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Method: - Intensive social marketing (advertising) - Promotion within the community - Recipe menus for school and family meals - “Ivy Gourd Man” promotion and exposure - All levels of the community involved Result: - Increased use & consumption of vitamin A rich foods,use of fats/oils in the preparation of ivy gourd - Decreased prevalence of night blindness - No change in serum retinol levels (may be due to technical problems) - Drawback: program could not be sustained Readings: Smitasiri et al. Participatory action for nutrition education: social marketing vitamin A-rich foods in Thailand. Ecol Food Nutr 1992:28;199-210.