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1% or Less

Also: 1% Or Less Campaign

“1% or Less”

Community campaign developed by the Center for Science in the Public Interest and West Virginia University in the mid-1990s that asked whole-milk and 2% drinkers to switch to 1% or skim milk. It used paid ads, publicity and supermarket taste tests, and was later run statewide (Hawaii) and replicated elsewhere.

Years
1995–now
Country
United States
Topic
CardiovascularNutrition
Asks people to
Substitute
Strategy
Simple instruction
Channel
EventsPoint of salePrintRadioTV
Audience
Adults

Evidence

Quasi-experimentalPositive

Intervention vs comparison community with supermarket sales data (Reger 1998): low-fat milk's share of milk sales rose from 18% to 41% after the campaign and held at 6 months; 38% of high-fat milk drinkers reported switching. Statewide in Hawaii (Maddock 2007), low-fat milk drinkers rose from 30% to 41% of milk drinkers and sales share from 33% to 40%, with the effect fading by 3 months.

Sponsor (who paid)

  • Center for Science in the Public Interest NGO, developer
  • West Virginia University Academic, evaluator

Credits (who made it)

Not recorded yet.

Related campaigns

Sources

  1. Reger B et al. 1% or less: a community-based nutrition campaign. Public Health Rep 1998;113(5):410-9 evaluation · 1998 · PMID 9769765
  2. Maddock J et al. Statewide implementation of the 1% or Less Campaign. Health Educ Behav 2007;34(6):953-63 evaluation · 2007 · DOI 10.1177/1090198106290621 · PMID 17200101
  3. Wootan MG et al. The cost-effectiveness of 1% or less media campaigns promoting low-fat milk consumption. Prev Chronic Dis 2005;2(4):A05 evaluation · 2005 · PMID 16164809
  4. Hinkle AJ et al. Adapting a 1% or less milk campaign for a Hispanic/Latino population: the Adelante Con Leche Semi-descremada 1% experience. Am J Health Promot 2008 reference · 2008 · DOI 10.4278/ajhp.07080780 · PMID 19004160

Research notes

Created 2026-10-22 by literature mining (PubMed/OpenAlex); evidence level, outcome and findings are paraphrased from the evaluation abstracts, full texts not read. No credits: no page naming an agency was checked. Start year 1995 (first West Virginia community campaign) is from secondary memory, not the abstract; check Reger 1998 full text. Replications in other states not listed. Evaluation sources added 2026-10-22 (citation snowballing / helpline pass): Hinkle 2008; evidence level and outcome unchanged. Evaluation links reviewed 2026-10-22: Hinkle 2008 (Adelante con Leche Semi-Descremada 1%, a Latino adaptation) set to reference; it evaluates a separate adapted campaign. Evidence unchanged.

Record cases/one-percent-or-less.json, updated 2026-10-22· Link to this campaign