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Power Play! Campaign Research and Evaluation

The Power Play! Campaign model was developed through careful formative research and proven effective through a large-scale evaluation study. The Power Play! Campaign conducts process evaluation on an ongoing basis and uses data from the biennial California Children’s Health Eating and Exercise Practices Survey to continue to assess its effectiveness.

The Power Play! Campaign will be conducting an impact evaluation study during the 2011/12 school year, with a total of over 4,000 students in the intervention and control groups. The study examines children’s fruit and vegetable intake, physical activity, and related factors like perceived modeling, dietary intentions, norms, liking and preferences for fruits and vegetables as well as intention, preferences, and perceived barriers for physical activity. It is anticipated that topline results should be available in Fall of 2012.

California Children’s Healthy Eating and Exercise Practices Survey
The California Children’s Healthy Eating and Exercise Practices Survey (CalCHEEPS), a biennial statewide survey of 9- to 11-year-old children, provides dietary and physical activity information and helps to guide the Power Play! Campaign’s future direction. Information about CalCHEEPS and downloadable versions of the survey’s reports and data can be obtained in the Research and Evaluation Statewide Surveys section

Formative Research
The Power Play! Campaign conducted extensive formative research during its development phase in 1993, and continues to conduct formative research as needed to ensure continued appeal and relevance to the target audience. In 2007, the Power Play! Campaign conducted focus groups with 9 to 11 year old children and middle school youth to test the new california Champions for Change brand, the new national Fruits & Veggies — More Matters! brand, Harvest of the Month materials, and social marketing concepts for middle schoolers Executive Summary (PDF)Opens a new browser windowIn 2002, the Power Play! Campaign conducted focus groups with 9- to 11-year-old boys and girls(PDF),Opens a new browser windowprimarily to assess motivators and barriers to increased fruit and vegetable consumption. In 2003, Power Play!Campaign also conducted dyad interviews with 6- to 8-year-old children(PDF)Opens a new browser windowto test key messages and graphics.


Last modified on: 7/14/2014 1:18 PM