Harlem Fruit Project: A proposal for a pilot campaign to increase fruit and vegetable consumption among adolescents in New York City's Harlem neighborhoods

Background: The Harlem neighborhoods of New York City have been identified as having the highest percentage of residents who do not consume the recommended amount of fruits or vegetables. There are only two supermarkets per 10,000 people, compared to 24 fast-food restaurants per 10,000 people. Theoretical Basis: The Harlem Fruit Project uses a Socio-Ecological Model that embraces a Counter-Marketing Strategy, making use of both Branding Theory and Diffusion of Innovations Theory. Objectives: To increase the intake of fruit and vegetable consumption among adolescents, defined as 13-18 years of age, in the Harlem neighborhoods of New York City by 1) Making healthy eating appealing; 2) Empowering youth to implement change in their neighborhood food environment; 3) Increasing knowledge of necessity for fruit and vegetable consumption; and 4) Increasing access to fresh fruits and vegetables. Intervention: Using the five P's of social marketing, the campaign components will include 1) poster campaign; 2) a fruit truck that will sell fruit and distribute products and information; 3) a website where adolescents can receive further information on nutritional eating, participation in the campaign, and the fruit truck route; 4) the Harlem Fruit Project Challenge, where youth can keep track of consumption of fruits and vegetables and will provide a forum for youth organizing and collaboration; 5) radio public service announcements; and 6) press releases.