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 conducted in 1995. The Power Play! Campaign conducts regular formative, process, and impact evaluation on an ongoing basis and uses data from the California Children’s Health Eating and Exercise Practices Survey (CalCHEEPS), a biennial statewide survey of 9- to 11-year old children initiated in 1999. CalCHEEPS provided dietary and physical activity information which helped inform the Power Play! Campaign’s messages and interventions, assess its effectiveness, and guide future direction.
2002 Focus groups with 9- to 11-year-old boys and girls (PDF)- Assess motivators and barriers to increased fruit and vegetable consumption.
2003 Dyad interviews with 6- to 8-year-old children (PDF)- Test key messages and graphics.
2007 Executive Summary (PDF)- Focus groups with 9 to 11 year old children and middle school youth to test the updated California Champions for Change brand and the national Fruits & Veggies - More Matters!® brand, Harvest of the Month materials, and social marketing concepts for middle schoolers.
Impact Evaluation Study
In 2012, the Power Play! Campaign reached over 540,000 ethnically diverse, low-income 4th and 5th grade children across the state and partnered with approximately 680 of the qualifying schools statewide. A cluster randomized, controlled trial of approximately 4,000 4th and 5th grade children from low-resource schools in California demonstrated that the Power Play! Campaign had a beneficial impact on behaviors compared to control children by increasing: daily fruit and vegetable consumption (¼ cup/day more); daily physical activity time at school during recess and lunch (5 minutes more); and health-promoting knowledge, preferences, intentions, and social norms.
Presentations on the 2012 impact evaluation study: