A Qualitative Study to Understand Stakeholders’ Views About the Fruits & Veggies (FNV) Social Marketing Campaign to Promote Fruit and Vegetable Consumption in the United States

AbstractObjectiveThe Western Australian Health Department’s Go for 2&5® campaign aimed to increase adults’ awareness of the need to eat more fruit and vegetables and encourage increased consumption of one serving over five years.DesignThe multi-strategy fruit and vegetable social marketing campaign, conducted from 2002 to 2005, included mass media advertising (television, radio, press and point-of-sale), public relations events, publications, a website (www.gofor2and5.com), and school and community activities. Campaign development and the evaluation framework were designed using health promotion theory, and assessed values, beliefs, knowledge and behaviour. Two independent telephone surveys evaluated the campaign: the Campaign Tracking Survey interviewed 5032 adults monitoring fruit and vegetable attitudes, beliefs and consumption prior to, during and 12 months after the campaign; and the Health & Wellbeing Surveillance System surveyed 17 993 adults between 2001 and 2006, continuously monitoring consumption.SettingPopulation public health intervention–social marketing campaign in Western Australia, population of 2 010 113 in 2005.SubjectsAdults in the Perth metropolitan area.ResultsThe campaign reached the target audience, increasing awareness of the recommended servings of fruit and vegetables. There was a population net increase of 0.8 in the mean number of servings of fruit and vegetables per day over three years (0.2 for fruit (1.6 in 2002 to 1.8 in 2005) and 0.6 for vegetables (2.6 in 2002 to 3.2 in 2005), significant at P < 0.05).ConclusionSustained, well-executed social marketing is effective in improving nutrition knowledge, attitudes and consumption behaviour. The Go for 2&5® campaign provides guidance to future nutrition promotion through social marketing.

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Fruit and Vegetable Consumption of US Adults by Level of Variety, What We Eat in America, NHANES 2013–2016

Current Developments in Nutrition ◽

10.1093/cdn/nzaa014 ◽

2020 ◽

Vol 4 (3) ◽

Author(s):

M Katherine Hoy ◽

John C Clemens ◽

Carrie L Martin ◽

Alanna J Moshfegh

Keyword(s):

United States ◽

Dietary Intake ◽

Vegetable Consumption ◽

The United States ◽

Fruit And Vegetable Consumption ◽

T Test ◽

Fruit And Vegetable ◽

Nutrient Adequacy ◽

Total Intake ◽

Side Dishes

ABSTRACT Background Dietary guidance encourages consuming a variety of fruit and vegetables (FVs), which has been associated with higher FV intake and nutrient adequacy. Dietary intake of adults in the United States has not been described in the context of variety. Objectives The objective of this study was to describe FV consumption of adults in the United States by level of FV variety. Methods One day of dietary intake data of adults aged ≥20 y (n = 10,064) in What We Eat in America, NHANES 2013–2016 were used. FV variety was the count of foods consumed that contributed to total FV intake. Each FV was counted only once; a mixed dish counted as 1. Variety levels were high (≥5 items, n = 2316); moderate (3–4 items, n = 3423); or low (1–2 items, n = 3746). Differences between each level of variety were compared by t test. Results Among the low, moderate, and high levels, total FV intakes were 1.4, 2.6, and 4.4 cup equivalents (CE), respectively. CE amounts of FVs consumed were 0.3, 0.6, and 1.4 of vegetables excluding potatoes; 0.2, 0.3, and 0.3 of potatoes; 0.3, 0.6, and 1.2 of fruit; and 0.4, 0.4, and 0.5 from mixed dishes, respectively; percentages of each level reporting intake were 34%, 64%, and 89% for vegetables excluding potatoes; 23%, 34%, and 32% for potatoes; 22%, 49%, and 75% for fruit; and 72%, 71%, and 72% for mixed dishes, respectively. Conclusions Those with more variety of FV intake include whole FVs more frequently and in higher amounts. These results support suggestions for encouraging more FVs at snacks and as side dishes and salads at meals to increase total intake.

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You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign

Medicine Access Point of Care ◽

10.1177/23992026211003499 ◽

2021 ◽

Vol 5 ◽

pp. 239920262110034

Author(s):

Beth Sundstrom ◽

Andrea L DeMaria ◽

Merissa Ferrara ◽

Stephanie Meier ◽

Kerri Vyge ◽

...

Keyword(s):

Social Marketing ◽

Survey Design ◽

Full Range ◽

The United States ◽

Student Health Services ◽

Marketing Campaign ◽

Social Marketing Campaign ◽

Campaign Messages ◽

Long Acting ◽

Social Marketing Campaigns

Background: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. Aim: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contraceptive methods among women aged 18–24 years on a southeastern university campus. Methods: Researchers partnered with Choose Well and Student Health Services to design, implement, and evaluate You Have Options, a 10-week multi-media social marketing campaign. The campaign aimed to raise awareness, increase knowledge, and improve access to contraceptive options, including long-acting reversible contraception (LARC) methods among college women. A pretest-posttest web-based survey design measured campaign awareness and recognition, as well as attitudes, subjective norms, and behavior. Results: Participants demonstrated a significant increase in knowledge about intrauterine devices (IUDs) between pretest ( M = 2.66, SD = 1.30) and posttest ( M = 3.06; SD = 1.96); t(671) = −2.60, p < .01). Analysis revealed that frequent exposure to the campaign prompted participants to engage in discussions about LARC with friends ( p < .05). In addition, 20- to 24-year-olds who reported seeing the campaign messages were more likely to seek out information ( p < .01) and adopt a LARC method ( p = .001) than 18- or 19-year-olds who saw the campaign messages. Conclusion: Findings from the study offer practical recommendations for implementing social marketing campaigns aimed at increasing access to LARC and reducing unintended pregnancy.

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