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Campaign Evaluation 163

C A M PA IG N B U DG E T

The total project budget amounted to approximately C = 50,000 (euro; about
US$63,700 based on 2004 rate). Costs were divided into the following:
• Approximately C = 5,500 for the staff involved (including the psychologist
heading the focus groups).
• Approximately C =11,500 for the design and creation of the health
communication and project promotion materials (e.g., posters, slogans
on plastic cups, and stickers on floors and healthy foods).
•About C =33,000 for the 13 vending machines (including a change-giver
mechanism, a system that stopped fresh products delivery after their date
of expiration, and the supports for the health-promoting posters).

The costs were covered by the project partners.
The strength of the Choose Health campaign was its capacity to au-
tonomously finance its activities. This meant that it had the possibility of being
long-lasting and of being extended to other locations, because it did not depend
on the availability of external funds.

CAM PAI G N TI M E FR AM E

1. Plan and preparation of the project (beginning in November 2004):
a. Definition of the target audiences, campaign objectives, goals, and strat-
egy through meetings between representatives of the Local Health Unit
of Modena, Buonristoro Vending Group, and Confindustria–Modena.
b. Realization of two focus groups with samples of the target audiences.
2. Presentation and promotion of the project (beginning in November
2004).
3. Realization of the project (from May 2005 to November 2005), through
the creation of the refreshment areas and its implementation for six
months.
4. Evaluation (during the development of the experiment and after its end).

CAM PAI G N EV AL UATI O N

From the 13 vending machines where the experiment was initially implemented,
about 30% of all products sold were healthy ones: on the whole, 25,000 healthy
foods/beverages were purchased during the six months of experimentation.