D
authors.initials: JD
authors.lastname: Barnett
authors.forename: Cynthia
authors.initials: C
authors.lastname: Cabot
authors.forename: Susan
authors.initials: S
authors.lastname: Jackson
authors.forename: Bill
authors.initials: B
authors.lastname: Reger-Nash
mesh_terms: D000328:Adult; D000818:Animals; D003430:Cross-Sectional Studies; D054521:Cultural Competency; D018752:Diet, Fat-Restricted / Q000208:ethnology / Q000706:statistics & numerical data*; D005247:Feeding Behavior; D005260:Female; D006254:Hawaii; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D008402:Mass Media; D008875:Middle Aged; D008892:Milk / Q000145:classification / Q000706:statistics & numerical data*; D015397:Program Evaluation; D040241:Social Marketing