Program Components and Activities
The program consists of four components: industry, media, community, and
PBH collaborates with NCI to develop and implement a retailer point-of-purchase
educational program, a food service educational program, and a national
media campaign. Industry licensees reach consumers with informational and
motivational 5 A Day messages at the point of purchase, through printed
ads and broadcast media:
- Retailers across the country are aggressively advertising the program
and providing consumers with brochures, recipes, and other materials ls
at the point of sale. They interact with consumers by holding food demonstrations
and supermarket tours.
- 5 A Day is promoted by other industry members by adding the logo and
NCI messages to bags, boxes, signs, recipe cards, and other promotional
materials. The message is splashed throughout various educational materials,
TV and radio ads.
- Each year, the program runs two theme-based retail promotions plus 5
A Day Week to keep the program fresh. For each campaign, PBH distributes
new brochures, posters, and ad copy to retailers and health licensees. Previous
and upcoming promotion themes:
- 1994 - Giftbasket; Frozen/Canned; Fitness/NFL
- 1995 - Fitness/NFL; Frozen/Canned; Snacking
- 1996 - Microwave; Juice/Fruit at breakfast; Make it Visible Promo Highlights:
- Summer Olympics (Atlanta)
PBH and NCI implement the media campaign, with events held throughout the
year to spread the 5 A Day message to the public via media. These initiatives
involve broadcast media, use of national spokespersons, print and media
- 5 A Day Week (second week in September) allows a myriad of 5 A Day participants
to join forces for a week of high visibility promotions. Governors of nearly
all 50 states signed Proclamations of support of the 5 A Day effort in 1993
and 1994. Previous campaign themes:
- NCI's Cancer Information Service (800-4-CANCER) supplies 5 A Day materials
to consumers and licensed participants. Outreach Coordinators nationwide
provide support to health licensees in the form of assistance with networking,
media lists, speakers, and printed materials.
The program is brought to life at the community level where health and industry
licensees stage collaborative events. State level 5 A Day programs often
feature theory-based and interactive activities designed to build skills
for behavior change. State or local coalitions formed by state health agency
licensees develop state 5 A Day programs and coordinate all 5 A Day efforts
in the state.
State-based efforts target a range of ages, ethnic groups, and channels
such as schools, media, worksites, retailers, and community organizations.
Many activities are done together with industry and attract media coverage.
States localize the national 5 A Day campaigns by tailoring and adapting
messages and strategies to people in their daily lives.
- To spread the 5 A Day message across their state, state licensees conduct
an abundance of activities throughout the year. These include 5 A Day recipe
contests and cook-offs, radio talk shows, supermarket tours for schoolkids,
poster contests, media events, worksite wellness seminars, 5 A Day booths
at state fairs, and locally grown campaigns with state departments of agriculture.
- States also strive to build environmental and social support for individual
dietary change and use of policies to support increased consumption of fruits
NCI has funded 13 research and evaluation studies to determine the effectiveness
of 5 A Day interventions in increasing the per capita consumption of fruits
and vegetables. These studies are conducted in various community channels
(schools, worksites, churches, and food assistance programs).
FOR MORE INFORMATION
Call your State Health Agency 5 A Day Coordinator
To get involved in your state:
Industry participants please contact:
Produce for Better Health Foundation
1500 Casho Mill Road
Newark, DE 19174-6035
For Information from the NCI Program Office, please contact:
5 A Day For Better Health Program
Prevention and Control Extramural Research Branch
National Cancer Institute
Executive Plaza North, Suite 232
6130 Executive Blvd. MSC 7330
Bethesda, MD 20892-7330