The majority of food products that

The majority of food products that are featured in the various forms of advertising are high in calories
and are not included in a balanced diet. To that effect, 89% of all food products featured in
advertisements are not elements of a balanced diet (UFC, 2006: 2). It is difficult to promote healthy food
products in a highly competitive industry. Major food companies have greater financial means to
promote their products that are high in sodium and fat. For each American dollar invested by the WHO
for the promotion of healthy eating habits, the agri-food industry spends $500 to promote its processed
products (International Association of Consumer Food Organizations, 2003):
The West Virginia University and the Center for Schience in the Public Interest (CSPI) conducted a
study in order to evaluate if a media campaign in conjunction with a public relations strategy could
generate changes in the population’s eating behaviours. Ads presented on the radio and television,
supported by press conferences and other events covered by the media, drove people to reduce their
consumption of 2% mg milk, and choose 1% mg milk instead. Results of phone surveys following the
media campaign showed that 34% of people had made the change in the city targeted by the
campaign, compared to 4% for the same period in a control city where no campaign had taken place