Social Marketing Campaign. Nutrition Network Campaign Partners Iowa Department of Public Health Iowa Department of Education Iowa State University Extension.

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Presentation transcript:

Social Marketing Campaign

Nutrition Network Campaign Partners Iowa Department of Public Health Iowa Department of Education Iowa State University Extension Iowa Department of Human Services Commodity Groups (5 A Day)

Focus Group Research (mothers, fathers, childcare providers)  Already have strong positive attitudes toward fruits and vegetables.  Value of health behavior is immediate. No mention of chronic disease risk. Cost was not a major issue in purchasing.

Focus Group Research  Mothers and childcare providers think good health is time consuming. Fathers think it’s a matter of personal attitude.  Children more readily accept food with which they have had personal involvement. Don’t feel able to adopt recommended behaviors (frt/veg and physical activity).

 Commonly liked vegetables include carrots, celery, corn and potatoes.  Prefer fresh fruits and vegetables.  Prefer messages that offer a clear idea of what to do and how to do it. Focus Group Research  Healthful snacks must be easy, simple, and require little time or no time investment.

Nutrition Education Campaign Guidelines ( developed by network partners) Message: Choose fruits and vegetables as snacks Community decides how to use campaign Low cost Adaptable to multiple programs Key graphics provided on CD-ROM Support communities with “extras”

Revised Logo

Graphics

Goal: Increase consumption of fruits and vegetables among Iowa children and their families.

Target audiences: Children are the primary audience. Parents and childcare providers are secondary audiences.

Campaign Design  Logo  Posters  Bookmarks  Certificates  BINGO cards  Recipe cards  In-store signage  Retail videos  Billboards/bus  Radio  Newspaper  Print ads

Book Marks

Certificates

Multi-Channel Intervention in Two Iowa Communities

Quad Cities Thrifty Nickel Waterloo Hometowner

First Lady, Christy Vilsack

Starfish Stretch Demonstration

Classroom lessons Classroom Lessons

Classroom lessons

In 2006 more emphasis will be given to physical activity.

*p<.01 Percent of Students Who Recognized Logos in 2005 (grades 3,5)

Example of Attitudinal Scale for Snack Items (grade one)

Comparison of Attitudes (grade one)  Attitudes significantly improved for 10 fruits and vegetables ( p<.05 )  Attitudes significantly declined for 6 snack foods: ice cream, cookie, donut, soda, candy and fries ( p<.05 )  No other snack foods improved significantly (i.e. milk, sandwich)

Attitude Pre-Post (grade two) I like to eat fruit and vegetable snacks. prepost almost always42%49% sometimes43%43% almost never14% 7% (p<.05)

Comparison of Self-Efficacy Pre - Post, Grade Two How sure are you that you can fix fruits and vegetables to eat as a snack at home? prepost very sure49%65% sure23%19% not sure28%15% (p<.001)

Classroom lessons Older Adults

Pilot Intervention - Goal 1  Move children towards the healthy lifestyle behaviors of eating more fruits and vegetables daily to meet the recommendations from the 2005 Dietary Guidelines for Americans.

Pilot Intervention - Goal 2  Move children towards being physically active 60 minutes per day.

Pilot Intervention – Long Term Objective  Develop a model program that will support and sustain the healthy lifestyle behaviors of eating more fruits and vegetables daily and being physically active 60 minutes per day that can be replicated in other communities.

Pilot School Selection Criteria  Previous applicant for the Fruit and Vegetable (Pilot) Program in either 2002 or 2004  Population range of 2,000 to 11,000 (categorized by Beale Codes as non-metropolitan)

Pilot School Selection Criteria  3rd, 4th and 5th grade students in the same building with a minimum of 23 students in each grade level.  School residing in a small town that is served by a local newspaper and a grocery store with fresh produce options.

Pilot School Selection Criteria  Located in a county that identified overweight, obesity, nutrition, physical activity and/or other healthy lifestyle as a priority in the Community Health Needs Assessment and Health Improvement Plan completed in the spring of 2005.

County Community Health Needs Assessments and Health Improvement Planning

GROUP A 3 schools GROUP B 3 schools GROUP C 3 schools GROUP D 3 schools school year Fruit and Vegetable Program Fruit and Vegetable Program PLUS IDPH school and community program IDPH school and community program No formal program school year Fruit and Vegetable Program Fruit and Vegetable Program PLUS IDPH school and community program IDPH school and community program No formal program

school year IDPH school and community program No formal program Fruit and Vegetable Program Fruit and Vegetable Program PLUS IDPH school and community program school year IDPH school and community program No formal program Fruit and Vegetable Program Fruit and Vegetable Program PLUS IDPH school and community program GROUP A 3 schools GROUP B 3 schools GROUP C 3 schools GROUP D 3 schools

SchoolCity CountyGroup Assignment Clarksville ElementaryClarksville ButlerGroup A Gehlen Catholic SchoolLeMars PlymouthGroup A Lincoln CenterAlbia MonroeGroup A Lincoln ElementarySpencer ClayGroup B Montezuma ElementaryMontezuma PoweshiekGroup B Wings Park ElementaryOelwein FayetteGroup B Colfax-Mingo ElementaryColfax JasperGroup C Franklin ElementaryBoone Group C Pochahontas ElementaryPochahontas Group C Central Lyon ElementaryRock Rapids LyonGroup D Mediapolis ElementaryMediapolis Des MoinesGroup D St. Mary's SchoolManchester DelawareGroup D

School to Home Initiative  Family kick-off night  Newsletters – Pick a better snack on the Go  Activity Gram – report to parents

School Environment  IDPH - Provide staff to conduct an assessment of the school health environment.  School - Assist with the completion of the school health environmental assessment.

Kick Off Event, Tasting & PA  Provide $1,000 start-up funds for kick off event, food tasting, and physical activity opportunities  Conduct a kick off event of the public health nutrition and physical activity program

Trainings  Pick a better snack™ & ACT curriculum  Fruits and Vegetables Galore  Fitness Gram and Activity Gram

School Support  Pick a better snack™ & ACT monthly BINGO cards and incentives  Stickers, tattoos, posters, bookmarks, and other supportive materials.  Technical assistance  Monthly newsletters

Community Initiative  Expansion of the County Health Coalition to plan, assist in securing funding, and implement 1) a community-sponsored physical activity program (not during school hours) and 2) a Restaurant Initiative.

Community  Conduct a community forum with school and community leaders and students to determine community strategies that will support the public health initiative.  Conduct an assessment of the community health environment.

Community Support  Assist community with recruitment of Lighten Up Iowa teams.  Provide weekly articles to local newspapers and other organizations for their newsletters.

Community Support  Provide billboards in the community to support nutrition and physical activity messages.  Provide Pick a better snack™ promotional materials to grocery store(s) and businesses in the community.