June 14, 2004
HONOLULU -- Governor Linda Lingle, today launched a new public
awareness campaign, 1% or Less Is Best, encouraging consumers to
switch from high-fat milk (whole or 2%) to low or no-fat milk (1% or
skim milk). The 1% or Less Is Best campaign provides the public
with valuable information on the benefits of drinking low or no-fat
Working in cooperation with the University of Hawai‘i, John A.
Burns School of Medicine - Department of Public Health Sciences and
Epidemiology, the Hawai‘i State Department of Health’s
Healthy Hawai‘i Initiative will begin itslaunch the 1% or Less
Is Best campaign on Tuesday, June 15, 2004. A variety of media
including television, radio, the Internet, posters and events will be
used to help raise the public’s awareness of the value of
switching to low and no-fat milk.
"This campaign supports our Administration’s efforts to
improve the health and well-being of our residents," said Governor
Lingle. "Doing something as simple as drinking low and no-fat milk can
make a difference in a person’s long-term health."
Milk is an important source of vitamins A and D, protein and
calcium. All milk, regardless of fat content, contains the same amount
of vitamins, minerals and protein. However, in addition to all the good
things in milk, whole and reduced-fat (2%) milk are also leading
sources of saturated fat. Studies have shown that diets high in
saturated fat are associated with heart disease, diabetes, cancer and
In 2001, 71 percent of all adult deaths in Hawai‘i aged 25
years and older were due to nutrition related diseases (heart disease,
cancer, diabetes). Heart disease was the leading cause of death,
accounting for 41 percent of all adult deaths in Hawai‘i (CDC,
Therefore, the 1% or Less Is Best campaign focuses on one
specific health-behavior that can be changed without any additional
effort or cost to the people of Hawai‘i. Since nearly half (41%)
of Hawai‘i residents drink whole or 2% milk, switching to lower
fat milk products is an excellent way to cut saturated fat from our
Please note, for children under two, whole milk is recommended.
However, if you are over two years old, 1% or Less Is Best.
"Some of the immediate effects expected of the 1% or Less Is
Best campaign include a reduced consumption in total fat in general
and saturated fat in particular. Additionally, as Hawai‘i learns
of the nutritious value of milk, we expect to see a rise in milk
consumption, leading to an increase in calcium and Vitamins A and D,"
said Dr. Chiyome Fukino, director of the Hawai‘i State Department
"Long-term effects should include a decrease in the incidence of
heart disease and an increase in bone mass leading to a reduction in
debilitating bone fractures," said Fukino.
Studies show that small changes can have incredible effects on our
health. By taking the first initial step and then slowly incorporating
good habits into our lifestyle, we can effectively integrate healthier
choices without frustration, guilt or intimidation major life changes.
The key is to just start living healthy.
Please note, a schedule of taste tests occurring in communities
throughout O‘ahu is enclosed. For more information, please visit
For more information, contact:
Cynthia Cabot, HHI Education Coordinator
Hawaii State Department of Health
Jay Maddock Ph.D., Principleal Investigator