Society for Nutrition Education on the web: Winter 2008
SOCIAL MARKETING DIVISION Division founded 2001
INSIDE THIS ISSUE: New Social Marketing Telephone Seminars!
Social Marketing Telephone 1
Seminars This first session will focus on formative, nutrition capacity building and transla-
process and impact evaluation in pro- tional research programs in Connecticut,
New Web-base Social Mar- 1 grams that use a social marketing model. Ghana, and Brazil in the fields of nutri-
keting Course Learn how to assure that you have taken tion-related health disparities, breastfeed-
Maine’s Healthy Weight steps to evaluate your projects at all lev- ing, HIV, and household food security.
Awareness Campaign els and to avoid common mistakes. Participants must register and will be
Presenter Rafael Pérez-Escamilla, given a call-in number after registration.
Iowans Fit for Life Cam-
3 Ph.D., is Principal Investigator and Di- The phone number is not toll free. Priority
rector of the Connecticut Center of Ex- will be given to SNE Social Marketing Di-
cellence for Eliminating Health Dispari- vision members. Others may participate on
ties among Latinos a space available basis. There are only 50
Judy Gatchell, MS, RD, LD,
(www.cehdl.uconn.edu), and a Professor telephone slots – so sign up early!
Coordinator, Child Nutrition
Programs, Maine Nutrition of Nutrition and Public Health at the Uni- Date: April 2, 2008
Network, Muskie School of versity of Connecticut. He holds the ap- Time: 1:30-3:00 PM Eastern Time
Public Service, USM pointment of Nutrition Extension Scien- To register: Contact Leslie Beckstrom via
tist for the State of Connecticut. Dr. email Beckstrom@cahs.colostate.edu or via
Pérez-Escamilla is an internationally rec- telephone (970-491-6763). Please provide
ognized scholar in the areas of domestic your name, title, organization, email ad-
and international community nutrition. dress, and telephone number.
He is currently leading or co-leading four
New Web-based Social Marketing Course from
Doris Montgomery, MS,
RD LD, Coordinator, Iowa
CDC coming in 2008!
Nutrition Network, Iowa
Department of Public This course is designed for public planner as she works through the process.
HealthBureau of Nutrition health professionals who want to use Learners have an opportunity to offer ad-
the social marketing planning process vice and recommendations when the pro-
in their work. The course focuses on gram planner has challenges or questions.
social marketing for nutrition and A lot of the challenges are typical ones that
physical activity, although it could be CDC has seen when providing technical
used by anyone interested in social assistance.
marketing. Continuing education cred- It is hoped that this course will be
its for the course will be available, available online in the next six to nine
likely for CHES and generic CEU's months.
that can be used for ADA credits.
The number of credits is still to be Jenny (Miller) Kohr, MPH
determined. Division of Nutrition, Physical Activity, and Obesity
Edited by: Karen Erickson A unique component is a scenario Centers for Disease Control and Prevention
Administrative Assistant II
Muskie School of Public throughout the course that allows email@example.com
Service, USM learners to follow a fictional program
Page 2 Winter 2008
M A I N E ’ S H E A LT H Y W E I G H T A WA R E N E S S C A M PA I G N
Contributed by: Judy Gatchell & MNN staff
their children’s behavior. They shared the
The Maine Nutrition Network barriers they face to making behavior
(MNN) in collaboration with the changes, including lack of knowledge, time,
Maine Center for Disease Control and and resources. These parents asked to be
Prevention launched the Healthy provided with “new” information, as well as
Weight Awareness Campaign (HWAC) the “how-to” part of the equation. They re-
(http://www.maine- quested themes that present simple, turnkey
nutrition.org/Projects/HWAC.htm), in ideas or a sense of encouragement… to take
2002. The intent of this social market- small, realistic steps toward change.
ing campaign is to provide Maine par- The resulting campaign messages
ents with information and simple steps (products with benefits) are as follows:
to keep their children and families Watch less—tips to • Cutting back on soda consumption –
healthy and active. keep kids screen-free. save calories, healthier kids
The primary audience is Maine
adults with influence on children in households that • Reducing television and screen time – more active,
receive food stamps (~ 30,000 households). The healthier kids
secondary audience is children under 19 years of • Incorporating physical activity into simple tasks
age living in those same households. around the home – fun and easy
Over 30 focus groups have been held engaging • Promoting walking and using local indoor and out-
the target audience during the past 5 years of the door walking routes – a little change can make a
HWAC. The purpose of the focus groups has been big difference, easy and safe
to ascertain the knowledge, attitudes, beliefs and
• Reducing portion sizes – a little change can make a
skills (KABS) of the audience regarding physical
activity and nutrition for use in the development of
the campaign, and to pre-test acceptance of mes- • Increasing winter physical activity – fun and easy
sages and communication channels. • Increasing fruit and vegetable consumption – easy,
Existing data used for development of the inexpensive, ideas for every day
HWAC included the previous Eat Smart! social These messages were communicated to the target audi-
marketing campaign (http://www.maine- ence through multiple channels (place/promotion) as fol-
nutrition.org/Projects/TNeatsmart.htm) target audi- lows:
ence research and the Healthy Weight Awareness
Media – TV, radio, newsprint, posters, banners, collat-
Campaign Background and References documents
eral materials (magnets, shoelaces, zipper pulls,
published in November of 2002 and 2003 with up-
dates in 2005.
Direct Mail – “Kits” (brochures & magnets) mailed to
The Healthy Weight Awareness Campaign has
target audience and available to partners
been introduced in stages, with each new stage fo-
cused on a simple aspect of improving nu- Healthy Maine Partnership Mini-Grants – Local
trition or increasing physical activity. partner initiatives
Components focus on behaviors identified Physical Activity and Nutrition (PAN) Action
by the target audience, as those they were Packets (http://www.maine-
most likely to be able to change that would nutrition.org/Resources_and_Links/PANPackets.htm) –
have a related benefit. Community strategies
The adult target audience shared in fo-
cus groups that they were willing to change Evaluation has been ongoing and has in-
their behavior for the health of their chil- cluded direct mail surveys and focus groups. Re-
dren (exchange of price for product). They sults showed recognition of media messages and
requested information and support to some impact on physical activity and portion size.
change their own behavior and influence
S o c i a l M a r k e t i n g D iv i s i o n Page 3
Written by: Doris Montgomery
The Iowa Nutrition Network exists marketing efforts across nutrition
today because in 1995 USDA Food and health promotion programs
and Nutrition Services supported collaborative part- within public health. An example of this in Iowa is the Net-
nerships and chose to include social marketing in work’s collaboration with Iowans Fit for Life, a CDC-funded
Food Stamp Nutrition Education as a strategy to nutrition and physical activity program to prevent obesity and
achieve behavior change. other chronic diseases.
USDA encouraged Food Stamp Nutrition Educa- Pick a better snack™ became the foundation for an
tion Networks to use a comprehensive approach to Iowans Fit for Life community and school initiative to ad-
develop marketing campaigns. Pick a better dress overweight and obesity; however, because of the em-
snack™ and the companion messages of simplicity phasis on both nutrition and physical activity within CDC, the
(how easy is that?) developed from formative and campaign was modified to Pick a better snack™ & ACT.
market research, audience segmenta- Schools in the communities participate in class-
tion, and extensive message testing by a room-based education that includes fruit and vegeta-
marketing firm. ble tasting opportunities similar to what is offered
There was tremendous excitement through Food Stamp Nutrition Education. Schools
when the contracted media firm created receive monthly campaign materials based on fruits,
the first set of campaign graphics and vegetable and physical activities featured in monthly
media kit for Network partners. The bingo cards (score cards for older elementary are
excitement soon became tempered with now available).
the reality of all the work that was Iowans Fit for Life uses campaign strategies in all
ahead. Network staff needed to: de- levels of the Socio-Ecological Model. For example,
velop implementation plans based on community coalitions focus on improving access to
the Socio-Ecological Model; engage fruits and vegetables and physical activity outside of
and train partners who could implement the school day. Schools and community coalitions
the campaign in local communities; pilot test media are developing policy initiatives related to healthy foods and
channels, conduct a process evaluation in the field; active lifestyles. (www.idph.state.ia.us/iowansfitforlife).
and find a way to determine if all this work was going Current USDA Food Stamp Nutrition Education Guid-
to make a difference for the intended audience. ance contains significant limitations on public health ap-
This comprehensive process was not easy – espe- proaches such as social marketing. Iowa has creatively and
cially when multiple partners were involved – but it strategically sought partnerships and opportunities to achieve
was essential to success. The Network partnership the goals of increasing fruit and vegetable consumption and
rolled out Pick a better snack™ to state and local physical activity among Iowans.
partners in 2000. Since then, the partnership has re-
mained strong despite the usual ups and downs of col- Five questions are posed by the Centers for Disease Control
laboration. USDA recognized this achievement with a and Prevention (CDC) in their CDCynergy social marketing
national award for collaboration in 2003. To read program.
more about the development of the campaign and 1. Do you need to integrate communication and services?
view campaign materials go to www.idph.state.ia.us/
2. Do you want to better understand why people change?
Nutrition Networks located in state health depart- 3. Can’t afford big mass media?
ments have a unique opportunity to enhance social 4. Do you need to develop a common vocabulary about
5. Do you want to have fun?
If yes, then CDC believes social marketing is for you.
Do you believe it is for you?
marketing edition 2.0)
The Society for Nutrition Education (SNE) represents the
unique professional interests of nutrition educators in the
United States and worldwide. SNE is dedicated to promoting
healthy, sustainable food choices and has a vision to be rec-
ognized as the premier organization for food and nutrition
education professionals. SNE provides forums for sharing
innovative strategies for nutrition education, expressing a
range of views on important issues, and disseminating research findings. Members of SNE educate individu-
als, families, fellow professionals, and students, and influence policy makers about nutrition, food, and
Contact us at:
Society for Nutrition Education
7150 Winton Drive, Suite 300
Indianapolis, IN 46268
Tel. 317-328-4627 or 800-235-6690
Social Marketing Division
This division was formed to promote social marketing principles to support improved food choices, physical
activity, and opportunities for health. Social marketing is a research-based, audience-focused process de-
signed to influence the behavior of the target audience to improve their health. A special emphasis is placed
on people with limited financial resources. Division members come from a variety of disciplines committed
to the nutritional health of people through the effective use of social marketing.
Judy Gatchell, MS, RD, LD
Maine Nutrition Network
Muskie School of Public Service
University of Southern Maine
Leslie Beckstrom, M.S., R.D.
Colorado Food Stamp Nutrition Education
Colorado Nutrition Network
Colorado State University
Shailja Mathur M.S., M.Ed.
Senior Program Coordinator
Rutgers, The State University of NJ