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. 2016 Sep 13;8(9):562.
doi: 10.3390/nu8090562.

Reaching Low-Income Mothers to Improve Family Fruit and Vegetable Intake: Food Hero Social Marketing Campaign-Research Steps, Development and Testing

Lauren N Tobey  1 , Harold F Koenig  2 , Nicole A Brown  3 , Melinda M Manore  4
Affiliations

Reaching Low-Income Mothers to Improve Family Fruit and Vegetable Intake: Food Hero Social Marketing Campaign-Research Steps, Development and Testing

Lauren N Tobey et al. Nutrients. .

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.

Keywords: Supplemental Nutrition Assistance Program (SNAP); audience-centered positive messaging; canned; focus group; frozen; health behavior messages; low-income women; nutrition; social media; survey.

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Conflict of interest statement

The authors declare no conflict of interest. The research protocol followed funder guidelines, but the funding sponsors were not involved in the collection, analyses, or interpretation of data, in the writing of the manuscript, and in the decision to publish the results.

Figures

Figure 1
Figure 1
Food Hero development steps, goals and timeline.
Figure 2
Figure 2
Process for the Design and Testing of Food Hero Logos (Focus Groups 2).
Figure 3
Figure 3
Oregon counties where formative research and pilot campaign were conducted (circled names).
See this image and copyright information in PMC

References

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