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Despite the many public health interventions in the past 40 years, in 2014, the United States Department of Agriculture reported that rates of obesity, overweight, and disease related to diet are high, indicating that education alone is not adequate to change behavior. Social marketers have developed a specific planning process using traditional commercial marketing techniques to create positive social behavior change. Based on these principles and other specific strategies, the UNM PRC social marketing team developed and pilot tested a campaign in Santa Fe, NM, that showed promising results (an average increase of 0.76 serving per day, from baseline to follow-up, in fruit and vegetable consumption in the intervention group). The proposed intervention builds on these findings to test the campaign in rural communities across NM.

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