The Food Safety and Inspection Service (FSIS) is planning to release a national advertising campaign in July 2011 to educate the public about the importance of safe food handling and how to reduce the risks associated with foodborne illness.  The campaign, which was developed in partnership with the Ad Council, Food and Drug Administration, and the Centers for Disease Control and Prevention, will target parents ages 20 to 40 who are caregivers for children between the ages of 4 and 12.  According to FSIS, this target audience was chosen because they are most likely to be preparing food for themselves and others, and they have an incentive to listen to food safety messages and adapt or change their behaviors as a result.

As a part of this campaign, FSIS is seeking Office of Management and Budget approval to conduct a survey of members of the target audience to help evaluate the impact of the campaign.  The survey will be fielded once prior to the launch of the campaign, and then again 9-12 months following the launch to monitor shifts over time.  Upon completion of the survey, the Ad Council will compare results to identify any shifts in attitudes, awareness, or behaviors that may have occurred.

 

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