Limits...
Reaching Low-Income Mothers to Improve Family Fruit and Vegetable Intake: Food Hero Social Marketing Campaign — Research Steps, Development and Testing

View Article: PubMed Central - PubMed

ABSTRACT

The objective of this study was to create/test a social marketing campaign to increase fruit/vegetable (FV) intake within Oregon Supplemental Nutrition Assistance Program (SNAP) eligible families. Focus groups (n = 2) and pre/post campaign phone surveys (n = 2082) were conducted in intervention counties (IC) and one control county. Participants were female (86%–100%) with 1–2 children at home. Mean FV intake/without juice was 3.1 servings/day; >50% preferred the Internet for delivery of healthy eating information. Participants reported time/financial burdens, low household FV variety and desirability of frozen/canned FV, and acceptance of positive messages. A Food Hero (FH) campaign was created/delivered daily August–October 2009 to mothers through multiple channels (e.g., grocery stores, online, educators). Results showed that the IC had better FH name recall (12%) and interpretation of intended messages (60%) vs. control (3%, 23%, respectively). Compared to controls, the IC were less likely to report healthy food preparation as time consuming or a FV rich diet expensive, and it was easier to get their family to eat fruit. Results did not vary based on county/household characteristics. The FH campaign increased FH awareness and positive FV beliefs. A longer campaign with FV assessments will increase understanding of the target audience, and allow for campaign refinement.

No MeSH data available.


Oregon counties where formative research and pilot campaign were conducted (circled names).
© Copyright Policy
Related In: Results  -  Collection

License
getmorefigures.php?uid=PMC5037547&req=5

nutrients-08-00562-f003: Oregon counties where formative research and pilot campaign were conducted (circled names).

Mentions: From Oregon’s 36 counties, four (rural = 2; metropolitan = 2) were selected for data collection and to receive the Food Hero campaign (Figure 3). Inclusion criteria for all groups included current SNAP-Ed series of adult/family classes at multiple sites, availability of multiple media buy options, adequate population base for data collection, and SNAP staff available for assistance. Due to cost constraints, only one control county (Benton) was selected for PS-2 data collection because it had qualities of Oregon’s rural and metropolitan counties (i.e., mid-sized population, ethnic diversity, away from a major highway). Benton county residents were also less likely to see Food Hero campaign billboards because it is located off Oregon’s only major highway.


Reaching Low-Income Mothers to Improve Family Fruit and Vegetable Intake: Food Hero Social Marketing Campaign — Research Steps, Development and Testing
Oregon counties where formative research and pilot campaign were conducted (circled names).
© Copyright Policy
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC5037547&req=5

nutrients-08-00562-f003: Oregon counties where formative research and pilot campaign were conducted (circled names).
Mentions: From Oregon’s 36 counties, four (rural = 2; metropolitan = 2) were selected for data collection and to receive the Food Hero campaign (Figure 3). Inclusion criteria for all groups included current SNAP-Ed series of adult/family classes at multiple sites, availability of multiple media buy options, adequate population base for data collection, and SNAP staff available for assistance. Due to cost constraints, only one control county (Benton) was selected for PS-2 data collection because it had qualities of Oregon’s rural and metropolitan counties (i.e., mid-sized population, ethnic diversity, away from a major highway). Benton county residents were also less likely to see Food Hero campaign billboards because it is located off Oregon’s only major highway.

View Article: PubMed Central - PubMed

ABSTRACT

The objective of this study was to create/test a social marketing campaign to increase fruit/vegetable (FV) intake within Oregon Supplemental Nutrition Assistance Program (SNAP) eligible families. Focus groups (n = 2) and pre/post campaign phone surveys (n = 2082) were conducted in intervention counties (IC) and one control county. Participants were female (86%–100%) with 1–2 children at home. Mean FV intake/without juice was 3.1 servings/day; >50% preferred the Internet for delivery of healthy eating information. Participants reported time/financial burdens, low household FV variety and desirability of frozen/canned FV, and acceptance of positive messages. A Food Hero (FH) campaign was created/delivered daily August–October 2009 to mothers through multiple channels (e.g., grocery stores, online, educators). Results showed that the IC had better FH name recall (12%) and interpretation of intended messages (60%) vs. control (3%, 23%, respectively). Compared to controls, the IC were less likely to report healthy food preparation as time consuming or a FV rich diet expensive, and it was easier to get their family to eat fruit. Results did not vary based on county/household characteristics. The FH campaign increased FH awareness and positive FV beliefs. A longer campaign with FV assessments will increase understanding of the target audience, and allow for campaign refinement.

No MeSH data available.