23 pages., via online journal., This article presents a case study of two effective interventions promoting 1% low-fat milk consumption. Developed after extensive formative research and use of the 4Ps marketing mix, the first intervention in 2012, 1% Low-Fat Milk Has Perks!, was a multilevel intervention implemented in the Oklahoma City media market (OKCMM), which covers most of the western portion of the state of Oklahoma. The program evaluation was based on a quasi-experimental comparison-group design that compared milk sales in the OKCMM with the Tulsa media market (TMM) supplemented by a pre- and post-intervention telephone survey of Supplemental Nutrition Assistance Program recipients. The program evaluation revealed that 1% milk sales significantly increased 15% from before to after the intervention ended in the OKCMM compared to a smaller increase in the TMM. In 2014, the second intervention, Choose 1% Milk: A Healthy Family Choice, was implemented statewide using three experimental conditions. The intervention resulted in a 42.9% statewide increase in 1% milk sales from before to after the intervention ended. In this article, we describe the use of the marketing mix in the planning, implementation, and summative evaluation of both interventions, including strategic decisions that provide insight into efforts to influence behavior at the population level.
Taylor, Carl (author), Symon, Elizabeth B. (author), Dabbs, Amy (author), Way, Alexander (author), Thompson, Olivia M. (author), and Center for Livable Communities
Format:
Journal article
Publication Date:
2017-04
Published:
United States: American Society for Horticultural Science
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 16 Document Number: D10447
7 pages., Via online journal., South Carolina public schools consistently rank low in academic performance. In addition, 39% of elementary, 40% of middle, and 30% of high school students within the state are classified as overweight or obese. School garden-based learning (GBL) is a low-cost and high-impact initiative that addresses both poor academic performance and childhood obesity. This study examined how school-based gardens, as part of a pilot farm-to-school (FtS) initiative, are administered and used within academic and cafeteria meal programs. An online survey was developed and sent to 102 educators who previously completed an online training course entitled School Gardening for South Carolina Educators during the 2012–15 academic school years. Data were collected from 37 educators (36% response rate). Survey results indicate that the majority of these educators, although they completed the training course, were unaware that their garden was a component of an FtS program. Moreover, gardens were not integrated with school-wide programs, especially in the cafeteria: most gardens did not contribute food to the cafeteria and meals offered most often did not align with plants learned about in the gardens. Successes of the pilot program were that the majority of educators started and maintained their garden for over 1 year and they were able to use their gardens during the day for academic instruction in multiple disciplines, including math, science, and nutrition.
9 pages., Online via publisher., An adapted health-branding framework guided the 3-step mixed-methods approach to identify evidence for campaigns using a scoping review, comprehensive literature review (1990-2016), and key-informant interviews. Results showed that industry, government, and non-governmental organizations supported 13 campaigns that used various health-branding strategies.
