Social Marketing Health Equity Campaigns: Cultural Considerations. Presentation By: Amy DeLisio MPH, RD Program Director I Public Health Institute

Transcription

1 Social Marketing Health Equity Campaigns: Cultural Considerations Presentation By: Amy DeLisio MPH, RD Program Director I Public Health Institute

2 SNAP-Ed Funding Nutrition Education Obesity Prevention program funded through the United States Department of Agriculture (USDA) through the Supplemental Nutrition Assistance Program (SNAP) Targets people living at or below 185% of the federal poverty level Recipients and potentially eligible Women and children primary focus

3 SNAP-Ed Funding Major Program Changes in the Healthy Hunger Free Act of 2010 From a Match to a Grant Program Funding tied to SNAP (CalFresh) participation rates California will see a decline in SNAP-Ed funding through FFY 2018 Policy, Systems and Environmental Changes Stronger emphasis on physical activity interventions More focus on the environment

4 SNAP-Ed in California Five Implementing Agencies California Department of Social Services (CDSS) California Department of Public Health (CDPH) California Department of Food and Agriculture (CDFA) California Department of Aging (CDA) University of California CalFresh Nutrition Education Program (UC CalFresh)

5 CDPH: Nutrition Education Obesity Prevention Branch Formerly the Network for a Healthy California Public Health Institute has competed and contracted to do all of the social marketing campaigns and programs and other specialized services since 1997 New Statewide Infrastructure Model for Program Implementation in FFY 2014 and beyond: Local Health Departments are the local lead agencies Localized fund distribution Training and Resource Centers Seven Centers statewide Training and technical support

6 Cultural Diversity in California 2012 Census Data 2012 estimated total population approximately 38 million people living in California: White 39.4% Hispanic or Latino 38.2% Asian 13.9% Black or African American 6.6% Two or More Races, percent 3.6% American Indian and Alaska Native 1.7%

7 California Poverty Statistics Population at or below 185% poverty level: Hispanic or Latino 55.3% White 25% Asian 9.7% Black or African American 7.2% Two or more Races 1.7% American Indian/Alaskan Native 0.5%

8 California Statistics Poverty 15.3% of the total population below the federal poverty level (FPL) Food Insecurity Rates 17.4% overall 27.3% children

9 What is Social Marketing? The use of marketing principles and techniques to influence voluntary behavior change for the benefit of individuals, groups, and society as a whole. The application of commercial marketing tools (advertising, PR, promotion and education) combined with public health approaches (consumer empowerment, community development, public/private partnerships, and policy-systems-and-environmental change) to change population norms and behaviors.

10 5 Keys of Social Marketing Audience Orientation Audience Segmentation Focus on Behavior Competition Exchange

11 Audience Orientation: Starts and Ends with the Audience

12 Audience Segmentation It doesn t reach everyone! Segment By: Demographics Geography Psychographics Behavior

13 Behavior-Focused Increase awareness Knowledge Skills Attitudes End goal is to change behavior

14 Competition What behaviors are competing with the desired behavior?

15 Exchange It s About Exchange, not Coercion Audience is offered meaningful benefits in exchange for adopting the desired behavior Marketer Value Target Audience

16 Marketing Mix the 4 P s Product Price Place Promotion Partnerships Policy

17 Consider the Market Holistically The Social Ecological Model (SEM) is used as the framework for the Network s Social Marketing Campaigns and Programs

18 Social Marketing Approach Research and Development Evaluation Testing and Piloting Rollout Revision

19 The Latino Campaign 55% of Latinos are at or below 185% of the federal poverty level Latinos are more food insecure than any other group in California 57% of CalFresh recipients are Hispanic/Latino 60% of Latino children live below 200% of the Federal Poverty level The Latino Campaign started 15 years ago

20 The Latino Campaign The Latino Campaign, is a social marketing campaign that targets low income Latino adults in California, Spanish and English speaking, to increase fruit and vegetable consumption and physical activity using an empowerment platform. Educational materials are trans-adapted and culturally tailored using low literacy principles

21 The Latino Campaign Where do we reach Latinos? Retail locations Fairs and festivals Farmer s markets Health service providers (clinics) Agricultural Worksites Migrant Health Centers/Headstarts WIC

22 The Latino Campaign Cultural approaches: Teatro Telenovella Targeted behaviors: Reduce sugar sweetened beverages Promote healthy breakfast Traditional foods prepared in a healthy way

23 Tested Targeted Resources

24 Culturally-Tested Recipes

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27 The Latino Campaign Texting Pilot Majority of subscribers were % of subscribers were Key messages included: Make half your plate fruits and vegetables. Be active for 30 minutes a day, most days. Limit sugary drinks. Enjoy water, low-fat, and fat free milk instead.

28 Mass Media

29 The African American Campaign African Americans represent 6.6% of the population in California That is about 2.2 million About 20% of African Americans living in California are CalFresh Recipients African Americans suffer disproportionately from chronic diseases The African American Campaign started 10 years ago

30 The African American Campaign Identifies best ways to communicate, educate and motivate healthy eating and physical activity in African American communities Increases community-wide knowledge of the relationship between diet, regular physical activity, and chronic disease prevention Empowers African American women, mostly mothers, to increase consumption of fruits and vegetables and increase physical activity

31 The African American Campaign Where do we reach African Americans? Churches African-Americans are markedly more religious on a variety of measures than the U.S. population as a whole 87% report affiliation to a religious group Community Events Retail Stores Source: U.S. Religious Landscape Survey, conducted in 2007 by the Pew Research Center's Forum on Religion & Public Life.

32 The African American Campaign: Beauty Salon Pilot Research shows that an African American women s hairstyles can be a barrier to getting physical activity Place to feel pampered and beautiful, as well as a place to vent, where frank talk from politics to whose hair is (or isn t) real is on the table. Historically speaking, these spaces have been seen not only as safe hair havens, but also safe platforms for candid talk about everything from race to relationships Our intervention includes technology componentstexting, blogging and twitter

33 Targeted Resources

34 Culturally-Tested Recipes Traditional recipes made in a more healthy way Field tested with the target audience Common and low cost ingredients Used for food demonstrations at events and in retail environments

35 Culturally-Tested Recipes

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37 Mass Media

38 New Campaign pilots: Asian American Campaign Launched in FFY 2014 Core resources and messaging being adapted and developed with trusted community partners Three Sub-Groups chosen based on: % of Population Poverty levels Obesity rates

39 Asian American Campaign: Chinese Largest Asian Group living in California 23% living at or below the 185% poverty level in California Large populations in San Francisco and Los Angeles Counties Cultural Considerations: Chinese Project in San Francisco is a our community partner Identifies traditional foods and cultural practices that contribute to health and wellness Combines East and West nutrition concepts

40 Asian American Campaign: Chinese Potential areas to target: Sugar sweetened beverages The misconception that formula is better than breastfeeding Traditional exercises

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42 Asian American Campaign: Hmong Hmong is the Asian group with the highest poverty levels living in California 65% are at or below the federal poverty level Large populations in Sacramento and Fresno counties Cultural Considerations: First Hmong written languages in the 1950s Visual Teachings: Picture and food models Males have historically been the family decision makers

43 Asian American Campaign: Hmong Target Traditional diets and lifestyles: Garden (also a form of physical activity) Fresh vegetables Breastfeeding Most US born Hmong women do not breastfeed

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45 Asian American Campaign: Vietnamese Largest Group of Asian Consumers enrolled in CalFresh 32% at or below 185% of the federal poverty level Largest populations found in Orange and Santa Clara counties Cultural Considerations: Target the parents Decision makers May be taking care of children and grandparents

46 Asian American Campaign: Vietnamese Cultural Considerations Encourage traditional foods and meals Encourage gardening Dance

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48 New Campaigns: American Indian/Alaskan Native American Indians and Alaska Natives suffer disproportionately from the burden of chronic disease 109 Federally Recognized Tribes in California Over 35% of AIAN in California are overweight Nearly 39% of AIAN in California are obese Currently working through local Native Health Centers and trusted partners to test and adapt materials Cultural Considerations: Promotion of traditional foods and dance Allow storytelling and sharing Be respectful

49 New Campaigns: American Indian/Alaskan Native Cultural Considerations: Promotion of traditional foods and dance Allow storytelling and sharing Honor elders Be respectful

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52 Campaigns, Programs and Initiatives Worksite Program Updated Resources and tools Retail Program Promotional and marketing materials Includes retailers, farmers markets and restaurant Physical Activity Program Working on strategic plan

53 Campaigns, Programs and Initiatives Harvest of the Month Farm to Fork initiatives Rethink your Drink Potter the Otter Child and Youth Programs Power Play! (4 th and 5 th graders) School, afterschool and summer meals Youth Engagement Projects

54 Partnering Opportunities with SNAP-Ed in California Local Health Departments County Nutrition Action Plans (CNAPs) Resource Sharing Referrals Seven Training and Resource Centers Coalitions Free or low-cost trainings

55 Partnering Opportunities with SNAP-Ed in California Early Childhood Partnerships Rethink your Drink Harvest of the Month/Farm to Preschool Physical Activity Champion Physicians Project Policy, Systems and Environmental Change Initiatives Community engagement at WIC Clinics Common Causes

56 Contact Information AmyDelisio Program Director