Statewide implementation of the 1% or Less Campaign. Academic Article uri icon

abstract

  • The 1% or Less Campaign is an effective research-tested program for reducing saturated fat intake by encouraging individuals to switch to low-fat milk. All published studies have been conducted in small communities with mostly White populations. The 6-week intervention included a media campaign, public relations, and taste tests. Campaign effectiveness was measured using sales data and cross-sectional telephone surveys. Survey results showed a significant increase in low-fat milk consumption from 30.2% to 40.8% of milk drinkers (p < .001) with a reduced yet sustained increase at 3 months. This translates to approximately 65,000 people switching to low-fat milk during the campaign with a sustained effect of approximately 32,000 people three months postcampaign. Sales data show an increase of low-fat milk sales from 32.7% to 39.9%. Results are similar to smaller community initiatives, indicating the program is effective in promoting population behavior change but may need booster sessions for sustained effects.

published proceedings

  • Health Educ Behav

author list (cited authors)

  • Maddock, J., Maglione, C., Barnett, J. D., Cabot, C., Jackson, S., & Reger-Nash, B.

citation count

  • 16

complete list of authors

  • Maddock, Jay||Maglione, Christine||Barnett, Jodi D||Cabot, Cynthia||Jackson, Susan||Reger-Nash, Bill

publication date

  • December 2007