Evaluation of the Energize Your Life! Social Marketing Campaign Pilot Study to Increase Fruit Intake Among Community College Students

Abstract

In this study, the authors evaluated the effectiveness of the Energize Your Life! social-marketing campaign pilot study to improve knowledge, attitudes, and fruit intake among community college students. The authors used a cross-sectional, quasi-experimental, pre- and posttest design. They randomly selected community college students (N = 1,367) and exposed the intervention campus to fruit fairs to distribute fresh fruit, 100% fruit juice, and fruit smoothie samples and information about fruit to students. The authors also addressed policy change to increase the accessibility of fruit on campus. There was a significant increase in fruit intake between pre- and posttest at the intervention campus. Although students had positive attitudes toward intake, most did not achieve the minimum recommended daily 2 servings of fruit. Approximately 25% of the students had insufficient funds, which affected their food intake. Longer-term social marketing interventions may be an effective means of improving the dietary quality of community college students.

Eating for the better: a social marketing review (2000–2012)

“…Those who did examine or recognize competition viewed it from the perspective of competing health programmes (37) ; competing unhealthy foods (35) or unhealthy drinks (23) ; or competing demands (20) . Another example of a type of competitive analysis comes from the ANGELO framework where researchers looked at the environment to determine what is available and what is not available both in terms of foods (too many high-fat snacks available, mainly high-fat, low-vegetable meals, too many high-sugar drinks at home, junk food for lunchboxes) and the economic, policy and sociocultural influences present (43) .…”

“…This area is challenging as the benefits (better health via healthy eating) are temporally distant, which may devalue it in comparison to a competing or habitualized behaviour offering immediate satisfaction or reward. Studies in the current review with clear examples of exchange offered immediate benefits in the form of food samples (35,37) , coupons (36) , vouchers (24) , prizes (24,38,39) through to extra time off (21) .…”

“…Few examples were found during the present review, suggesting that a considerable opportunity exists for future research. Examples of midstream and upstream activities identified in the review include modification at the environmental or upstream level (introducing new foods in canteens and vending machines (35) ) and at the midstream or social level (influencing group culture of better nutrition and physical activity (21) ).…”

“…Incentives in the form of product trials, rewards and prizes were offered for trial or repeat behaviour (21,24,35,36) . An exchange between two parties (the marketer and the consumer) is an important concept in the social marketing framework, and to be effective the consumer must believe that he/she will get as much or more than he/she gives (7) .…”

Obesity and Food Choices Among Faculty and Staff at a Large Urban University

“…In addition, the current research indicates that overweight and obese employees are less confident in their ability to make healthful food choices, and are more influenced by food choices in the dining facilities, their peers and their friends. 240 Together, the above findings suggest 3 important opportunities to encourage healthful eating and support wellness of university employees: 1) increase the availability and access to healthful foods in all on-campus eating venues; 9 2) increase awareness of healthful options in these establishments via marketing and promotion; 28 and 3) provide point-of-purchase nutrition information in campus dining venues to assist employees to identify more healthful options. 29,30 245 This study's findings also point out the need for universities to sponsor wellness programs that increase employee self-efficacy to make healthful food choices, and to adopt policies that increase availability and access to healthful foods on-campus.…”