Utilization of Quantitative and Qualitative Methods to Investigate the Impacts of a Pilot Media Campaign Targeting Safe Cooking Techniques and Proper Thermometer Use

The “160° is good” campaign (www.160isgood.com) was launched to inform consumers on proper use of a thermometer to lower the risk of illness from Shiga toxin-producing Escherichia coli (STEC) in beef burgers. A telephone survey administered prior to and after the campaign focused on perceptions of beef food safety, thermometer use, and burger handling practices. Following the campaign, six focus groups (44 total participants) were conducted to measure the effectiveness of the campaign. Of the 305 post-campaign respondents interviewed by phone, ca. 44% (n = 134) recalled hearing a beef safety-related advertisement, whereas ca. 24% (n = 72) reported hearing the “160° is Good” message. Additionally, 14% (n = 44) of pre-campaign respondents, compared with 16% (n = 50) of post-campaign respondents, used a thermometer to determine “doneness” of burgers. Participants complimented the novelty and effectiveness of an animated movie theater pre-roll delivered to a captive audience, while others expressed skepticism about the effectiveness of a radio spot to attract consumers to a website to learn more about food safety. Nevertheless, the “160° is Good” campaign increased overall awareness of beef safety within a targeted geographic region and generated a roadmap for future development and delivery of a science-based and effective food safety message for the masses.