​​Research data shows that the Negev residents consume more fats, white bread and calories. The Ministry of Health, in collaboration with the Unit of Health Promotion and Disease Prevention, developed a special campaign for healthier nutrition in the Negev.

The campaign involved distributing healthy messages through the local radio station, bill boards, posters and pamphlets and in entertainment shows in big shopping centers. The campaign's main objectives were to decrease the consumption of fats and to increase the consumption of fruits and vegetable.

The campaign reached 41% of Beer-Sheba residents. As a result of the campaign, 22% of those who were exposed to it, reported that they intended to change some of their dietary habits in accordance with the campaign messages, 10% reported that they actually changed their dietary habits and 50% requested more information about healthy nutrition.​