sixth annual social marketing conference of the california nutrition network susan b. foerster,...
TRANSCRIPT
Sixth AnnualSocial Marketing Conference
of the California Nutrition Network
Susan B. Foerster, ChiefCancer Prevention and Nutrition Section
California Department of Health Services
August 5-6, 2003
California Nutrition Network
•“Grow” fruit and vegetable intake to 5 to 9 servings, increasing detectibly by 2003.
•Increase daily physical activity to 30 minutes in adults and 60 minutes in children and teens.
•Increase participation in federal nutrition assistance programs, especially Food Stamps.
• Our audience is Caucasian, Latino and African American families, current or potential participants in the Food Stamp Program.
• The potential population includes 1.5 million households and 3.6 million children at 185% of the Federal Poverty Level.
Social Marketing, as Defined, Works!
California Nutrition Network Definition of Social Marketing
“…The use of commercial marketing approaches to achieve a social goal…
includes the traditional mix of advertising, public relations, promotion, and personal sales, and addsconsumer empowerment, community development,
partnership, media advocacy, and policy-systems-and-environmental change…”
A Multi-Level Campaign Is Needed!
National(5 A Day, Food Stamp Outreach, Team Nutrition,
Changing the Scene, Verb Campaign, etc.)
State(5 a Day, Nutrition Network, CPL, state agencies and organizations)
Regions(Media Markets)
Counties, Cities, School Districts(Local Governments)
Communities
Theory of the Problem
• Inadequate knowledge/belief by consumers
• Not enough promotion/selling of healthy behaviors
• Inadequate access, high environmental barriers
• Inadequate policies in state, local and private sectors
• Inadequate attention by intermediaries• Inadequate resources, understanding of
solutions• Inadequate leadership, infrastructure
for change
Social Marketing Elements Aligned withProgram Evaluation Measures and Additional Activities
Social Structure, Public Policy
Interpersonal, Lifestyle Influences,Primary Prevention
Individual
Institutional and Organizational
Community
personal sales (via materials distribution)consumer empowerment
advertising*, public relations*, partnerships, empowerment (community), community development
*Categorization in the specific sphere depends on how the construct was operationalized
Promotions*Institutional Change
SEM Constructs CPNSActivities/ Measures
Increase fruit & vegetable intakeIncrease physical activityIncrease participation in food assistance programs
K-A-B about diet and activity
reach of retail, schools, faith channels
reach of electronic and print media coverage, progress in community
development or work groups
development of policy platform and educational efforts completed
Policy and systems changes
So, How Is California Doing?
We’re a Work in Progress!
Local Incentive Awards and Special Projects Awards and Growth, by Channel
0
10
20
30
40
50
60
1 2 3 4 5 6 7
Nu
mb
er o
f Pro
gra
ms
Low Resource SchoolDistricts/Schools
Local HealthDepartments
PublicColleges/Universities
County Office ofEducation
Indian TribalOrganizations
Cooperative ExtensionAgencies
Cities
Park & Recreation Departments
First 5 Commissions
$3 $5 $8.5 $16.6 $46 $53.6 $66 Program Year and Funding Level in Millions
Media Impressions and Contacts via State and Local
Social Marketing Activities
2.2 / adult
Data are from SAAR reports and USDA progress reports
0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
3 4 5 6
Program Year
Con
sum
er Im
pres
sion
s
Direct
PR Events
Advertising
54 / adult
4.7 / LI person
5.5/ LI person
Current Levels of Food Insecurity1 and Food Stamp Participation2 in California
8.3%
20.0%
53.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
FoodInsecurity
withHunger
FoodInsecurity
woHunger
FoodStamp
Usage - %Eligible
1 2001 California Health Interview Survey; Percentage of total CHIS population with household income <200% FPL2 Schrim AL, Castner LA; Mathematic Policy Research, 2002
10%
20%
30%
40%
84 86 88 90 92 94 96 98 00
Latino
Black
State
White
Low Income
Change in Consumer Outcomes Physical Inactivity
by Race/Ethnicity
1 Inactive includes those reporting no leisure time activities or exercises such as running, calisthenics, golf, gardening, or walking for exercise in the past 30 days.2 Low income includes those reporting a household income of less than $20,000.Source: California Dept. of Health Services, Cancer Surveillance Section, SRG.
Healthy People 2010 Goal
Percent of Adults
2001
Change in Consumer Outcomes Fruit and Vegetable Trends
by Race/Ethnicity
0
1
2
3
4
5
6
19
89
19
91
19
93
19
95
19
97
19
99
20
01
Years
Se
rvin
gs
of
Fru
its
an
d
Ve
ge
tab
les
White
Latino
Asian/PacificIslander
AfricanAmerican
Change in Consumer Outcomes Fruit and Vegetable Trends
by Income
0
1
2
3
4
5
6
1989
1991
1993
1995
1997
1999
2001
Years
Se
rvin
gs
of
Fru
its
an
d
Ve
ge
tab
les
$50,000+
$35,000-$49,999
$25,000-$34,999
$15,000-$24,999
<$15,000
Change in Consumer OutcomesFruit and Vegetable Trends
by Education Level
0
1
2
3
4
5
6
19
89
19
91
19
93
19
95
19
97
19
99
20
01
Years
Ser
vin
gs
of
Fru
its
and
V
eget
able
sCollegeGrad
SomeCollege
High SchoolGrad
<HighSchool
30%
40%
50%
60%
70%
92 93 94 95 96 97 98 99 00 01 02
Latino
Black
State
White
Asian/Other
Change in Health Outcomes
Rates of Overweight1
1992-2002 by Race/Ethnicity
1 Overweight = BMI of 25 or higher. Based on reported height and weight.Age-adjusted to the 1990 California population.Source: California Dept. of Health Services, Cancer Surveillance Section, SRG.
Healthy People 2010 Goal
Percent of Adults
25%
35%
45%
55%
65%
75%
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01
<HS
HS Grad
>HS
Change in Health Outcomes Rates of Overweight1
1992-2001, by Education Level
1 Overweight = BMI of 25 or higher. Based on reported height and weight.Age-adjusted to the 1990 California population. Data not available for 2000.Source: California Dept. of Health Services, Cancer Surveillance Section, SRG.
Healthy People 2010 Goal
Percent of Adults