Are We Listening? How to Engage Low-Income Caregivers with Nutrition Messaging

Abstract

To identify preferred nutrition information sources, messages, and communication channels for limited-resource caregivers of school-aged children. Participants were recruited from telephone surveys that screened for eligibility based on being caregivers of children ages preschool to fifth grade and residing in a household receiving federal assistance. Nine focus groups were conducted in community locations. Shannon and Weaver's Mathematical Theory of Communication framed questions that focused on concepts related to trusted sources for nutrition information, messages most likely to foster healthy eating, and preferred communication channels. Focus group recordings were transcribed and analyzed for common themes by two researchers. Discrepancies were discussed and resolved. 108 individuals participated. They identified trusted sources of nutrition information that included professionals such as nutritionists, doctors, and teachers as well as health-focused celebrities. Participants were most interested in information regarding meal preparation, benefits of healthy eating, and simple strategies for making healthy choices. They preferred internet and social media and posters placed in agency lobbies. Low-income participants trusted information from nutritionists but prefer to receive nutrition information through social media and online sources rather than the traditional face-to-face methods. Practical information - recipes and money saving strategies - were most desired. Findings provide essential insight into strategies for communicating nutrition content to limited-resource caregivers. This presentation will focus on how nutrition education professionals can use these findings to tailor education to engage the target population using sources, messaging and communication channels most preferred by the group.