A social marketing campaign to promote low-fat milk consumption in an inner-city Latino community.
Advanced Search
Select up to three search categories and corresponding keywords using the fields to the right. Refer to the Help section for more detailed instructions.

Search our Collections & Repository

For very narrow results

When looking for a specific result

Best used for discovery & interchangable words

Recommended to be used in conjunction with other fields

Dates

to

Document Data
Library
People
Clear All
Clear All

For additional assistance using the Custom Query please check out our Help Page

CDC STACKS serves as an archival repository of CDC-published products including scientific findings, journal articles, guidelines, recommendations, or other public health information authored or co-authored by CDC or funded partners. As a repository, CDC STACKS retains documents in their original published format to ensure public access to scientific information.
i

A social marketing campaign to promote low-fat milk consumption in an inner-city Latino community.

Filetype[PDF-1.61 MB]


English
Details Related Documents You May Also Like

Details:

  • Alternative Title:
    Public Health Rep
  • Personal Author:
  • Description:
    The authors proposed the Lowfat Milk Campaign, a multifaceted social marketing campaign to promote the use of low-fat milk in the Washington Heights-Inwood neighborhood of New York City, a low-income, inner-city, Latino community. The campaign was designed for implementation by the Washington Heights-Inwood Health Heart Program, a community-based cardiovascular disease prevention agency. The first phase of the campaign began in November 1990. A followup phase for the period 1991-92 is in progress. The campaign focuses on a clear, relatively easily accomplished behavioral change, a switch by consumers of whole milk to low-fat milk, which may significantly reduce the fat consumption of persons in such a population, particularly children. The campaign strategy featured a mix of traditional health education methods, intensive local information media publicity, and innovative marketing techniques. In addition to increasing consumer demand for low-fat milk, the campaign successfully promoted institutional changes that are expected to facilitate healthy dietary choices in the future by members of the study population. Schools and other institutions that serve milk have been persuaded to begin offering low-fat milk in addition to, or instead of, whole milk. An essential component of campaign strategy was building support from key community organizations and leaders. Significant assistance was provided by the local school district, parents associations, churches, newspapers, radio stations, fraternal organizations, and a coalition of child care agencies. The campaign demonstrates a cost effective and culturally sensitive approach to promoting important cardiovascular health behavior changes by an underserved population.
  • Subjects:
  • Source:
    Public Health Rep. 107(2):202-207
  • Pubmed ID:
    1561304
  • Pubmed Central ID:
    PMCnull
  • Document Type:
    Journal Article
  • Place as Subject:
    New York City, NY
  • Volume:
    107
  • Issue:
    2
  • Collection(s):
  • Main Document Checksum:
  • Download URL:
  • File Type:

Supporting Files

  • No Additional Files
More +

Related Documents

You May Also Like

Checkout today's featured content at stacks.cdc.gov