A Socio-Ecological Perspective of Social Marketing Campaigns from Province and State to Nation

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1 A Socio-Ecological Perspective of Social Marketing Campaigns from Province and State to Nation Lauren Tobey, MS, RD Maran Subramain, M.A. Jenna Setlakwe, MPH Shailja Mathur, M.S., M.Ed., RDN

2 Food Hero Social Marketing Campaign A Socio-Ecological Perspective Lauren Tobey, MS, RD

3 Food Hero Target Audience Primary: SNAP-Ed eligible Oregon moms who speak English or Spanish and have children under age 18 living in the home Secondary: their children (working on them being promoters and not barriers to healthy eating) Tertiary: Community sites/partners targeting above groups

4 Food Hero Key Theories: Theory (community level) key Food Hero attributes Current Marketing Exchange (individual) create value Social Cognitive (interpersonal) observational learning, self-efficacy, reward positive behaviors, delayed gratification Future being considered, already aspects being used Diffusion of Innovations (community) Social Networking (community) Transtheoretical Model stages of change (individual)

5 Food Hero Campaign Research Goals Behavior: inconspicuously increase vegetable and fruit consumption (forms and total intake) Awareness: campaign messages (Huhman et al., 2008)

6 ABCs of Food Hero Messages Inspire limited income moms, form lasting relationships Primary product: low-cost recipes. Reach multiple community levels through multiple channels Friendly, empowering, actionable.

7 Food Hero Marketing Channels 1. Community Kits* 2. Website* (~60,000 visits monthly, over 200 countries visit annually) 3. Monthly Message* Food Hero Monthly Calendar Social media, daily 4. Media purchased* (Wakefield et al., 2010) web banners grocery: cart ads, shelf talkers, freezer decals, food demos, in store announcements billboards bus shelters and buses movie theater radio *All channels have digital components

8 Food Hero Partnerships: Social-Ecological Approach Partners in all 36 Oregon counties Public, Non-Profit, Private Delivered in collaboration with nearly 200 partners With new SNAP-Ed guidelines, push to expand partnerships/efforts toward Policy, Systems + Environmental work.

9 Source: Institute of Medicine

10 Current Phase Process Evaluation wrapping up summer targeted community hubs elementary school centers Map: campaign schools + grocery stores

11 Food Hero Three Research Phases 1. Formative Phase FFY FFY 2011 Existing literature 6 Focus Groups (n=36), 2 sets Phone surveys (n=2046) Ongoing - formative questions asked in process/outcome Manuscript drafted 2. Process Phase FFY FFY 2014 Surveys: Food Hero Paper/Digital Survey (n=1,395+) Parent Recipe survey (n=2,298) 7 Focus Groups (n=42), 2 sets 3 Focus Groups to be run in fall Outcome Phase Some questions on Food Hero process survey. Designing study for FFY 2015

12 Next Steps Design outcome study once process data fully interpreted Publish formative + process findings Work to include higher levels of the Social Ecological Model (policy, systems, environment) now that it is allowed.

13 Visit Us! Food Hero Monthly

1 2 3 4 Introduction Social Marketing Campaign in MFF Audience, Message, & Socio Ecological Framework Evaluation Future Plans

15 Introduction Social Marketing Campaign in MFF Audience, Message, & Socio Ecological Framework Evaluation Future Plans Picture Credit:

Picture Credit: http://www.bobbiecarlylesculpture.com/selfmademan.

16 Picture Credit: Social Marketing Campaign in Michigan 2006 First Grow Your Kids (GYK) campaign GYK recipe book Parent tip sheet Kids activity sheet Height chart GYK in 52 counties Taste testing 2010 GYK, Food Bank collaboration 60,000 Shopping bags three components: GYK Refrigerator thermometer & door hanger Harvest of the Month Billboards (and some bus signs)

17 Large-scale social marketing campaign (Billboards) Michigan Harvest of the Month (MiHOTM) Schools Grocery Stores

school and preschool Source: http://snap.nal.

18 Grocery Stores Billboards & Bus Signs Schools Mothers with children in elementary school and preschool Source:

19 Billboards 789 billboards and 455 bus signs EOI = 116,948,160 Messages They learn from watching you: Eat more fruits and veggies and they will too They learn from watching you: Be active and your kids will too Displayed: May August, 2013 July and August photos changed - the messages stayed the same

20 Mothers with children in elementary school and preschool Michigan counties with the largest number of SNAP recipients Berrien Calhoun Genesee Ingham Kalamazoo Kent Macomb Muskegon Oakland Saginaw Wayne Washtenaw

21 Map2healthyliving:

25 Photo Credit: Purpose: Estimate the effect of exposure to the social marketing campaign Data Collection Telephone Surveys (N = 919) Findings: Nearly 50% recalled seeing at least one campaign sign; These individuals were significantly (p =.0008) more likely to be thinking about eating more fruits and vegetables; Intend to include more fruits and vegetables than those who were not exposed to the campaign (p=.0043); More likely to be thinking about engaging in regular exercise.

26 Purpose: Estimate the effect of exposure to the social marketing campaign Data Collection: Telephone Surveys (N = 603) Findings: 39% of all survey respondents recalled having seen at least one billboard, bus wrap and/or grocery store display 41% of respondents who reported they were very interested in improving their health had higher recall levels than others (22-28% compared to 14-21%). Photo Credit:

jpg MFF will continue to explore ways of increasing the reach and impact New partnerships in

27 Exposure to MFF s social marketing campaign Greater interest in improving lifestyle Photo credit: MFF will continue to explore ways of increasing the reach and impact New partnerships in 2014: Double Up Food Bucks Gleaners Food Bank Partnership More supporting materials Bus signs vs Bus signs + Billboards

28 EVALUATION SPECIALIST SOCIAL MARKETING & SOCIAL MEDIA SPECIALIST

29 Canada s Nutrition Facts Education Campaign July 1, 2014 Presented by Jenna Setlakwe, MPH Office of Nutrition Policy and Promotion nutrition@hc-sc.gc.ca

30 What is the Nutrition Facts Education Campaign (NFEC)? Background Nutrition labelling became mandatory in Canada for all prepackaged foods on December 12, 2007 SEM Public Policy Jointly launched by Health Canada and Food & Consumer Products of Canada (FCPC) from October Campaign supports labelling policy and regulations SEM Individual Objectives Increase awareness, understanding and proper use of the % Daily Value (% DV), a component in the Nutrition Facts table (NFt) Target Audiences Primary target audience - parents of children aged 2 to 12 Secondary target audience intermediaries 29

31 Key Consumer Messages Making informed food choices can benefit you and your family. Learning to use the % DV is a simple way to help Use the % DV to understand if a product has a little or a lot of a nutrient Use the % DV to compare food products Choose a higher % DV for the nutrients you want more of, like fibre or calcium Choose a lower % DV for the nutrients you want less of, like saturated and trans fat or sodium. 30

32 NFEC Strategic Approach On-pack Promotion 34 FCPC members participated Variety of packaged food products, and product sizes Style guide informational and graphic consistency Point-of-purchase education Web link to direct consumers to more information 31

33 NFEC Strategic Approach - % DV Web Content Landing page for more information! Content: Interactive tools Consumer fact sheet Nutrient-specific information 32

34 NFEC Strategic Approach Media Media buy TV Dilemma Google adwords Radio promotion program Mommy Blogger Webinar Retailers In-store promotions Commercials % DV Fact Sheets Web promotion Health Stakeholders NFEC NGO Toolkit Article templates Facebook and Twitter posts FAQs 33

Key Accomplishments Over 1 billion units of product with the % Daily Value-messaging were available in stores across Canada over the past 3 years.

35 Key Accomplishments Over 1 billion units of product with the % Daily Value-messaging were available in stores across Canada over the past 3 years. The NFEC has created over 160 million media impressions over the 3 years Nearly 2 million visits to Health Canada's % Daily Value web pages over the past 3 years 34

36 Evaluation Campaign currently being independently evaluated by consulting firm Evaluation approach: Began in November 2013 Evidence Literature review Document review (including POR) Media review Survey of FCPC members Key informant interviews Evaluation will present findings, draw conclusions and make recommendations 35

Moving Forward 2014/2015 NFEC next steps Improve the awareness, understanding and proper use of the serving size and % DV on the NFt Continue working with FCPC, and to also work w.

37 Moving Forward 2014/2015 NFEC next steps Improve the awareness, understanding and proper use of the serving size and % DV on the NFt Continue working with FCPC, and to also work w. Retail Council of Canada (RCC), to reach consumers where making their food decisions Working at other levels of SEM In collaboration with Public Health Agency of Canada, supporting an evaluation of two interventions designed to address food retail in lowincome urban Toronto environments Toronto Public Health s healthy corner store interv. Toronto Public Health s Mobile Good Food Market Potential workshop at 2015 Canadian Obesity Summit - Improving availability of nutritious food in retail settings 36

38 Faithfully Fit! The NJ SNAP-Ed Faith-based Initiative Shailja Mathur, M.S., M.Ed., RDN Dept. of Nutritional Sciences

39 Poster Club In June 167 churches received NJ SNAP-Ed posters to post Most request them in both English and Spanish.

40 Online Inspiration

41 Mini-lessons minute nutrition lessons taught repeatedly throughout the day at food pantries.

42 Feast of Faith Lessons Series A series of 6 get-togethers Roughly 2 hours/meeting Involves a faith-leader

43 First we teach a minute nutrition lesson. Feast of Faith

44 Feast of Faith Then we get active, using one of our Walk Indoors! 15 minute DVD walking segments.

45 Feast of Faith Then we cook as a community.

46 Feast of Faith We break bread together and a faith-leader offers a brief message while we eat or do clean-up together.

47 You can get our stuff or learn more by contacting: or

48 Thank you for your time! Questions?

Social Marketing: The Big Picture Sharon Sass and Sue Briody. Health and Wellness for all Arizonans

Social Marketing: The Big Picture Sharon Sass and Sue Briody Focus on You Introduce yourself and tell where you work. Share with the group how many years have you worked in nutrition education. Indicate