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Social Marketing Campaign

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).

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Social Marketing Campaign

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  1. Social Marketing Campaign

  2. 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)

  3. 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.

  4. Focus Group Research • Don’t feel able to adopt recommended • behaviors (frt/veg and physical activity). • 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.

  5. Focus Group Research • 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. • Healthful snacks must be easy, simple, and require little time or no time investment.

  6. 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”

  7. Revised Logo

  8. Graphics

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

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

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

  12. Book Marks

  13. Certificates

  14. Multi-Channel Intervention in Two Iowa Communities

  15. Quad Cities Thrifty Nickel Waterloo Hometowner

  16. First Lady, Christy Vilsack

  17. Starfish Stretch Demonstration

  18. Classroom Lessons Classroom lessons

  19. Classroom lessons

  20. Classroom lessons

  21. In 2006 more emphasis will be given to physical activity.

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

  23. Example of Attitudinal Scale for Snack Items (grade one)

  24. 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)

  25. Attitude Pre-Post (grade two) I like to eat fruit and vegetable snacks. pre post almost always 42% 49% sometimes 43% 43% almost never 14% 7% (p<.05)

  26. Comparison of Self-EfficacyPre - Post, Grade Two How sure are you that you can fix fruits and vegetables to eat as a snack at home? pre post very sure 49% 65% sure 23% 19% not sure 28% 15% (p<.001)

  27. Older Adults Classroom lessons

  28. www.idph.state.ia.us/pickabettersnack

  29. 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.

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

  31. 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.

  32. 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)

  33. 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.

  34. 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.

  35. County Community Health Needs Assessments and Health Improvement Planning http://www.idph.state.ia.us/chnahip/reports_2005.asp

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