Department of Health Services: Nutrition Network, Go Low
Nutrition Network, part of the Arizona Department of Health Services, works to shape food consumption in a positive way to combat chronic disease such as high blood pressure, obesity and heart disease. The "Go Low" campaign strives to convince poverty-stricken moms of young children to decrease the amount of fat in the milk they select, hopefully to skim or 1%.

Moses Anshell created a campaign spoofing a QVC segment selling 1% milk, having a caller who loves the product, and two hosts touting the benefits of low fat milk. A bonus was that the URL and phone number were able to be shown the entire duration of the :30 TV spot, as well as on the web site, posters, recipe cards, door hangers, billboards, direct mail and puzzle cups. Media had to carefully micro-target to ensure the recipients met the USDA requirement of 130% poverty rate. Since most moms couldn’t taste the difference between 2% and 1% milk, the PR team created milk taste tests to ensure moms at least tried the 1%.

According to ADHS, typically their toll free number only gets 60 calls per month. During the Moses Anshell campaign, over 250 calls were received in the first two weeks. Micro targeting has been a success with over 60% of all targets coming from appropriate low income census tracts. Finally, 185% of poverty level was achieved, well ahead of the 130% target goal.