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Salt: Health Education

Volume 476: debated on Monday 2 June 2008

To ask the Secretary of State for Health how much has been spent on the Full of IT campaign; and what (a) mechanisms, (b) baselines and (c) targets have been established to measure the effectiveness of the campaign. (207032)

The total cost of the ‘Full of it’ campaign was £3,745,000.

To measure effectiveness of the campaign specific pre- and post-campaign tracking research was established using RSGB face-to-face adult omnibus survey which interviews a nationally representative sample of adults 16 years old and over in the United Kingdom. The pre-campaign research set a baseline on awareness and claimed behaviour. Targets were set based on the latest baselines. These were:

a further increase in claim to be trying to cut down their salt intake among our target audience from to from 51 per cent. to 55 per cent. (result 55 per cent.); and

an increase in claim to look at labels for the salt content among our target audience from 50 per cent. to 54 per cent. (result 53 per cent.)