a1 School of Public Health, Curtin University of Technology, GPO Box U1987, Perth, Western Australia 6845, Australia
a2 Department of Health in Western Australia, Perth, Western Australia, Australia
a3 TNS Social Research, Perth, Western Australia, Australia
Objective The Western Australian Health Department’s Go for 2&5® campaign aimed to increase adults’ awareness of the need to eat more fruit and vegetables and encourage increased consumption of one serving over five years.
Design The multi-strategy fruit and vegetable social marketing campaign, conducted from 2002 to 2005, included mass media advertising (television, radio, press and point-of-sale), public relations events, publications, a website (www.gofor2and5.com), and school and community activities. Campaign development and the evaluation framework were designed using health promotion theory, and assessed values, beliefs, knowledge and behaviour. Two independent telephone surveys evaluated the campaign: the Campaign Tracking Survey interviewed 5032 adults monitoring fruit and vegetable attitudes, beliefs and consumption prior to, during and 12 months after the campaign; and the Health & Wellbeing Surveillance System surveyed 17 993 adults between 2001 and 2006, continuously monitoring consumption.
Setting Population public health intervention–social marketing campaign in Western Australia, population of 2 010 113 in 2005.
Subjects Adults in the Perth metropolitan area.
Results The campaign reached the target audience, increasing awareness of the recommended servings of fruit and vegetables. There was a population net increase of 0.8 in the mean number of servings of fruit and vegetables per day over three years (0.2 for fruit (1.6 in 2002 to 1.8 in 2005) and 0.6 for vegetables (2.6 in 2002 to 3.2 in 2005), significant at P < 0.05).
Conclusion Sustained, well-executed social marketing is effective in improving nutrition knowledge, attitudes and consumption behaviour. The Go for 2&5® campaign provides guidance to future nutrition promotion through social marketing.
(Received January 19 2007)
(Accepted May 02 2007)