California Department of Health Services California Latino 5 a Day Campaign In 1998, VPE was retained to manage a multi-year campaign aimed at increasing the awareness among Spanish-dominant Latinos, primarily women with children living at home, of the need to consume 5 servings of fruits and vegetables daily to help reduce the incidence of diet related illness such as heart disease and cancer.  VPE employed a number of tactics to reach Latinos with the campaign messages including participating at festivals and events throughout the state, media relations, developing corporate partnerships, retailer engagement and outreaching to elected officials.