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162 CHAPTER 7 ■ Choose Health in Food Vending Machines

advice regarding healthy habits: the three slogans were written on 900,000
plastic cups and were repeated on posters (positioned near the vending
machines), where they were associated with the images described earlier.
Practically, the vending machines themselves became a communication
channel.

Other Important Strategies

• Partnership strategy: The development of a collaboration between
public and private partners was a key element of the project, because
the contribution of each of them was fundamental for its realization
and success. The partnership strategy could be specified as
follows:
• The Local Health Unit of Modena was responsible for the scientific
validity of the health message contents and of the types of healthy
foods chosen (but not of the specific brands).
• The Buonristoro Vending Group found the technological solutions,
which allowed the introduction of healthy products (in fact, they had
to be kept at different temperatures).
• Confida promoted the project in Italy and toward associated vending
firms.
• Confindustria–Modena contacted the firms where the project was
implemented and collected their agreements.
• Supporting strategy: There were several additional activities carried out
to support the project and to create favorable conditions for its future
development. In this case, the strategy was aimed at increasing the
community’s interest and attention toward experimentation issues
and at increasing the number of partners that could contribute to
health promotion through vending machines.
To promote Choose Health:
• A folder was created to present the project, its activities, and its
results.
• A specific area within the Modena Health Plan Web site was created to
collect information and materials.
• Numerous articles were published in local and national newspapers and
in specialized magazines.
• The project was presented during meetings, public conferences, and
national exhibitions.