Food Stamp Outreach Coalition National Media Campaign Food Stamp Outreach Coalition November 17, 2005 National Media Campaign

2 Outreach Goals Increase participation among eligible people Increase participation among eligible people Promote nutrition assistance and work support program Promote nutrition assistance and work support program Overcome welfare stigma Overcome welfare stigma Benefits with dignity and respect Benefits with dignity and respect Inform where and how to apply Inform where and how to apply

3 FNS Outreach Tools and Resources Pre-screening Tool Pre-screening Tool National FSP Toll free Number National FSP Toll free Number Food Stamp Outreach Coalition Food Stamp Outreach Coalition Photo Gallery – More pictures in fall 2006 Photo Gallery – More pictures in fall 2006 Educational materials Educational materials

4 National Media Campaign Now entering Third Year Now entering Third Year Target Audiences Target Audiences  Elderly  Working Poor  Immigrants (Spanish speaking)

5 Paid Radio Advertising Taglines: Taglines:  English: Eat Right When Money’s Tight  Spanish: Nuestra salud, nuestra fuerza. (Our Health, Our Strength.) Key Messages: Key Messages:  You or someone you know may qualify for nutrition assistance.  We’ve replaced paper stamps with a new card that can help you and your family eat right. Action: Action:  Call national or State toll free number for more information.

6 Advertising Results – Years 1 and 2 National toll free number used in half the advertising sites: National toll free number used in half the advertising sites:  26% of callers request a packet by mail  84% said they found out from radio (year 2)  Immediate jump in calls when advertising starts Percent increase in requests for packets by mail via the national toll free number: Percent increase in requests for packets by mail via the national toll free number:  Year 1: 94%  Year 2: 480%  Combined Average: 259%

7 Other Campaign Activities 2 Tool Kits: 2 Tool Kits:  1 for State and local FSP offices  1 for Community Partners such as Food Banks, and Community and Faith-Based Organizations Materials In Both Tool Kits: Materials In Both Tool Kits:  Informational/Motivational DVD: “Community Hunger Champions: Helping People Eat Right When Money’s Tight”  DVDs with FSP informational materials

8 Other Campaign Activities Q: What is the difference between the two tool kits? Q: What is the difference between the two tool kits? A: The community tool kit contains a “how to do” A: The community tool kit contains a “how to do” Media Outreach section but the State/local tool kit does not. Media Outreach section but the State/local tool kit does not. Let’s Preview the Tool Kits!

9 Other Campaign Activities Train-the-Trainer Sessions: Train-the-Trainer Sessions:  Pilot session to be held here  One session allocated for each FNS regional office  Sessions to be scheduled after tool kits are final  Video will be available to those who cannot attend

Paid Radio Buys English and Spanish advertising English and Spanish advertising  New radio productions Working with FH now to select locations Working with FH now to select locations Radio buy schedule (tentative): Radio buy schedule (tentative):  March/April 2006  July/August 2006

11 Public Service Announcements Radio Radio  English:  Soon: 3 more English radio PSAs  Soon: 2 Spanish radio PSAs Television PSA Television PSA  30 sec English and Spanish PSA developed by FSP grantee in California.  USDA made minor changes to make it national for use on TV or in retail stores.

12 Focus Groups in 2006 Participants will discuss: Participants will discuss:  New names for the FSP  2 new Spanish TV Public Service Announcements  FSP Messages

13 Hunger Champions Video Developing the video was a team effort! Developing the video was a team effort!  Thank you to those who appear on camera.  Thank you to those who provided information during the script research phase.