Mission: To make health a top priority for everyone in Northern Ireland.

Objectives:

• To raise public awareness about the effects offered by an increased consumption of fruit, vegetables and fibre against some cancers.
• To increase awareness that the recommended amount of fruit and vegetables is five or more portions each day.
• To encourage people to eat more fruit and vegetables.

Background:
Cancer is one of the main causes of death in Northern Ireland. About one third of all cancer deaths are related to diet. Eating five or more portions of fruit and vegetables each day can reduce the risk of cancer by up to 20% but research carried out by the Agency in 1997 showed that there was a low level of awareness of the link between diet and cancer. The research also indicated that the public would like to receive more information on this subject.

The 'Eat well to keep well' campaign was developed by the Agency to raise awareness of the protection offered against cancer by eating more fruit and vegetables and to encourage the public to eat five or more portions each day. In Northern Ireland consumption of fruit and vegetables is lower than this, approximately three portions per day.

The campaign was part of the Agency's annual healthy eating campaigns which have been running since 1990.

The campaign:
The campaign, launched in June 1998, centred around a 50-second television advertisement, and a 10-second version. The advertisement featured a local GP and highlighted the benefits of eating five portions of fruit and vegetables a day. It was upbeat and positive and steered clear of the negative images usually associated with cancer.

Click here to view the television advert

Leaflets and posters were also produced giving information on what constitutes a portion and how to incorporate five portions of fruit and vegetables into daily eating. A quarter of a million leaflets were distributed through supermarkets, grocers, health service facilities and local councils. Double-sided posters printed on card were suspended from the ceilings of shops and supermarkets.

Eleven retail chains supported the campaign through press and television advertising, price promotions and point of sale materials. Supporting activities and events were also organised by a range of organisations such as Health and Social Services Boards and local councils.

The Agency re-ran the campaign in October 1999. Revised versions of the leaflets were produced to support the television advertising.

The leaflet has recently been redesigned to reflect the Agency's new corporate style.

Evaluation:
The evaluation of the campaign, carried out in July 1998, was very positive. The evaluation involved interviewing 602 people over 16. It found that 71% of respondents were aware of healthy eating publicity, and over 52% recognised the 'Eat well to keep well' publicity specifically. Over 80% had seen or heard publicity relating to fruit and vegetables and 69% of these said the advertising had increased their awareness that fruit and vegetables could help prevent cancer. Twenty four per cent of those surveyed said they had increased their consumption of fruit and vegetables in the previous six weeks.