Paint your plate: effectiveness of a point-of-purchase display.
OBJECTIVE
This study was conducted to determine consumer understanding and retention of nutrition information presented at grocery stores during the Paint Your Plate campaign via two approaches: interactive display events and brochure distribution.


METHODS
Data were collected at 17 grocery stores in northern Ontario. Eleven stores held interactive display events with public health staff, a display, resources, and food samples. Six stores only distributed brochures. A total of 688 participants completed a baseline questionnaire, and 432 consented to a three-month follow-up telephone call. Of these, 201 were randomly selected to participate.


RESULTS
Participants at interactive display events were six times more likely than participants receiving brochures to identify a serving size of fruit and vegetables (odds ratio [OR]=5.88; 95% confidence interval [CI]: 4.05, 8.54) and 23 times more likely to identify the recommended number of servings of fruit and vegetables (OR=22.67; 95% CI: 14.29, 35.98). However, at follow-up, there was no significant difference between type of event and the ability to answer correctly.


CONCLUSIONS
Interactive displays increased immediate knowledge but failed to increase retention, a finding that suggests consistent presence of the message is needed to reinforce initial understanding and retention. More emphasis should be placed on directing funding toward increasing the frequency and duration of promotional efforts.
Colapinto
Cynthia K
CK
Sudbury & District Health Unit, Sudbury, ON, Canada.
Malaviarachchi
Darshaka
D
D000293:Adolescent; D000328:Adult; D003256:Community Participation; D016001:Confidence Intervals; D004032:Diet; D005260:Female; D005500:Follow-Up Studies; D005638:Fruit; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods* / Q000458:organization & administration; D006801:Humans; D008297:Male; D008875:Middle Aged; D018673:Nutrition Policy; D016017:Odds Ratio; D009864:Ontario; D040241:Social Marketing; D011795:Surveys and Questionnaires; D013997:Time Factors; D014675:Vegetables; D055815:Young Adult