P207 Using Formative Research to Develop the HappyHealthy Social Marketing Campaign

Abstract

Background Across the nation, SNAP-Ed direct nutritional education efforts have resulted in SNAP recipients making healthy dietary choices and food purchases, using safe food preparation skills, and increasing physical activity. To reinforce direct nutrition education efforts, SNAP-Ed implementing agencies use social marketing as a broad-based approach to nutrition education. The research described here was conducted to inform the development of a statewide social marketing campaign that targeted SNAP eligible families in Mississippi (MS). Objective Formative research was conducted to explore perceptions of healthy eating including triggers and barriers to healthy eating, to understand decision patterns when choosing food and shopping for food, and to assess types of nutrition information needed and sought. Study Design, Settings, and Participants In 2016, 127 low-resource mothers participated in 18 focus groups. Respondents were recruited via telephone from a list of MS SNAP benefits recipients. Focus groups were recorded and transcribed. Measurable Outcome/Analysis Thematic analysis was conducted to determine the behavioral target(s) of social marketing messages; to identify products, services, and incentives to promote adoption of the behavioral targets; and to determine communication efforts to disseminate campaign messages and promotion. Results Increase physical activity, shop for healthy foods on a budget, prepare meals at home, and have pride in food and family were determined as target behaviors. Easy-to-make recipes and cooking items were identified as behavioral reinforcements. Preferred delivery channels included mass media (eg, television commercial), social media (e.g., Facebook, Twitter), and promotional media (e.g., educational incentive items). Conclusion Findings informed the HappyHealthy statewide social marketing campaign developed by the Mississippi State University Extension Service Office of Nutrition Education. Implementation of HappyHealthy began in 2018 and will continue throughout 2019. A description of the formative research process that resulted in this social marketing campaign could help educators in other states/locations who are interested in developing a social marketing campaign. Funding None.