Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #117918

Susan B. Foerster, MPH, RD¹, Desiree Backman, DrPH, MS², D. Ginsburg, MPH³, Sharon Sugerman, MS, RD, FADA², Sara N. Cook, MPH, CHES², and Carole Pirruccello, MPH, RD, CLE³. (1) Cancer Prevention and Nutrition Section, California Department of Health Services, 1616 Capitol Avenue, Suite 74.516, MS 7204, P.O. Box 997413, Sacramento, CA 95899-7413, (916)449-5395, SFoerste@dhs.ca.gov, (2) Cancer Prevention and Nutrition Section, Public Health Institute, 1616 Capiol Avenue, MS 7204, PO Box 997413, MS 7204, Sacramento, CA 95899-7413, (3) California Department of Health Services, Cancer Prevention and Nutrition Section, PO Box 9997413, MS 7204, 1616 Capitol Avenue, MS 7204, Sacramento, CA 95899-7413

Statewide Campaign Appears to Raise Fruit and Vegetable Consumption in Low-Income Adults

New national dietary policy calls for a near-doubling of fruit and vegetable (f/v) consumption to help reverse the obesity epidemic and control other chronic diseases, but nationwide per capita eatings of vegetables and fruit decreased 16% and 5%, respectively, between 1990 and 2003. The California Nutrition Network for Healthy, Active Families is a large-scale, multi-level social marketing campaign launched in 1998. It combines education, promotion, and policy interventions delivered through media, public relations, and community approaches to reach a low-income population of Food Stamp and similar low-income persons that totals nearly 7 million persons.

We found that between 1997 and 2003, the highest income adults continued to eat the most f/v, but the greatest improvement was reported in the lowest income groups—the groups targeted by the Network—while consumption dropped in mid-income adults. Changes corresponded with public opinion trends about the need to eat 5 daily servings and with the increased reach of the Network that, by 2004, generated nearly 900 million impressions with low-income audiences. Positive results with populations having the fewest resources provide evidence that similar nationwide campaigns could reverse trends toward unhealthy eating, help eliminate disparities, and yield significant public health gains within five years.

This presentation will discuss the mix of interventions and innovations that show traction with policy makers, communities, and interventionists.

Learning Objectives:

• Describe mix and dosage of campaign interventions.
• Compare and contrast trends among population segments.
• Discuss most promising, evidence-based approaches.

Keywords: Nutrition, Social Marketing

Related Web page: www.ca5aday.com

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.

Recorded presentation