Generic success in Western Australia and other headlines

07/09/2009 09:36:42 AM
Tom Karst

If you have been following the dialogue about the a national generic promotion board for fruits and vegetables, check out this link  (http://www.fvcampaign.org/pdfs/Pollard_2007.pdf) for research looking at the results of a generic program in Western Australia. From the report’s conclusion:

The Go for 2&5_R social marketing campaign was successful in reaching the target audience and achieving thecampaign communication objectives of increasing awareness of the recommended servings of fruit and vegetables, and encouraging increased consumption, particularly of vegetables. Awareness of the recommended intake and self-reported vegetable consumption among Western Australian adults increased significantly and the proportion of adults consuming less than two servings of vegetables declined. The impact of the campaign was greatest amongst male low consumers of fruit and vegetables. The net effect, in terms of population increases in selfreported fruit and vegetable consumption before and  after the intervention, was 0.8 servings (0.2 servings of fruit and 0.6 servings of vegetables, or 75 g). The Go for 2&5_R campaign evaluation shows that well-executed social marketing campaigns are an effective method to increase awareness of dietary recommendations and to motivate dietary behavior change. Results demonstrate the importance of implementing social marketing campaigns over an extended period so that incremental growth in knowledge, intentions and behavior can occur and be maintained.

Also check out this link (http://www.fvcampaign.org/pdfs/Gordon_2006.pdf) for a paper titled  “The effectiveness of social marketing interventions for health improvement: What’s the evidence?” From that paper:

Of the 18 studies that sought to increase fruit and vegetable intake, 10 had a positive overall effect, six had mixed or moderate effects, one had no effect, and one was counterproductive. Of the effective studies, for example, one used an education-based social marketing intervention to produce a mean increase in daily fruit and vegetable consumption of 0.56 servings among low-income women in Maryland, USA.16 Another study reported significant improvements in the fruit and vegetable consumption of primary school children in England and Wales following the implementation of a rewards-based peer modeling intervention.17 Overall, these results provide strong evidence that social marketing can improve fruit and vegetable consumption.


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