The 130th Annual Meeting of APHA

Abstract #39971

Penny Pence Smith, PhD, Medical Marketing Management, P.O. Box 3579, Chapel Hill, NC 27515-3579, (919) 933-5420, medmarman@mindspring.com and Joyce Counihan, North Carolina Nutrition Network, 108 S. Anderson St., Morganton, NC 18655-3804.

Four North Carolina state agencies have partnered with television stations, and supermarket chains to raise awareness among women about the health benefits of eating daily five servings of fruits and vegetables, and getting 30 minutes of physical activity five days a week.

The NC Strive for 5 Challenge is a health communication campaign co-sponsored by the state’s Department of Public Health, Nutrition Network, Governor’s Council on Physical Fitness and Health, and Cooperative Extension.

Following a market test in the Charlotte-Mecklenburg DMA, 2002’s campaign targets 62 counties. North Carolina is currently ranked 46th in the US in fruit and vegetable consumption, 44th in physical activity participation, and has unusually high instances of cardiovascular disease and stroke (poor nutrition and lack of physical activity are risk factors).

In 2001’s market test, 6 TV weekly news segments on partner Fox 18 TV promoted Strive for 5’s desired behaviors. Eighty-seven Winn Dixie supermarket outlets conducted in-store promotions. Keebler, Reynolds Aluminum, Department of Agriculture and Kellogs co-sponsored segments.

Pre and post campaign surveys showed increased fruit and vegetable consumption, physical activity participation and consumer knowledge. Winn Dixie sales data, analyzed for produce categories and compared to those from previous years, showed increased purchase volume.

Learning Objectives:

The participants will
• Learn how a partnership of NC nutrition-based agencies partnered to fund a targeted educational campaign in each of four regional markets,
• How retail and media partnershps were solicited and won,
• How pre and post intercept surveys were used to test response to the campaign.

Keywords: Nutrition, Health Communications

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Winn Dixie supermarkets, NC Fox 18 television, Charlotte, NC
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.