nave you ever eaten th|s food? What do you th|nk about th|s food?

a
Waterme|on
N
No

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I do not
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S
Social Marketing: mpact on Elementary School Students' Consumption
of Salad Bar tems
WHITNLY }. MLROLA, KATIL I. KAVANACH, MARSHA L. SILNCL
DLIARTMLNT OI NUTRITION, THL UNIVLRSITY OI TLNNLSSLL, KNOXVILLL
EAcKcRcLrL ArL GlcrlllcArcL
WlLh Lhe lncreaseln Lhe prevalence of overwelghL and obese chlldren and
adolescenLs ln Lhe lasL 3 decades lL ls vlLal Lo Lap lnLo resources LhaL have
Lhe ablllLy Lo reach Lhe ma[orlLy of youLh and lmplemenL behavlor
changlng lnLervenLlons
(12)
1hls can be accompllshed by uLlllzlng Lhe
school envlronmenL Lo promoLe healLhful eaLlng and physlcal acLlvlLy
MulLlple sLudles have lmplemenLed lnLervenLlons or programs LhaL
focused Lhelr efforLs on lncreaslng l and v lnLake
(37)
SLudles LhaL used
Lhe school envlronmenL Lo promoLe l and v consumpLlon uslng soclal
markeLlng Lechnlques proved Lo be effecLlve ln lncreaslng Lhe
consumpLlon and selecLlon of Lhese lLems
(811)
Powever few sLudles have
ob[ecLlvely evaluaLed Lhe use of soclal markeLlng Lechnlques Lo lmprove
selecLlon and consumpLlon of frulLs and vegeLables
(1011)
8esearch shows
LhaL sLudles have been successful ln lncreaslng l and v consumpLlon
among sLudenLs parLlclpaLlng ln Lhelr sLudles and evaluaLlng soclal
markeLlng campalgns ln Lhe mlddle and hlgh school populaLlons AlLhough
Lhe use of soclal markeLlng as a means Lo lncrease l and v consumpLlon
has been successful ln mlddle and hlgh schools Lhere ls a lack of research
on Lhe evaluaLlon of SMC lmplemenLaLlon ln an elemenLary school seLLlng
-89RAc9 O7OO
Cb[ecLlve 1o evaluaLeLhel mpacL of a soclal markeLlngcampalgn (SMC) on 3rd3Lh graders'
sel ecLlon andconsumpLlonof saladbar foodl Lems MeLhods 1hls sLudy was a quasl
experl menLal deslgnwl Lhconvenlencesample l aLewasLemeasuremenLs of salad bar Lrays were
col lecLed ln Lhel nLervenLlon school LhroughouL Lheschool year onemeasuremenL polnL served
as a pl loL laLewasLedaLaand phoLographs werecollecLed Lo deLermlneLhesel ecLlon and
consumpLlonof saladbar food l Lems beforeandafLer LheSMC l mplemenLaLlon AvalldaLed frulL
(l) and vegeLable(v) survey was admlnlsLered Lo parLlclpanLs Lo assess l andvexposure l lklng
and preference 8esulLs 1herewereno slgnlflcanL dlfferences l nl lklngof preferencefor or
havl ng ever Lrled ls andvs pre and posLSMC Powever Lherewas a slgnlflcanL decreaseln plaLe
wasLe(p0040) 1herewereno l nLeracLlons by gradel evel Concluslon 8esulLs l ndlcaLeLhaL
Lhough l l klngof preferencefor or exposureLo ls and vs may noL havebeen l mpacLed by Lhe
SMC acLual consumpLlonof ls and vs appeared Lo l ncrease 1hls mayl ndlcaLeLhaL prevlously
faml llar l lked and/or preferred ls and vs wereconsumedl na hlgher amounL as a resulL of Lhe
SMC 1hel mpacL of LheSMC on l nLakeof ls andvs wheLher famlllar or novel merlLs furLher
l nvesLlgaLlon
C-Lc9lVL8
1)1o evaluaLe sLudenLs' exposure Lo and llklng for frulLs and vegeLables
and preferences for l and v snacks
2)1o assess selecLlon and consumpLlon of salad bar lLems of a sample of
3
rd
Lo 3
Lh
grade sLudenLs' pre and posL lmplemenLaLlon of Lhe SMC
rogram no # 78128
L9cL8
ub[ects A convenlence sample of 3
rd
3
Lh
grade sLudenLs aL 2 schools ln
a rural school dlsLrlcL ln LasL 1ennessee
1reatment Groups 1wo schools wlLh slmllar demography served as Lhe
lnLervenLlon (SMC) and comparlson school (no SMC)
oc|a| Market|ng Campa|gn 1he SMC was lmplemenLed ln Lhe
lnLervenLlon school as Lhe resulL of a communlLy granL recelved LhaL
almed aL lncreaslng l and v selecLlon and consumpLlon
urvey Instrument SLudenLs compleLed a valldaLed l and v survey ln
whlch Lhey were asked Lo lndlcaLe wheLher Lhey had ever eaLen Lhe l or
v llsLed (LaLen Score) furLher lndlcaLehow much Lhey llked Lhe lLem on a
LlkerL scale(Llklng Score) and selecL Lhelr preferred snack lLem when
glven a cholce of 2 lLems (reference Score)
urvey Adm|n|strat|on SLudenLs compleLed l and v survey pre and
posL lmplemenLaLlon of SMC Lo evaluaLe eaLen llklng and preference
|ate Waste laLe wasLe measuremenLs and phoLographs were collecLed
Lo deLermlne consumpLlon and selecLlon pre and posL lmplemenLaLlon
of Lhe SMC
tat|st|ca| Ana|ys|s 8andomlzed 8lock ueslgn Analysls of varlance
comparemeans and cross LabulaLlon were conducLed uslng SSS
verslon 180
Approva| 1hls pro[ecL was approved by Lhe unlverslLy of 1ennessee
lnsLlLuLlonal 8evlew 8oard
choo|
Demograph|c
Character|st|cs
Intervent|on
choo|
#
Compar|son
choo|
#
re ost re ost
Gender
Male
lemale
37406 44463 33339 39346
34393 31337 47461 49344
Grade
3
rd
4
Lh
3
Lh
21231 26271 32314 33306
23273 29302 29284 27230
43493 41427 41402 48444
Age
8
9
10
11
12
13
14
11121 332 20196 14129
17187 22229 29284 27230
40440 34334 34333 29269
22242 28292 19186 34313
111 332 000 437
000 000 000 000
000 221 000 000
#L8LL98
1ab|e 1 Demograph|c Character|st|cs of 3
rd
S
th
Gradekespondents bychoo|
Grade 1|me
o|nt
Number
Cbservat|ons
Mean D
3
rd
re 13 0663 0276
osL 23 0794* 0268
4
th
re 13 0346 0364
osL 14 0612* 0336
S
th
re 14 0774 0132
osL 30 0718 0291
1ab|e 2 ercentage|ateWasteConsumpt|on by
Gradeat Intervent|on choo|
1ab|e 4 Iru|t and Vegetab|e urvey kesu|ts by choo|
#LlLRLrcL8
Centers for Disease Control and Prevention Overweight and Obesity: Childhood Overweight and Obesity Available
at: http://wwwcdcgov/obesity/childhood/indexhtml Accessed August 2, 200
2Story M, Kaphingst KM, French S The Role of Schools in Obesity Prevention The Future of Children 2006; 6(:
09-2
3Adams MA, Pelletier RL, et al Salad Bars and Fruit and Vegetable Consumption in Elementary School: APlate
Waste Study. J Am Diet Assoc. 2005; 05 ( : 9-92
Slusser WM, Cumberland WG, et al ASchool Salad Bar ncreases Frequency of Fruit and Vegetable Consumption
among Children Living in Low-ncome Households Public Health Nutrition. 200; 0(2: 90-96
5Condon EM, Crepinsek MK, Fox MK School Meals: Types of Foods Offered to and Consumed by Children at Lunch
and Breakfast JAm Diet Assoc 2009; 09:S6-S
6Perry CL, Bishop DB, et al Changing Fruit and Vegetable Consumption amoung Children: The 5-a-day Power Plus
Programin St Paul, Minnesota Am J Public Health 99; :603-609
Reynolds KD, Franklin FA, et al ncreasing the Fruit and Vegetable Consumption of Fourth-Graders: Results from
the High 5 Project Preventive Medicine 2000; 30: 309-39
Folta SC, Goldberg JP, et al Assessing the Use of Public Address Systems to Deliver Nutrition Messages to
Children: Shape Up Somerville-Audio Adventures J Sch Health 2006; 6(9:59-6
9Blom-Hoffman J School-Based Promotion of Fruit and Vegetable Consumption in Multiculturally Diverse, Urban
Schools Psychology in the Schools. 200; 5(: 6-26
0 Fulkerson JA, French SA, et al Promotions to increase lower-fat food choices among students in secondary
schools: description and outcomes of TACOS (Trying Alternative Cafeteria Options in Schools Public Health
Nutrition 2003; (5:665-6
O'Neil CE, Nicklas TA Gimme 5: An nnovative, School-Based Nutrition ntervention for High School Students J
AmDiet Assoc. 2002; 02(3: S93-S96
I|gure 1 Lxamp|es of Iood e|ect|on re and ostImp|ementat|on of
theoc|a| Market|ng Campa|gn
l8cL88lcr
8esulLs lndlcaLe LhaL mean eaLen llklng and preference scores were noL
slgnlflcanLly dlfferenL pre and posLlmplemenLaLlon of Lhe SMC for grade
Llme or school Powever sLudenLs ln Lhe lnLervenLlon score reporLed a
hlgher eaLen scorefor boLh l and v lLems and an lncreased llklng score
posL lmplemenLaLlon 1hls Lrend was noL apparenL ln Lhe comparlson
school laLe wasLe consumpLlon resulLs show a Lrend for mean percenL of
consumpLlon Lo be larger ln Lhe 3
rd
and 4
Lh
grade parLlclpanLs afLer Lhe
lmplemenLaLlon of Lhe soclal markeLlng campalgn lL ls posslble LhaL as a
resulL of largesLandard devlaLlons a slgnlflcanL dlfference was noL found
from preLo posL lmplemenLaLlon erhaps wlLh larger samples or a Lrue
repeaLed measuremenL deslgn a dlfference from pre Lo posL would be
noLed
looJloq 5ootce 1ennesseeCoordlnaLed School PealLh
*noslgnlflcanL dlfferences ln mean eaLen llklng or preferencescoreby gradeor Llme aL alpha 003
choo|
IV urvey
Component
Intervent|onchoo| Compar|son choo|
re ost re ost
M
e
a
n

n
S
L
a
n
d
a
r
d

L
r
r
o
r

M
e
a
n

n
S
L
a
n
d
a
r
d

L
r
r
o
r

M
e
a
n

n
S
L
a
n
d
a
r
d

L
r
r
o
r

M
e
a
n

n
S
L
a
n
d
a
r
d

L
r
r
o
r

Laten
core*
Iru|t
117 91 363 123 96 337 113 102 287 117 108 262
Vegetab|e
89 91 487 101 96 478 103 102 443 103 108 424
Iru|t and
Vegetab|e
207 91 776 224 96 738 220 102 667 220 108 633
L|k|ng
core*
Iru|t
S13 91 180 S3S 96 186 487 102 148 483 108 144
Vegetab|e
31S 91 193 361 96 199 367 102 183 348 108 160
Iru|t and
Vegetab|e
829 91 332 897 96 344 834 102 309 832 108 279
reference
core*
422 91 263 422 96 233 443 102 230 471 108 223
ccrcLL8lcr
AlLhough llklng of preference for or exposure Lo Lhe l and v lLems may
noL have been lmpacLed by Lhe SMC acLual consumpLlon of ls and vs
appeared Lo lncrease 1hls may lndlcaLeLhaL prevlously famlllar llked
and/or preferred ls and vs were consumed ln a hlgher amounL as a resulL
of Lhe SMC 1he lmpacL of Lhe SMC on lnLake of ls and vs wheLher
famlllar or novel merlLs furLher lnvesLlgaLlon
*Mean percenLageplaLe wasLehlgher posLlmplemenLaLlon
noslgnlflcanL dlfferences
cKrcvLLLcLVLr98
1he research Leam would llke Lo acknowledge Lhe supporL and asslsLance
of Ms Ashley Creen CoordlnaLed School PealLh CoordlnaLor Monroe
CounLy 1n
1ab|e 3 Iru|t and Vegetab|e urvey Iormat
re Imp|ementat|on ost Imp|ementat|on