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Title: Increased exposure to community-based education and 'below the line' social marketing results in increased fruit and vegetable consumption
Authors: Glasson C; Chapman K; Wilson T; Gander K; Hughes C; Hudson N; James E
Categories: Prevention - Complementary and Alternative Prevention Approaches
Keywords: Adult; Fruit; Health Behavior; Health Education; Health Knowledge,Attitudes,Practice; Health Promotion; Humans; Interviews as Topic; Male; Marketing; Mass Media; Australia; Mental Recall; methods; Middle Aged; New South Wales; Parents; Program Evaluation; Questionnaires; Residence Characteristics; Serving Size; Social Marketing; Child; standards; Vegetables; Young Adult; Child,Preschool; Cross-Sectional Studies; Diet; Energy Intake; Female; Food Habits
Year: 2012
Journal Title: Public Health Nutrition
Volume: 16
Issue: 11
Page number start: 1961
Page number end: 1970
Abstract: OBJECTIVE: To determine if localised programmes that are successful in engaging the community can add value to larger fruit and vegetable mass-media campaigns by evaluating the results of the Eat It To Beat It programme. DESIGN: The Eat It To Beat It programme is a multi-strategy intervention that uses community-based education and 'below the line' social marketing to increase fruit and vegetable consumption in parents. This programme was evaluated by a controlled before-and-after study with repeat cross-sectional data collected via computer-assisted telephone interviews with 1403 parents before the intervention (2008) and 1401 following intervention delivery (2011). SETTING: The intervention area was the Hunter region and the control area was the New England region of New South Wales, Australia. SUBJECTS: Parents of primary school-aged children (Kindergarten to Year 6). RESULTS: The programme achieved improvements in knowledge of recommended intakes for fruit and vegetables and some positive changes in knowledge of serving size for vegetables. Exposure to the programme resulted in a net increase of 0.5 servings of fruit and vegetables daily for those who recalled the programme compared with those who did not (P = 0.004). Increased intake of fruit and vegetables was significantly associated with increasing exposure to programme strategies. CONCLUSIONS: The Eat It To Beat It programme demonstrates that an increase in consumption of fruit and vegetables can be achieved by programmes that build on the successes of larger mass-media and social-marketing campaigns.This suggests that funding for localised, community-based programmes should be increased
Division: Cancer Research Division
DOI: 10.1017/S1368980013001614
Appears in Collections:Research Articles

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