The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #67470

Angie Keihner, MS¹, Tanya Garbolino, MBA¹, and Mark Hudes, PhD². (1) Cancer Prevention and Nutrition Section, Public Health Institute, 601 N 7th Street, PO Box 942732, MS-662, Sacramento, CA 94234-7320, (916) 445-7063, akeihner@dhs.ca.gov, (2) Department of Nutritional Sciences, University of California, Berkeley, 1317 Washington Ave, Albany, CA 94706

The California Children’s 5 a Day—Power Play! Campaign (PP!) uses a tested, multi-channel, community-based approach to target 9- to 11-year-old children and their families with the 5 A Day and physical activity (PA) messages. It reaches approximately 200,000 low-income children annually through schools, community youth organizations, farmers’ markets, supermarkets, foodservices/restaurants, and the media. Purpose of the Survey: To collect dietary intake and PA data, as well as track PP! awareness for state-level surveillance of California children. Method: The survey, designed for children aged 9-11, used a demographically balanced market research panel method combining a mail survey with a telephone follow-up. In the spring of 1999, the parent-assisted two-day diet and PA diary was collected by mail from 814 children. The follow-up telephone interview contacted 394 children for key attitude and knowledge information. Results: The response rates for the mail and telephone surveys were 41% and 51% respectively. One in four kids recalled the PP! TV commercials. The PP! commercials were most likely to be recalled by boys, African-American children, and children who reside in low-income households. PP!-aware children were twice as likely to know the recommended fruit and vegetable (FV) intake level and more likely to have reported eating 5 or more servings of FVs (25% vs. 17%). Many kids reported preparing their own breakfast (40%), after-school snack (50%), and evening snack (47%). FV intake was significantly related to who prepared the meals/snacks. Conclusion: Use of the survey findings to enhance the effectiveness of the PP! will be discussed.

Learning Objectives:

At the conclusion of this session, the participant will be able to: (
• Describe a practical survey method for monitoring the eating and exercise practices of school-age children statewide. (
• Evaluate the potential of State surveillance in tracking awareness of the California 5 a Day–Power Play! Campaign. (
• Develop effective fruit and vegetable marketing techniques for children.

Keywords: Nutrition, Marketing

Presenting author's disclosure statement:
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.

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