The Cost-Effectiveness of 1% Or Less Media Campaigns PromotingLow-Fat Milk Consumption

摘要

IntroductionThe purpose of our study was to compare the cost-effectiveness of four strategies using components of 1% Or Less to promote population-based behavior change. 1% Or Less is a mass-media campaign that encourages switching from high-fat (whole or 2%) to low-fat (1% or skim) milk. Using a quasi-experimental design, campaigns were previously conducted in fourWest Virginia communities using different combinations of 1) paid advertising, 2) mediarelations, and 3) community-based educational activities. Telephone surveys and supermarket milk sales data were used to measure the campaigns’ effectiveness.MethodsUsing data from the previously completed studies, we analyzed the cost of each campaign. We then calculated the cost per person exposed to the campaign and cost per person who switched from high- to low-fat milk.ResultsThe combination of paid advertising and media relations was the mostcost-effective campaign, with a cost of $0.57 per person to elicit a switch from high-to low-fat milk, and the combination of media relations and community-based educational activitieswas the least cost-effective campaign, with a cost of $11.85 per person to elicit a switch.ConclusionPopulation-based campaigns using a combination of paid advertising and mediarelations strategies can be a cost-effective way to promote a behavior change ina community.