Focus on Fruits and Vegetables for Low-Income Families: Framework for the Food Hero Social Marketing Campaign in Oregon
Journal of the American Dietetic Association Volume 111, Issue 9, Supplement, September 2011, Pages A12
Learning Outcome
Describe why multiple research methods and categories of outcome measures in social marketing needs assessments are important.
Background
Less than one third of Oregonians consume the recommended daily servings of fruits and vegetables. The research objective was to develop a social marketing campaign that would increase fruit and vegetable intake of low-income Oregonians.
Methods
The framework for the campaign was based on a formative needs assessment using four focus groups in two counties (n=25) and phone surveys in five counties (n=1486). Outcome measures fell into three categories: fruits and vegetables; shopping and meal preparation; and communication. Participants were Supplemental Nutrition Assistance Program (SNAP) recipients, primary shoppers in their homes, and had children living at home <18y.
Results
Most respondents were females (86.4%) who rarely (46.2%) received help preparing dinner. Respondents wanted information about healthy food choices from the internet (46.7%). This was more so with adults <35y and less in single adult households. Respondents found useful cooking tips and ideas from the internet (28%) and friends and family (25%). These results molded the campaign framework. Food Hero was designed as a multichannel campaign with foodhero.org as the primary channel. All channels incorporate social networking. The target audience is SNAP-eligible moms <35y with children living at home.
Conclusion
Researchers found low-income moms do have Internet access and want to learn about healthy eating online. However, to reach single-adult households and older parents other communication channels may be useful. Implications for practice include the importance of thorough needs assessments in social marketing and that the Internet can be an effective health education channel amongst limited income populations.
Funding Disclosure
USDA SNAP-Ed and EFNEP
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