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Megan Olesen

Document Type

Thesis - University Access Only

Award Date


Degree Name

Master of Science (MS)


Health and Nutritional Sciences

First Advisor

Kendra Kattelmann


Objective: To determine the acceptability of using the South Dakota State University (SDSU) Jackrabbit mascot as a marketing tool to promote fruit and vegetable (FV) consumption and physical activity (PA) among fourth grade students. Methods: Nutrition faculty and students cooperated with collegiate graphic design students to develop eight posters that featured the SDSU Jackrabbit mascot and slogans promoting FV intake and PA. The Jumpin' Jacks campaign included prominently displayed posters in common areas of the school, nutrition and physical activity lesson, and a visit from the Jackrabbit mascot. Results: In-depth interviews querying student ability to communicate understanding and recall (aided/unaided) of the social marketing materials and messages were conducted at post-assessment with 132 students. High understanding (87.8%) was found among the students; and approximately one-third of the students were able to recall unaided the Jumpin' Jacks messages and posters. Conclusions and Implications: Students interviewed were aware of the campaign and the messages promoted by the Jackrabbit Mascot. Students were able to recognize the mascot and associate the messages with appropriate healthy behavior. An example of a common interview response from the students was "Jumpin' Jacks encourages you to eat good food and go outside and have fun exercising".

Library of Congress Subject Headings

Children -- Nutrition -- Study and teaching (Elementary) -- South Dakota
Exercise for children -- Study and teaching (Elementary) -- South Dakota
Advertising characters
Social marketing
Advertising campaigns
Health behavior


Includes bibliographical references (pages 16-18)



Number of Pages



South Dakota State University


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