Authors Chip Heath and Dan Heath write, “Two health researchers, Steve Booth-Butterfield and Bill Reger, professors at West Virginia University, were contemplating ways to persuade people to eat a healthier diet . . .
“As the two researchers brainstormed, their thoughts kept coming back to milk. Most Americans drink milk, and we all know that milk is a great source of calcium. But milk is also the single largest source of saturated fat in the typical American’s diet. In fact, calculations showed something remarkable: If Americans switched from whole milk to skim or 1% milk, the average diet would immediately attain the USDA recommended levels of saturated fat . . .
“Reger and Booth-Butterfield launched a campaign in two communities in West Virginia, running spots on the local media outlets (TV, newspaper, radio) for two weeks. In contrast to the bland messages of most public-health campaigns, the 1% milk campaign was punchy and specific. One ad trumpeted the fact that one glass of whole milk has the same amount of saturated fat as five strips of bacon! At a press conference, the researchers showed local reporters a tube full of fat—the equivalent of the amount found in a half-gallon of whole milk . . .
“Reger and Booth-Butterfield monitored milk sales data at all eight stores in the intervention area. Before the campaign, the market share of low-fat milk was 18 percent. After the campaign, it was 41 percent. Six months later, it held at 35 percent.” 1
In other words in one month (and sustained for at least 6 months) twice as many West Virginians in two communities began eating the USDA recommended amount of saturated fat by changing one thing – buying 1% or lower milk instead of 2% or whole milk.
Pro Tip:
Ask yourself, What one thing, if done, would have the single greatest positive impact on my health?
Honestly answer this question and do something to act on it right away.
If it’s difficult to identify one thing, try this: Get out a blank sheet of paper or in a notebook write numbers 1 – 20 going down the page. Write the title at the top, “Health Ideas” (or something like it) then begin writing ideas. Don’t stop until you have 20 ideas. Review your ideas and circle the one which you determine to have the single greatest positive impact on your health. 2
Maybe it’s: start buying 1% milk.
1 https://heathbrothers.com/switch-chapter-1/
2 Credit for this brainstorming method goes to author and speaker Brian Tracy
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