Public Reaction to Victoria's “2 Fruit ‘n’ 5 Veg Every Day” Campaign and Reported Consumption of Fruit and Vegetables

Dixon, Helen; Borland, Ron; Segan, Catherine; Stafford, Hargita; Sindall, Colin

doi:10.1006/pmed.1998.0328

Cited by 71Nutrition, Health and Food BehaviorMedia Influence and HealthNutrition, Health, and Society Studies

Public Reaction to Victoria's “2 Fruit ‘n’ 5 Veg Every Day” Campaign and Reported Consumption of Fruit and Vegetables

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Dixon, Helen, Borland, Ron, Segan, Catherine, Stafford, Hargita, Sindall, Colin·1998·Preventive Medicine

DOI 10.1006/pmed.1998.0328

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Abstract

Background The Victorian "2 Fruit 'n' 5 Veg Every Day" campaign was aimed at increasing awareness of the need to eat more fruit and vegetables and encouraging increased consumption of these foods in the Australian state of Victoria. The demand-side component of the campaign, which had television advertising as a centerpiece, ran from 1992 to 1995.Methods Annual postcampaign telephone surveys of approximately 500 Victorians ages 20 and over were conducted with the aim of examining public awareness of the campaign, beliefs about desirable eating habits for fruit and vegetables, and reported consumption of these foods.Results Over the years, patterns in the level of public awareness, reported consumption, and beliefs about appropriate levels of consumption have tended to parallel changes in the level of mass media investment. During the campaign's most intense period of promotional activity, significant increases in all of these variables occurred.Conclusions The results suggest that significant achievements can be made with relatively small-budget mass media promotion of dietary recommendations, especially when part of a more comprehensive program. However, campaigns may need to be adequately resourced for several years if sustained change is to be achieved.

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Similar focused media campaigns in Australia were associated with increased public awareness and consumption of fruits (from 1.5 to 1.7 servings per day, P<0.05) and vegetables (from 2.6 to 3.1 servings per day, P<0.001).
“Similar focused media campaigns in Australia were associated with increased public awareness and consumption of fruits (from 1.5 to 1.7 servings per day, P<0.05) and vegetables (from 2.6 to 3.1 servings per day, P<0.001).43”
From Population Approaches to Improve Diet, Physical Activity, and Smoking Habits: A Scientific Statement From the American Heart Association (2012) · cites this paper as [43]

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Pollard, C. M. (2008) · eSpace (Curtin University) · Cited by 2 · see citing works

Authors: Dixon, H., Borland, R., Segan, C., Stafford, H., & Sindall, C.
Affiliations: Cancer Council Victoria (AU)
Deakin University (AU)
Corresponding author: Dixon, Helen
ORCID: Dixon, Helen
Borland, Ron
Segan, Catherine
Venue: Preventive Medicine
Publisher: Elsevier BV
Published: 1998-07
Volume: 27
Issue: 4
Pages: 572-582
ISSN: 0091-7435 (ISSN-L)
DOI: 10.1006/pmed.1998.0328
OpenAlex: W1969604866
Cited by: 71
References: 18
Citations by year: 2026: 1 · 2024: 1 · 2023: 4 · 2022: 1 · 2021: 1 · 2020: 5 · 2019: 1 · 2018: 3 · 2017: 3 · 2016: 1 · 2015: 3 · 2014: 1 · 2013: 3 · 2012: 4
FWCI: 1.47
Type: journal article
Language: en
Open access: green
figshare.com
Licence: cc-by
www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: Preventive Medicine (publishedVersion)
PubMed (publishedVersion)
Figshare (submittedVersion, cc-by)
Topics: Health Sciences › Nursing › Nutrition and Dietetics › Nutrition, Health and Food Behavior
Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
Life Sciences › Agricultural and Biological Sciences › Food Science › Nutrition, Health, and Society Studies
Keywords: fruit and vegetable intake, dietary recommendations, mass media promotion, television advertising, public awareness, dietary habits, health campaigns, Victoria, Australia
MeSH terms: Adult, Advertising, Feeding Behavior, Female, Fruit, Health Promotion, Humans, Health Knowledge, Attitudes, Practice, Male, Middle Aged, Nutrition Surveys, Vegetables, Victoria, Program Evaluation, Nutritional Sciences

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Public Reaction to Victoria's “2 Fruit ‘n’ 5 Veg Every Day” Campaign and Reported Consumption of Fruit and Vegetables

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