Abstract

An “Educational Campaign to increase bean

consumption” was implemented in a Costa Rican urban

community. The target for the Campaign was a group of

middle-class mothers of school children. Because of their

close contact with their mothers, third- and fourth-grade

children between 9 and 11 years old were defined as the

interactive group. A series of activities were carried out in

order to encourage these students to consume beans, and to

enable them to play a reinforcing role regarding the messages

that were sent to their mothers (the Campaign’s target group).

This study is an assessment of the school children, around

one year after the Campaign was launched in the community.

Results revealed that 73% of the school children consumed

more beans after the Campaign. Most of them did so out of

their own conviction, claiming reasons that may be directly

associated with the Campaign. This shows a positive effect

on their attitudes, which is important to modify alimentary

habits. With regards to knowledge, 100% of the school

children acknowledged that beans are healthful, and most of

them associated this fact to nutritional reasons. In general,

when results were compared with “success indicators” set in

the communication plan, positive effects of the Campaign on

school children were detected.

Keywords: beans, consumption, educational campaign, evaluation.