1. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Social Marketing and Evaluation ASNNA Winter Conference Arlington, VA February 17, 2010 Dana Goodloe Arizona Nutrition Network

2. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Arizona SNAP-Ed SNAP-Ed is housed in the Arizona Department of Health Services 15 Counties in Arizona 304,059,724 people in Arizona For November 2009, the total SNAP issuance was $128,982,371 with an average per-person allotment of $130.78 A total of 986,276 people received SNAP benefits in November 2009 (an increase of 122,836 people since November 2008) Arizona’s SNAP-Ed Federal Share for FFY 10 is $17,560,519

3. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Objectives Identify types of social marketing (SM) evaluation used in Arizona Identify how SM evaluation effects SM Review steps for developing Go Low Campaign Review steps for developing Champions for Change Brief review of SM studies

4. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona SM Evaluation in Arizona Quantitative Study: Intention to take action Focus Groups: Reviewed concepts and created materials Intercepts: Did you see our spots? Our materials? What did you think? Taking action? Milk Study: What should the message be? Technology Study: Are you connected?

5. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona How Evaluation effects SM Let’s walk through the creative process The campaign is Go Low (fat free low fat milk consumption) The advertising agency has developed six concepts: 1. Help yourself, help your family 2. Health. It is easier than you think 3. It’s like having a helping hand 4. We’re here to help 5. Champions for change 6. Grow a healthy family

6. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Focus Group Test the Concepts Our moms are very literal –Extra arm, twin and mini me were frightening –Bobby B. Well is a cartoon so mom would not even watch the spot if it came on Moms want to feel empowered –Champions for Change is empowering –Mom could be successful

7. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Champions for Change wins! Now to find Arizona Champion moms –Went to SNAP offices with a video crew Interview moms about their habits Identify those that are “Champions” Have a preview of how they would act on camera Time to create the parts –TV spots, radio spots and still photography

8. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Go Low TV Spots Radio Spots Collateral Materials

9. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Adding new campaign to website

10. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Focus Group Go Low What did you think of the spots? –Anything catch your eye? –Good stuff? Not so good stuff? Our focus group had lots of great feedback –Mail out doesn’t say free recipe or coupons inside = trash –Spanish Mom-English mom What do we do next?

11. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona At the same time… New Interim Director at ADHS –Looking to have one common brand for the agency –To this point each program had their own and they were very diverse –Champions for Change was just coming onto the agencies radar

12. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Logo Concepts

13. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Other Studies Creation of Milk Study –Focus Group implied we are out of touch with our moms on this subject –Is our message resonating with moms? –What would be a good approach for our message? Creation of Technology study –Are you connected? How?

14. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Brief review of SM Quantitative Study showed us about readiness to change with SNAP participants Focus group tested concepts and materials Intercepts looked at penetration Specialized studies provide more detailed info (milk study - technology study)

15. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Arizona Nutrition Network Dana Goodloe 150 N. 18 th Ave, Suite 310 Phoenix, AZ 85007-3242 602.364.0354 602.542.1890 fax Goodlod@azdhs.gov