Reger B, Wootan M G, Booth-Butterfield S, Smith H
Department of Community Medicine, West Virginia University, Morgantown, USA.
Public Health Rep. 1998 Sep-Oct;113(5):410-9.
The authors evaluated the effectiveness of a community education campaign to encourage a switch from high-fat (whole and 2%) milk to low-fat (1%, 1/2%, and skim) milk as a way to reduce consumption of saturated fat.
Milk sales data were collected from supermarkets in the intervention and comparison communities for three one-month time periods: at baseline, immediately following the campaign, and six months after the campaign. In addition, trained volunteers conducted pre- and post-intervention telephone surveys.
Overall milk sales increased by 16% in the intervention cities following the campaign and remained high at follow-up. Low-fat milk's market share increased from 18% of overall milk sales at baseline to 41% of overall milk sales in the month following the end of the campaign, an increase in market share that was sustained at the six-month follow-up. In the post-intervention telephone survey, 38.2% of those respondents who reported drinking high-fat milk at baseline reported having switched to low-fat milk.
A focused message communicated through paid advertising, public relations activities, and community-based education programs increased low-fat and overall milk consumption in one community.
作者评估了一项社区教育活动的效果，该活动旨在鼓励人们从高脂（全脂和2%脂肪含量）牛奶转向低脂（1%、0.5%和脱脂）牛奶，以此减少饱和脂肪的摄入量。
在三个为期一个月的时间段内收集干预社区和对照社区超市的牛奶销售数据：基线期、活动结束后立即收集以及活动结束六个月后收集。此外，训练有素的志愿者进行了干预前后的电话调查。
活动结束后，干预城市的总体牛奶销量增长了16%，且在随访时仍保持高位。低脂牛奶的市场份额从基线期占总体牛奶销量的18%增至活动结束后当月占总体牛奶销量的41%，这一市场份额的增长在六个月随访时持续保持。在干预后的电话调查中，38.2%在基线期报告饮用高脂牛奶的受访者表示已转向饮用低脂牛奶。
通过付费广告、公关活动和社区教育项目传达的重点信息增加了一个社区中低脂牛奶和总体牛奶的消费量。
