Project LEAN: A National Campaign to Reduce Dietary Fat Consumption

Abstract

The Henry J. Kaiser Family Foundation initiated a social marketing campaign in 1987, to reduce the nation's risk for heart disease and some cancers. Project LEAN (Low-Fat Eating for America Now) encourages reduction in dietary fat consumption to 30 percent of total calories, by 1998, through public service advertising, publicity, and point-of-purchase programs in restaurants, supermarkets, and school and worksite cafeterias. The campaign has joined efforts with the Partners for Better Health, a coalition of over thirty national health and consumer organizations that are working towards a common goal of improved health through nutrition. Project LEAN has provided funds to states and communities to intitiate local campaigns and work with chefs, food professionals, and the food industry to change norms and customs in food preparation and manufacturing. The goal of the campaign is to accelerate the trend in fat reduction and to stimulate the greater availability of low-fat food choices in the marketplace.