Adapting a 1% or less milk campaign for a Hispanic/Latino population: the Adelante Con Leche Semi-descremada 1% experience.
OBJECTIVE
Describe and evaluate a media campaign to encourage 1% or nonfat milk consumption.


METHODS
Uncontrolled pre/post test.


METHODS
One largely rural (Santa Paula) and one urban (East Los Angeles) California community.


METHODS
Community residents and milk vendors in primarily low-income Latino/Hispanic communities.


METHODS
The "1% or Less" milk campaign, which promotes substitution of 2% fat or whole milk with 1% or less fat milk was adapted and implemented.


METHODS
Comparison of post-campaign milk sales with pre-campaign sales.


METHODS
Chi-square tests of independence used to compare precampaign and postcampaign sales.


RESULTS
There were decreases in the proportion of whole milk sold and increases in the proportion of reduced-fat, low-fat, and nonfat milk sold in the weeks following each campaign (Santa Paula: p = .0165; East Los Angeles: p < .0001). However, follow-up data from East Los Angeles suggest that these changes were not sustained. The proportions of the different units of milk sold also changed in the weeks following each campaign (p < .0001). Sales of whole milk gallon units decreased from 36.3% to 28.4% in Santa Paula, and from 43.5% to 10.2% in East Los Angeles.


CONCLUSIONS
Highly focused campaigns to promote substitution of high-fat milk with low-fat or nonfat milk can show dramatic initial changes in sales patterns. However, whether such campaigns can have a sustained impact in largely Latino/Hispanic communities is not evident.
Hinkle
Arnell J
AJ
California Adolescent Nutrition and Fitness Program, Berkeley, California, USA.
Mistry
Ritesh
R
McCarthy
William J
WJ
Yancey
Antronette K
AK
D000818:Animals; D002140:California; D003153:Community Health Services; D005247:Feeding Behavior; D006293:Health Promotion; D006630:Hispanic or Latino; D006801:Humans; D015141:Los Angeles; D008892:Milk; D009752:Nutritional Status; D040241:Social Marketing; D013997:Time Factors; D014481:United States