Results from New York State Menu Labeling Education Campaign

Between February and August, 2011, the iChoose600® media campaign educated New Yorkers about strategies for ordering meals under 600 calories at restaurants with posted calorie information. Campaign ads were located on billboards, buses, and in malls in four upstate counties that required chain restaurants to post calorie labels: Albany, Schenectady, Suffolk, and Ulster. Local Health Departments conducted awareness activities in each of the counties and a Facebook page was created. The campaign’s priority audience was low income, minority women with children. An evaluation found the ‘iChoose600®’ campaign reached its priority audience and fast food customers who recalled seeing the ‘iChoose600®’ campaign were more likely to notice and use posted calorie labels.