What is the 5 A Day Programs Communications Research component?
The national media campaign, a collaborative effort including ACS, CDC, NCI, PBH, and USDA, spreads the 5 A Day message to the public through media events and campaigns held throughout the year. These initiatives involve broadcast media, national spokespersons, print and special events. Annual 5 A Day Month (September) activities allow a myriad of 5 A Day participants to join forces for a month of highly visible promotions. State 5 A Day coordinators play an integral role in disseminating the message to the communities they serve. NCI’s Office of Cancer Communications has adapted a social marketing model for 5 A Day communications strategies. The Consumer-based Health Communications (CHC) model guides the research that is consistently used in the program to learn about its target audience, to track its progress, and to evaluate and study the audience’s attitudes and behaviors about nutrition, fruits and vegetables, and general lifestyle and health issues.
