Initiative Description: Marketing inspired campaign around milk. Messages were primarily positive. Low-fat milk was positioned as the good-tasting, “cool” choice through activities conducted in a fun, light-hearted environment including “Lowfat Lucy,” a Disney-like anthropomorphic cow.

Study Results: Increased low-fat milk selection.

Reference: Wechsler, H., Basch, C. E., Zybert, P., & Shea, S. (1998). Promoting the selection of low-fat
milk in elementary school cafeterias in an inner-city Latino community: Evaluation of an
intervention. American Journal of Public Health, 88(3), 427-433.

Level of Evidence: Very Good