Sodium Reduction Campaign Encourages Healthy Choices Among Consumers

The “Choose Less Sodium” campaign appeared in multiple formats across the state to reach a mass audience, including transit display advertisements in the 10 major transportation systems in Massachusetts; posters in health care providers’ offices, community health centers, and other community locations; and a televised public service announcement. The materials were translated into Spanish and Portuguese to reach more of the state’s population. In addition, sodium website content was revised to help residents make healthier choices and reduce salt intake.

The campaign messages focused on the following:

• The harmful effects of excessive salt in the diet
• Most dietary salt comes from processed foods in stores and restaurants
• The amount of salt can vary in common foods based on the brand
• Ways to reduce sodium consumption
• Amount of salt recommended based on U. S. Dietary Guidelines

“Choose Less Sodium” is now a resource to promote a healthy diet across Massachusetts — at worksites, health centers, physician offices, hospitals, WIC sites, community centers, and in 53 Mass in Motion communities across the state. Mass in Motion is an obesity prevention program that addresses sodium reduction through a number of different initiatives, including Healthy Dining programs in some communities. In addition, plans to expand “Choose Less Sodium” include working with restaurants and food manufacturers located in Mass in Motion communities to change their policies around procurement and provision of healthy, low sodium food options.

The campaign is being evaluated to determine if there were changes in the sodium attitudes and behaviors, as well as recall of the campaign messages. The evaluation plan includes a pre-campaign survey (conducted in August 2011 with 792 respondents), post-campaign survey (conducted in October 2011 with 728 respondents), and a follow-up survey (planned for April /May 2012). The surveys use a combined random-digit dial and online sampling.