title: Reaching Low-Income Mothers to Improve Family Fruit and Vegetable Intake: Food Hero Social Marketing Campaign-Research Steps, Development and Testing.
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.
authors.affiliation: Extension Family and Community Health, College of Public Health and Human Sciences, Oregon State University, 106 Ballard Hall, Corvallis, OR 97331, USA. lauren.tobey@oregonstate.edu.
authors.forename: Lauren N
authors.initials: LN
authors.lastname: Tobey
authors.affiliation: College of Business, Oregon State University, 474 Austin Hall, Corvallis, OR 97331, USA. koenig@bus.oregonstate.edu.
authors.forename: Harold F
authors.initials: HF
authors.lastname: Koenig
authors.affiliation: College of Business, Oregon State University, 474 Austin Hall, Corvallis, OR 97331, USA. nicole.brown@bus.oregonstate.edu.
authors.forename: Nicole A
authors.initials: NA
authors.lastname: Brown
authors.affiliation: School of Biological and Population Health Sciences, College of Public Health and Human Sciences, Oregon State University, 103 Milam Hall, Corvallis, OR 97331, USA. melinda.manore@oregonstate.edu.
authors.forename: Melinda M
authors.initials: MM
authors.lastname: Manore
mesh_terms: D004032:Diet; D004034:Diet Surveys; D005190:Family; D005260:Female; D017144:Focus Groups; D005638:Fruit; D006801:Humans; D008402:Mass Media; D009753:Nutritive Value; D009922:Oregon; D010865:Pilot Projects; D011203:Poverty; D040241:Social Marketing; D013689:Telephone; D014675:Vegetables
keywords: Supplemental Nutrition Assistance Program (SNAP); audience-centered positive messaging; canned; focus group; frozen; health behavior messages; low-income women; nutrition; social media; survey