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Healthy Food
Food Initiative
Healthy
Initiative
AshleyGillihan,
Gillihan,Mallory
MalloryPatten
Pattenand
andSamone
SamoneGivens
Givens
Ashley
Executive Summary
Food choices that students make are a major concern for the Kansas State University
student body and college communities across the United States. This theory-based campaign
intends to address self-efficacy in college students healthy food choices through research. This is
an eight-month campaign plan from start to finish, including the set-up, program and evaluation
phases. We aim to not only gather information about our target audience, but to use that
information to show it that it is possible to eat healthy as a college student. Provided are specific
tactics for implementing strategies to provide Kansas State University students with education to
address the food choices that they are currently making. This campaign seeks to provide the
necessary knowledge to educate students about the ability to eat healthy and inexpensive food
choices.
Background
When it comes to young adults, in particular college students, a topic that has become
popular is their confidence (or lack thereof) of choosing to eat healthy. Changes in promoting
young adults to make healthy food choices have been on the rise since the increase amount of
obese adults in the U.S. When it comes to young adults or college students, living a healthy
lifestyle can be hard work. The self-efficacy of young adults healthy food choices can be
described in one of three ways: they may be overly confident, not at all confident or have a
general understanding that does not exceed over-confidence. Most of this generation, according
to research, points to the second listed, that there is instead a lack of confidence in making
healthy food choices.

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A healthy diet can vary based on sociocultural factors, and the accessibility and
affordability of healthy foods, and of course each persons specific food choices. (Healthy Diet,
2014). 94.4% of subjects reported in a survey in 2006 from Davy, et al., that in order to be in
good health, it is vital to eat a variety of foods. Another source, Interventions on Diet and
Physical Activity: What Works (2009), reported that one way to improve cognitive function,
mood, and to reduce truancy is to always eat a healthy breakfast. This lifestyle, helps protect
against malnutrition in all its forms, as well as non-communicable diseases (NCDs), including
obesity, diabetes, heart disease, stroke and cancer, (Healthy Diet, 2014).
There are so many perks to a healthy diet that it can be a wonder to some why everyone
does not partake in it. There have been many reasons for why college students make unhealthy
choices when they eat. According to Deshpande in 2009, the lack of well-known and in-depth
nutrition knowledge plays a role in how people make healthy food choices. This reason is
attributed to the fact that those lacking in nutrition information are receiving inadequate material
to help them make the healthy choices. Studies have been shown to identify different
characteristics in the demographic and psychographic categories that point to reasons why
college students make the dietary decisions that they do. Researchers (Desphande, 2009) say that
gender differences, internal and external cues, living off-campus to on-campus, health and
budget are factors. This same source identified, in order, what the most important factors are that
impacts ones food decisions: taste, cost, nutrition, convenience, pleasure and weight control. A
study from Rachette, et al., in 2005 informed the unhealthy choices college kids were making, by
showing these students say they eat fast food or high-fat fried food at least three times during the
week previous to the study being performed. It also reported these scholars were not eating

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adequate levels of vegetables and fruits, in addition to not regulating or reducing their intake of
fast food or fried food to a proper level.
When young adults are in the transition stage from high school to college, it is a critical
time for them. As Deshpande, et al. put it in 2009, because people make more and more
independent eating decisions as they move through adolescence, the transition to independent
living during the university days is an important event, (p. 145). When they are making their
own food selections for the first time it could have a negative impact on the eating behaviors of
these students (Deshpande, et al., 2009). They are raised to eat what is provided by parents
growing up and thus, now they are independently making food decisions that will and can impact
the rest of their lives. There are times that people alter their lifestyle whether for good or bad, but
most people get into a certain routing, particularly in their food choices. According to
Deshpande, et al. (2009), humans establish not only tastes but also habits at a relatively young
age. Seeing as, nearly two-thirds of the adult population in American is classified as
overweight, it is important to understand the role that the college environment may play in this
epidemic, and to consider institutional strategies that might encourage college students to pursue
healthy exercise and eating habits and maintain healthy body weight throughout college,
(Racette, et al., 2005, p. 250).
There are many reasons this would be considered a healthy problem in society. The first
of these being that it is impacting a specific age group, in a negative way. An age group that still
has, hopefully, many decades ahead of them, that will also be helping make these food decisions
for the generation following them. Deshpande, et al. (2009) identified that; nutrition and obesity
are among the most important health issues facing society today, not only on terms of health, but
also health care expenses, (p. 145). Bad eating habits not only affect the person who has them,

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but also has massive economic and health implications that can have a ripple effect on others in
this world. Not only are dietary issues being evaluated, but also the activity patterns of this age
group as well. A survey (Racette, et al., 2005) in 1995, called the College Health Risk Behavior
Survey, showed these patterns incline college students to future health problems, when not
handled in a healthy way. An absence of exercise and unhealthy eating choices are inclining to
health risks on a global scale, says Healthy Diet (2014).This is why the same source says,
promoting a healthy food environment requires involvement across multiple sectors and
stakeholders, including government, public and the private sector. This is the reason Healthy
Diet (2014) believes that the government plays a main role in creating this environment in order
to help lead people to not only accepting a healthy lifestyle, but to also continue it.
Many government agencies have been created in order to combat the health problem of
college students health. In 2004, the World Health Assembly (WHA) created one agency for this
purpose, the WHO Global Strategy on Diet, Physical Activity and Health. The goal of this
governmental body is to get governments, WHO, international partners, the private sector and
civil society to take action at global, regional and local levels to support healthy diets and
physical activity, (Healthy Diet, 2014). A commission of this agency will put together a report
in 2015 that focuses on which tactics and methods will be most effective in different situations
around the entire world.
According to Interventions on Diet and Physical Activity: What Works (2009), the World
Health Assembly supported The Global Strategy on Diet, Physical Activity and Health (DPAS),
which identifies the tasks of stakeholders to endorse physical activity and participate in any way
in improving the diet of young adults. Another responsibility, from the same source, identified
for the World Health Organization (WHO), is to identify and disseminate information on

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evidence-based interventions, policies and structures. Meanwhile, the USDA and USDHHS
created the Food Guide Pyramid to help illustrate the recommended Dietary Guidelines for
Americans when it comes to food consumption (CDC, 8). This well-known image (below)
showcases these guidelines as: (a) eat a variety of foods; (b) balance the food you eat with
physical activitymaintain or improve your weight; (c) choose a diet with plenty of grain
products, vegetables, and fruits; (d) choose a diet low in fat, saturated fat, and cholesterol; (e)
choose a diet moderate in sugars; and (f) choose a diet moderate in salt and sodium, (CDC, 7).

In addition, this health issue was addressed when a 5-day campaign was propelled by The
National Cancer Institute and the Procedure for Better Health Foundation. This operations goal
was to encourage eating of at least 5 veggies and fruits on a daily basis, according to Racette, et
al in 2005. In 2009, Deshpande and colleagues stated that self-efficacy has been a vital predictor
in forecasting nutrition behavior among students in college. Nutrition education to students and
the universities or colleges impacting them is extremely important to help educate them about
healthy choices for life. The reason this form of education is important for all is, because their
lifestyle may predispose them to development of chronic disease, (Brevard & Ricketts, 1996).
In 2009 Interventions On Diet and Physical Activity: What Works supported this same
point by suggesting that education in the nutritional realm should be a factor in school

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curriculum. Under-nutrition has an effect on students school performance as well. Because of

that, this source also identified that educating them is important so they do not engage in undernutrition or lower dietary quality. Through school, students can and should be taught to engage in
healthy eating behaviors, says Interventions On Diet and Physical Activity: What Works in 2009.
Deshpande, et al., 2009 identifies that there are recommendations for universities or colleges to
offer programs focused on nutritional education for students. College Health (2014) outlined
seven steps to staying safe and healthy while in college: making smart choices when it comes to
drugs and alcohol, sleeping enough, getting help if stressed and/or depressed, eating a balanced
diet, practicing safe sex if partaking in sex, participating in physical activity regularly, and finally
engaging in vaccinations and checkups to maintain your health.
Problem Statement
The target audience for our Healthy Food Initiative campaign plan is young adults. To be
specific, college students at Kansas State University in Manhattan, KS, whose ages range from
18-25.
We chose that target audience because according to USA Today,
Results of a recent poll by the International Food Information Council Foundation
show American adults are trying and failing to fit in the average governmentrecommended 4.5-5 servings of fruits and vegetables a day a struggle thats
familiar to college students. In fact, many students arent even eating one serving
of fruits or vegetables in a day, according to a study of student eating habits
published in the Journal of Nutrition Education and Behavior last August (Annie
Massa, July 2012).

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Therefore, the problem with college students is, Are they confident to make healthy
food choices? The Questionnaire of Young Adults Food Choices was the key to understanding
the answer to the problem.
From the results of the questionnaire, the findings led to the research question, How do
we market healthy food choices to students who have low resources and a medium to low
revenue? The goal of the Healthy Food Initiative campaign plan is to market to those students
and encourage them to develop healthy eating habits while keeping a budget.
Following the results of the Healthy Food Initiative Campaign, the hypothesis for the
results is, College students are not confident in their healthy food choices based on the
resources available to them. In effect, the campaign will educate and inform students on ways to
live a healthier lifestyle.
Significance of Topic
This topics significance is the real life application of it, in not only our own lives but also
the students lives around us. This topic is important, because it is a growing concern within
society. Health problems and issues are growing in a world of fast food, convenience eating and
a lack of knowledge when it comes to healthy eating. This topic has an effect on not only young
adults, but also advertisers who are targeting college students.
Quote: While it may seem counterintuitive, several studies show that low-income
people have among the highest obesity rates. It's not exactly clear why, but several antihunger groups say limited access to healthy food in neighborhoods dense with
convenience stores and fast food outlets is part of the problem. Fewer opportunities for
physical exercise may be another (F as in Fat, 99).

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Theory
Research question
In the beginning of our project, our main problem statement began as the questions of
Are college students confident in their healthy food choices? After sending out the online
survey we created and reading the results, our research question now for our campaign is, How
do we market healthy eating to students who have low resources and a medium to low revenue?
This research question outlined our actions within our campaign plan. They helped us model
what we believe will be the best way to reach Kansas State University college students.
Hypothesis
Our hypothesis for our campaign plan and for what we speculated our findings would
produce was, College students are not confident in their healthy food choices based on the
resources available to them. Based on our findings and results from our survey, we conclude
that our hypothesis was indeed correct.
Theory Information
The theory used in order to reach out to K-States college students and to outline the
campaign plan was the Social Cognitive Theory. Social Cognitive Theory (SCT), also known as
the Social Learning Theory, is defined as, a general theory or class of theories of human
behavior based on the assumption that thoughts, beliefs and expectations influence behavior and
that these are shaped by a persons social environment, (Free Dictionary). It basically revolves
around the idea of how individuals learn their behavior from others, and how their environment
can influence their behavior as well. Dweck and Leggett in 1988 said, The model specifies how
individuals' implicit theories orient them toward particular goals and how these goals set up the
different patterns, (pg. 1).

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Denler and colleagues stated in 2014 that this theory was developed out of the work of a
man named Albert Bandura. It signifies a model of behavior that is inclined to the psychological
aspect of a person. Van Lange, et al. (2011) identified that Social Cognitive Theory is very useful
and helpful for social applications. There have been many applications of this model, according
to Denler, et al. (2014), including: comprehending learning, motivation and achievement within
the classroom, athletics, human functioning as career choice, mental and physical health, and
finally organizational behavior. Bandura (2004) believes that health should not be considered an
individual matter, but a social one. This researcher says, A comprehensive approach to health
promotion also requires changing the practices of social systems that have widespread effects on
human health, (p. 1). Not only that but he also identified the impact a persons self-efficacy can
have on their health saying that, Belief in ones efficacy to exercise control is a common
pathway through which psychosocial influences affect health functioning, (p. 1).
Main Concepts and Constructs
SCT continues to emphasize that learning occurs in a social context and that much of
what is learned is gained through observation, (Denler, et al., 2014). The article Social
Cognitive Theory says the main concepts of Social Cognitive Theory include: environment,
situation, behavioral capability, expectations, expectancies, self-control, observational learning,
reinforcements, self-efficacy, emotional coping responses, and reciprocal determinism. It also
identified that the main three factors, people, behavior and environment, are always affecting one
another. Below is an image from Pajares (2002) showing the important relationship between
these factors, it also shows how they all impact each other routinely.

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Methodology
The survey that was used for the Healthy Food Initiative, to understand the healthy food
choices that young adults make, was previously created. Last year, a graduate team focused on
the same subject. Because of that we were able to review their survey, adapt it to our focus, and
enable it.
After adapting the survey, we created a Questionnaire of Young Adults Food Choices.
The questionnaire consisted of six parts. The parts are the following: nutritional knowledge;
health perceptions; food choice; self-efficacy; access to information; and demographics.
Nutritional knowledge was first to understand what the participant knows on a day-to-day
basis about healthy food. Health perceptions of the participant is a key to knowing what they
believe is healthy. That ties in with food choice and self-efficacy because it gathers their food
eating habits and ability to make healthy food choices. In addition, access to information is
gathered about who makes the food choices in the participants household and where are they
getting the information from to make food choices. Finally, demographics were added to the
survey to have a clear perception on the participants background.
The target audience of the questionnaire was collegiate students, ages 18-25. We chose
that group because according to the Journal of the American Dietetic Association, College
students enrolled in university dining plans are exposed daily to a food environment

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characterized by foods high in energy, fats, and added sugars, and low in nutrient density,
(Kolodinsky J1, Harvey-Berino JR, Berlin L, Johnson RK, Reynolds TW, Aug. 2007).
In effect, the students at Kansas State University would benefit from this research and
campaign plan. Therefore we would be giving back to our own community.
Once the survey was created and adapted with its six parts, we followed the Institutional
Review Board guidelines and regulations. Because of that, the Information and Technology
Services at Kansas State University sent out our questionnaire to students within our target
audience.
In addition to IT Services sending out the questionnaire, each person in the research and
campaign group sent out the questionnaire to fellow students. Concluding that, the total of
participants was 103. Because the survey had over 100 participants, it was a wide-range of
answers.
Key Findings

The graph above is the data collected for the question, Which of these do you consume
on a daily basis? The key findings prove that college students consume a lot of fat, grain and
protein. However, the effort to consume fruit and vegetables is very low.

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The graphs above show that most students would agree that their budget makes it
difficult to obtain health foods; Most students agree or strongly agree that they would eat
healthier if they had the money to buy nutritious food; Most students agree and strongly agree
that sometimes I make food choices that I know are unhealthy.

The key finding above shows that college students arent getting their information from
nutrition experts or clinics. They are getting majority of their information from friends/family
and the internet.
Questionnaire participants were asked, Who makes the food decisions in your
household? The majority of the responses were either me or my mom.

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The key findings above show that college students know they can make healthy choices
when they go out to the grocery store. They even believe that they can make healthy choices on a
low budget. Based on that, why arent majority of college students making healthy food choices
then?
Target Audience/Public
The target audience for our Healthy Food Initiative campaign plan is young adults. To be
specific, college students at Kansas State University in Manhattan, Kansas, whose ages range
from 18-25.
Why Target Audience/Public?
We consider this group to be our target audience, because of its application in our own
personal lives. Seeing as the target audience of our campaign is in our age group, we understand
how hard it can be to eat healthy on a low budget, so we want to show that it is possible. We also
know people that firmly believe they engage in healthy food choices when they may not be, as
well as those who do not think it is possible at all to be a college student and live a healthy life.
In a sense it can be a learning lesson for us, and interesting for us to see what is factual and true
to what people believe when it comes to their lifestyle choices. Targeting this public will also
impact advertisers who have young adults as their target audience, as well. In this way,

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advertisers will be able to understand the self-efficacy of college students in their health eating
habits.
According to Healthy Eating Habits for Young Adults, As a young adult, healthy eating
habits help you maintain a healthy lifestyle, (BistroMD, 2014). This same source also identified
a list of health problems that can occur in young adults including: high blood pressure, heart
disease, risk of diabetes, social and psychological problems, bone and joint problems, and sleep
apnea. They even identified a belief of ours, that starting a healthy lifestyle at a young age is vital
since it affects the rest of your life.
Goal
The overall goal of our research topic is to understand the beliefs of undergraduate
students when it comes to eating healthy. In addition, the goal is to understand how the eating
habits of undergraduate students affect their lifestyle. The campaign will help people realize
whether they are truly eating healthy or how they can eat healthy on a college student budget.
Objectives
1) To assess the change and development in Kansas State University college students minds and
bodies, after eight-months of eating healthier and incorporating exercise into their daily lives.
2) One month after the campaign is initiated, an Overall Wellness Club will be created at Kansas
State University that helps to educate and inform students on ways to live a healthier life while
on a college budget.
Strategies and Tactics
Objective 1 Strategies
Strategy 1: Implement social marketing in order to increase knowledge and participation by
offering less expensive, healthy food.
Tactics:
(1) Meet with the heads of the Manhattan, Kansas Chipotle.

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(2) Partner with Chipotle in order to create a once a month student discount day. This tactic
would allow for a healthy and inexpensive eating option for college students in the Manhattan
are, that we know they would enjoy.
(3) Meet with them each month, before the event, to discuss the upcoming event.
(4) Using social media, we will advertise, market and invite students to participate these monthly
events. We will offer photo opportunities with a life-size Chipotle Burrito that will be posted to
social media.
Strategy 2: Utilize Sodexo as a tool to create a healthy food eating section for students who eat in

the Kansas State Union.

Tactics:
(1) Meet with the heads of Sodexo, who are involved with the Union.
(2) Create a plan with Sodexo for a reasonable and healthy menu.
(3) Meet with them once every two weeks in order to ensure success.
(4) Using social media, we will advertise, market and invite students to eat at this location.
Strategy 3: Partner with Kansas State Recreational Services (The Rec) to sponsor monthly

events.
Tactics:
(1) Meet with the heads of K-States Rec Services.
(2) Work with them to ensure that there are personal trainers available for any student who is
interested.
(3) Offer classes that teach the importance of healthy eating and exercising right.
(4) Using social media, we will advertise, market and invite students to participate in our
monthly events.
Objective 2 Strategies
Strategy 4: Develop a four-week program that teaches students how and why to eat healthy on a

low budget.
Tactics:
(1) Interview and pick three students to participate in our program.
(2) Reach out to dietetic students for advice, leadership and involvement in the program itself.
(3) During the program, the participants will blog and share their everyday experiences.
(4) Using social media, we will post pictures, videos and links to our participants blogs, to keep
our target audience up to date on the program.

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Strategy 5: Bring in a professional guest speaker that is related to healthy food choices among
young adults.
Tactics:
(1) Schedule a presentation for the speaker to give advice for students specifically on how they
can eat healthy and exercise while on a low-budget.
(2) Promote the event with flyers, social media, chalk ads on school sidewalks, and through
Kansas State University itself.
(3) Using social media, we will advertise, market and invite students to attend our event. There
will be tips posted from the guest speaker on our clubs social media pages leading up to the
event. After the event, we will also upload a video of the presentation and post pictures of the
event.
Strategy 6: Have a table or booth in the Union to help reach out and disseminate information to
students.
Tactics:
(1) Once a week, have two club members man the booth/table to talk to students about ways to
eat healthy and the importance of it. This will increase campus awareness, not only about the
club, but also about healthy living.
(2) Create flyers for the students to pass out at the booth.
(3) Using social media, we will advertise and inform students about the booth, and invite them to
stop by and talk with us.
Evaluation
The Healthy Food Initiative campaign will be assessed through a two-step process. The
first will be the survey that was used in the campaigns design. It will be sent out the week after
the campaign ends. The exact same survey will be sent out to gather the growth and
understanding that developed through the campaign. A link of the survey will be sent from
Information Technology Services to the students that answered it previously. In addition, in the
Health Communications class, students will send it to the sample that participated. There will be
a particular focus on self-efficacy as well as social cognitive theory since those two factors

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helped develop the campaign. The second evaluation process will examine the events that were
held during the campaign. Additionally, student attendance and participation will be reported
throughout the campaign.
Sustainability
Since the goal of the Healthy Food Initiative campaign is to improve the healthy food
choices that undergraduate students make, minimal additional costs are expected. The campaign
is expected to sustain, because in the eight-month period of it running students will not only
learn, but also engage in healthy eating habits, thus putting them in a routine. A routine that will
help them continue to eat healthy for years to come.

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