Resumen

LANDAETA-JIMENEZ, Maritza; PATINO, Elijú  y  GALICIA, Nakarith. Nutritional education campaign considering malnutrition using mass media in Venezuela. An Venez Nutr [online]. 2010, vol.23, n.1, pp.26-33. ISSN 0798-0752.

Bengoa Foundation, in alliance with Farnacia SAAS’red, started in 2004, a campaign of Nutritional Education targeted towards Malnutrition( NETTM), an initiative that uses TV and printed material focused towards priority issues related with malnutrition. In an opinión related study related to malnutrition (2008) the effects of the impact in the population was analyzed, as well as the mass media institutinal messages. The messages:“Nutrition in three colors”(2006),“Breakfast makes a differance”and“Two are not enough”(2007) and “Variability and wellfed persons”(2007) that were transmitted with high frequency in prime time TV, including prívate and open channels, as well as cinema channels, and were complemented with the distribution of 7,1 million of printed material.The survey was performed in a sample of 1000 persons 18 to 60 years old in the countries¨ main cities,;the results included 84,3% of recall, 71,45% of change of dietary habits. The most remenbered messages were: ”Variability and wellfed persons”(68,1% /74,3%) followed by “Breakfast makes a diference”(45,1%/62,7%) both were perceived as very important in order to promote health.The incorporation of fruits,vegetables and breakfast generated the greatest impact. These institutional messages strengthen knowledge and modify feeding habits and preferences in food. This strategy for combating malnutrition is confirmed.

Palabras clave : Food habits; malnutrition; nutritional messages; nutrition education; mass media; Venezuela.