Progress 01/01/11 to 12/31/11
Outputs
OUTPUTS: The overall goal was to develop a multi-faceted campaign, based on social marketing principles that will lead to a reduced intake of sugar-sweetened beverages (SSB) among children participating in or eligible for the Supplemental Nutrition Assistance Program (SNAP). Consistent with this goal, this year's activities involved formative research (aka: formative evaluation). The objectives were as follows: 1) Conduct a situational analysis, 2) Develop a marketing strategy, 3) Construct an evaluation plan, and 4) Create partnerships with community-based organizations and programs. In FY 2011 a comprehensive review of the scholarly literature regarding SSB was conducted. This was complemented by discussions with stakeholders. This led us to determine that our initial efforts would be directed at parents/caregivers of young school age children (age 6-12). The literature was used to develop several behavioral objectives that relate to limiting the availability of SSB in the household. This will be accomplished through a direct mail campaign to SNAP households with young children. An exhaustive internet search revealed that existing materials for such an intervention did not exist. Methods for conducting formative, process and impact evaluation of the direct mail campaign were developed. Regarding the latter, a randomized post-test only control group design will be employed. Existing measures will be adapted for this purpose. The Glenn Group, an award winning advertising agency located in Reno, NV, has agreed to assist with the design, tone, and artwork of the mail intervention materials. PARTICIPANTS: Jamie Benedict, Ph.D., R.D.: As PI, Dr. Benedict was responsible for planning and directing all activities including the review of literature, discussion with stakeholders, and development of the marketing strategy and evaluation plan. Patricia Freed, M.P.H., R.D. (Co-investigator)was instrumental in identifying and summarizing relevant literature, contacting stakeholders, and planning formative research activities. Opportunities were also provided for an undergraduate and graduate student to gain research experience. Their efforts will be significant in FY 2012. Personnel from the Community Service Agency's Head Start Program and the University of Nevada Reno's Early Head Start Program helped to plan and recruit participants for focus groups. The Glenn Group, a statewide marketing, advertising and public relations firm agreed to become a partner and will contribute their expertise to the tone, design and appearance of the campaign materials. Lastly, nutrition professionals of the Nevada Division of Welfare and Support Services provided expertise and assistance with regard to the development of the marketing strategy. TARGET AUDIENCES: This campaign, once implemented, will benefit SNAP households in Washoe County, Nevada that include young, school-age children. PROJECT MODIFICATIONS: Multiple attempts to conduct focus groups with members of the target audience were unsuccessful. Thus, additional funds were sought to provide a more effective incentive. These focus groups will be conducted in FY 2012.
Impacts
Concerns about children's intake of sugar-sweetened beverages (SSB) are common among stakeholders. Based on our formative research, limiting the availability of SSB within the household appears to be a feasible way to influence young children's intake. A previous survey of SNAP households in Washoe County suggests that many parents would like to be reached at home via mail. Therefore, it was concluded that our initial efforts will involve a direct mail campaign to SNAP households that include children between the ages of 6 and 12. Additional attempts will be made to gain input from members of the target audience through focus groups. We also plan to explore the role of primary health care providers in our overall campaign to reduce SSB intake.
Publications
- No publications reported this period
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