Colorado State University Extension
SafeFood Rapid Response Network


SafeFood News - Summer 1997 - Vol 1, No. 4

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High Impact Food Safety Campaign Planned

Six industry organizations have joined forces with five consumer groups, USDA, USDHHS, and the U.S. Dept. of Education to lay the groundwork for a new consumer education campaign under the Partnership for Food Safety Education.

Recent survey research has shown a decline in consumer knowledge about safe food handling. In addition, consumers do not appear to be acting on food safety messages that have been used for years by both government and industry. It is felt that a new approach is needed.

The partnership has combined forces to develop a food safety message campaign designed to impact consumers' food handling behaviors. It is planned that the campaign will be develop around one overarching theme or slogan similar to "Only You Can Prevent Forest Fires."

To develop the campaign, the Partnership has retained three major public relations firms: Hill & Knowlton, J.Walter Thompson and Yankelovich Partners. These agencies have extensive experience in consumer education programs ranging from Shape Up America! to the anti-drug abuse efforts of the Partnership for a Drug-Free America.

Plans call for reproducible materials to be ready by fall. The messages will be distributed throughout the media, as well as through each Partnership member. All of this takes dollars. The goal of the Partnership is to raise $1 million in its first year. Thus far, more than half this amount has been pledged by industry members.

Organizations interested in joining as a Partnership member should contact Dagmar Farr, Food Marketing Institute, 202/452-8444.

Source: USDA/FSIS Food Safety Educator, Spring, 1997.

Updated Monday, August 29, 2011