Impact of a social marketing campaign promoting dark-green leafy vegetables and eggs in central Java, Indonesia

Saskia De Pee, Martin W. Bloem, Satoto, Ray Yip, Asmira Sukaton, Roy Tjiong, Roger Shrimpton, Muhilal, Benny Kodyat

Research output: Contribution to journalArticlepeer-review

39 Scopus citations


In order to work towards further reduction of vitamin A deficiency in central Java, Indonesia, a social marketing campaign promoting eggs and dark-green leafy vegetables was initiated in March 1996. The nutritional surveillance system (December 1995-December 1996) found the following. The campaign's messages were well noticed. Consumption of at least one egg in the past week increased from 80% to 92% in mothers and from 78% to 92% in children 12-36 months old. It increased in all socio-economic groups and was independent of ownership of chickens. Most eggs had been purchased. The quantity of vegetables prepared increased from 93 to 111 g/person daily and most was purchased. Vitamin A intake increased from 335 to 371 RE/d for mothers and from 130 to 160 RE/d for children. Serum retinol levels increased after the start of the campaign, and were related to egg consumption and vitamin A intake. Because 1. data were collected in such a way that respondents were not aware of the link between data collected and the campaign, and 2. vitamin A status increased and was related to increased consumption of eggs and vitamin A intake, we conclude that the social marketing campaign was successful.

Original languageEnglish (US)
Pages (from-to)389-398
Number of pages10
JournalInternational Journal for Vitamin and Nutrition Research
Issue number6
StatePublished - Dec 16 1998
Externally publishedYes


  • Dark-green leafy vegetables
  • Eggs
  • Indonesia
  • Social marketing
  • Vitamin A intake
  • Vitamin A status

ASJC Scopus subject areas

  • Medicine (miscellaneous)
  • Endocrinology, Diabetes and Metabolism
  • Nutrition and Dietetics


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