Make the Smart Choice Campaign

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2012

In order to combat illegal food vending in Riverside County, the Department of Environmental Health launched a public education campaign. This innovative campaign focused on the dangers associated with eating food purchased from vendors who do not obtain Environmental Health permits and thereby avoid inspections for compliance to food safety regulations. The campaign entitled “Make the Smart Choice” was designed to teach the public about food safety and explain why buying food from illegal vendors is a risky proposition. Beginning in 2008, the Department was awarded three consecutive FDA Innovative Food Defense grants to fund the “Make the Smart Choice” campaign. With the support of the FDA, the Department was able to educate thousands of Riverside County residents through various presentations and a traveling informational booth. Advertising techniques, including a video which aired on public access television, were also utilized. Armed with the knowledge gained from the campaign approximately 90% of the consumers polled, who originally thought it was safe to consume food from unpermitted vendors, were convinced that consuming this food would be dangerous.