Nutrition communication program: a direct mail approach.

A nutrition communication model (7) provided the framework for developing and evaluating a mass communication program for families with young children. A three-way interactive communication system via direct mail combined some of the attributes of interpersonal communication with the efficiency of mass-mediated communication. This interaction within the family and between the family and the nutrition communicator was expected to enhance the probability of improvement in nutritional knowledge, attitudes, and practices. The nutrition program took a holistic approach in order to develop an understanding of basic concepts important for making decisions about diet and food selection. Results from audience lists showed that the communication strategy led to desired interaction, particularly within the family reference group. Family discussion occurred frequently, and the amount of feedback was moderate. Attention paid to the messages was good for fathers and very good for mothers. As measured two weeks after program completion, nutrition knowledge increased significantly, and six of nine measured behaviors changed in the desired direction. In addition, one-third to one-half of the participants reported specific changes in food practices. The nutrition communication program was generally effective. The evidence of behavioral changes shows that it is possible to influence food practices with a mass communication program. These results support the belief that the limited effects of mass-mediated programs have been due at least in part to the way the channel has traditionally been used.