Elsevier

Preventive Medicine

Volume 27, Issue 4, July 1998, Pages 572-582
Preventive Medicine

Regular Article
Public Reaction to Victoria's “2 Fruit ‘n’ 5 Veg Every Day” Campaign and Reported Consumption of Fruit and Vegetables,☆☆

https://doi.org/10.1006/pmed.1998.0328Get rights and content

Abstract

Background. The Victorian “2 Fruit ‘n’ 5 Veg Every Day” campaign was aimed at increasing awareness of the need to eat more fruit and vegetables and encouraging increased consumption of these foods in the Australian state of Victoria. The demand-side component of the campaign, which had television advertising as a centerpiece, ran from 1992 to 1995.

Methods. Annual postcampaign telephone surveys of approximately 500 Victorians ages 20 and over were conducted with the aim of examining public awareness of the campaign, beliefs about desirable eating habits for fruit and vegetables, and reported consumption of these foods.

Results. Over the years, patterns in the level of public awareness, reported consumption, and beliefs about appropriate levels of consumption have tended to parallel changes in the level of mass media investment. During the campaign's most intense period of promotional activity, significant increases in all of these variables occurred.

Conclusions. The results suggest that significant achievements can be made with relatively small-budget mass media promotion of dietary recommendations, especially when part of a more comprehensive program. However, campaigns may need to be adequately resourced for several years if sustained change is to be achieved.

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    The conduct of the Victorian “2 Fruit ‘n’ 5 Veg Every Day” campaign and associated research and evaluation were funded by the Victorian Health Promotion Foundation and the Melbourne Wholesale Fruit and Vegetable Market Trust.

    ☆☆

    Worsley, A

    2

    To whom correspondence and reprint requests should be addressed at the Centre for Behavioural Research in Cancer, Anti-Cancer Council of Victoria, 1 Rathdowne Street, Carlton South, Victoria 3053, Australia. Fax: (03) 9279 1250. E-mail:helend;@accv.org.au.

    3

    Now with Health Strategies, Deakin University.

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