Evaluation of a social marketing campaign targeting preschool children.

OBJECTIVES: To determine the effectiveness of a pilot social marketing program to increase preschoolers' willingness to try new foods. METHODS: Four Head Start centers participated (2 experimental, 2 control) in a study using a quasi-experimental design. Experimental sites received a 12-week intervention developed using social marketing techniques. The program was evaluated via preference assessments, classroom observations, and teacher surveys. RESULTS: Increased preference for and willingness to try new foods were observed in children from the experimental sites (P<0.05). The program was positively received by Head Start staff. CONCLUSIONS: A social marketing campaign is an effective method to reduce children's neophobia.