Swipe! $ave! Win! Incentivizing healthy eating out among adolescents with the Smart Bites card

The prevalence of youth overweight in Kentucky is among highest in the nation. Findings from a 2008 survey of more than 6000 middle and high school students in south-central Kentucky revealed that close to 60% of respondents purchased food outside of school at least five times per week. Nearly 80% reported eating a meal or snack at a fast food restaurant at least once per week. The Smart Bites program was designed to encourage middle and high school students to make healthier food choices while eating out. During the developmental phase of the project, menus from restaurants commonly frequented by youth were analyzed to identify healthy selections. This information was compiled into an educational booklet and web site; point-of-purchase materials were also developed and distributed to the participating restaurants. During the implementation phase, students electing to sign up for the program were provided with a magnetized card that was “swiped” when choosing these healthy menu selections at participating restaurants. Vendor-provided discounts were given for each card swipe; additionally, card users were entered into a monthly prize lottery at their respective schools. Selected process and impact evaluation results s from this pilot project, funded through the Institutes of Medicine, will be presented as well as lessons learned during the developmental and implementation phases of the project.