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) 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.

Focus Group Research

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.

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

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.

Focus Group Research

Healthful snacks must be easy, simple, and require little time or no time investment.

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”

Revised Logo

Graphics

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

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

Campaign Design Logo Posters Bookmarks Certificates BINGO cards Recipe cards

In-store signage

Retail videos Billboards/bus Radio Newspaper Print ads

Book Marks

Certificates

Multi-Channel Intervention in Two Iowa

Communities

Quad Cities Thrifty Nickel

Waterloo Hometowner

First Lady, Christy Vilsack

Starfish Stretch Demonstration

Classroom lessons

Classroom

Lessons

Classroom lessons

Classroom lessons

In 2006 more emphasis will be given to physical activity.

2 12 4

8 0

9 0

5 8

7 7 7 4

9 6

0

1 0

2 0

3 0

4 0

5 0

6 0

7 0

8 0

9 0

1 0 0

B o b b y B 5 A D a y * P A B Sp o s t e r *

P A B S l o g o *

p r e

p o s t

*p< .01

Percent of Students Who Recognized Logos in 2005

(grades 3,5)

Example of Attitudinal Scale for Snack Items (grade one)

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)

Attitude Pre-Post

(grade two)

I like to eat fruit and vegetable snacks.

pre postalmost always 42% 49%sometimes 43% 43%almost never 14% 7%

(p<.05)

Comparison of Self-Efficacy

Pre - Post, Grade TwoHow sure are you that you can fix fruits and vegetables to eat as a snack at home?

pre postvery sure 49% 65%sure 23% 19%not sure 28% 15%

(p<.001)

Classroom lessons

Older Adult

s

www.idph.state.ia.us/pickabettersnack

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.

Pilot Intervention - Goal 2

Move children towards being physically active 60 minutes per day.

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.

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)

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.

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.

http://www.idph.state.ia.us/chnahip/reports_2005.asp

County Community Health Needs Assessments and

Health Improvement Planning

GROUP A3 schools

GROUP B3 schools

GROUP C3 schools

GROUP D3 schools

2005-2006 school year

Fruit and Vegetable Program

Fruit and Vegetable Program

PLUS IDPH school and community

program

IDPH school and community program

No formal program

2006-2007 school year

Fruit and Vegetable Program

Fruit and Vegetable Program

PLUS IDPH school and community

program

IDPH school and

community program

No formal program

2007-2008 school year

IDPH school and

community program

No formal program

Fruit and Vegetable Program

Fruit and Vegetable

Program PLUS IDPH school and

community program

2008-2009 school year

IDPH school and

community program

No formal program

Fruit and Vegetable Program

Fruit and Vegetable

Program PLUS IDPH school and

community program

GROUP A3 schools

GROUP B3 schools

GROUP C3 schools

GROUP D3 schools

School CityCounty Group Assignment

Clarksville Elementary ClarksvilleButler Group A

Gehlen Catholic School LeMarsPlymouth Group A

Lincoln Center AlbiaMonroe Group A

Lincoln Elementary SpencerClay Group B

Montezuma Elementary MontezumaPoweshiek Group B

Wings Park Elementary OelweinFayette Group B

Colfax-Mingo Elementary ColfaxJasper Group C

Franklin Elementary BooneBoone Group C

Pochahontas Elementary PochahontasPochahontas Group C

Central Lyon Elementary Rock RapidsLyon Group D

Mediapolis Elementary MediapolisDes Moines Group D

St. Mary's School Manchester Delaware Group D

School to Home Initiative

Family kick-off night Newsletters – Pick a better

snack on the Go Activity Gram – report to

parents

School Environment

IDPH - Provide staff to conduct an assessment of the school health environment.

School - Assist with the completion of the school health environmental assessment.

Kick Off Event, Tasting & PA

Provide $1,000 start-up funds for kick off event, food tasting, and physical activity opportunities

Conduct a kick off event of the public health nutrition and physical activity program

Trainings Pick a better snack™ & ACT

curriculum Fruits and Vegetables Galore Fitness Gram and Activity

Gram

School Support Pick a better snack™ & ACT

monthly BINGO cards and incentives

Stickers, tattoos, posters, bookmarks, and other supportive materials.

Technical assistance Monthly newsletters

Community Initiative Expansion of the County

Health Coalition to plan, assist in securing funding, and implement 1) a community-sponsored physical activity program (not during school hours) and 2) a Restaurant Initiative.

Community Conduct a community forum

with school and community leaders and students to determine community strategies that will support the public health initiative.

Conduct an assessment of the community health environment.

Community Support Assist community with

recruitment of Lighten Up Iowa teams.

Provide weekly articles to local newspapers and other organizations for their newsletters.

Community Support Provide billboards in the

community to support nutrition and physical activity messages.

Provide Pick a better snack™ promotional materials to grocery store(s) and businesses in the community.