Eat.Move.Save.: Implementation and Evaluation of a Social Marketing Campaign Prioritizing Reach to Adults Eligible for SNAP-Ed

Abstract

Background and Situation Analysis

Social marketing campaigns are an effective, multi-channel approach for widespread dissemination of public health messages. When campaigns first launch, developers of the campaign should assess reach and effectiveness amongst the priority audience (i.e., adults eligible for SNAP-Ed) and gather stakeholder feedback (i.e., staff and community) to inform adoption, implementation, and maintenance.

Priority Audience

The priority audience for the Eat.Move.Save. social marketing campaign is adults eligible for SNAP-Ed.

Behavioral Objectives

The behavioral objectives for the campaign were to: (1) increase engagement with Eat.Move.Save. (i.e., visits to the website, downloading resources, etc.); (2) increase likelihood of healthy nutrition choices consistent with Dietary Guidelines for Americans and MyPlate; (3) increase physical activity levels among campaign recipients; and (4) improve food resource management.

Strategy/Intervention Planning and Development

Formative research, including virtual focus groups and an online survey, was conducted with the campaign’s priority audience to inform the development of the marketing strategy. Results then informed the marketing mix, which used the four P’s.

Evaluation Methods and Results

The final campaign, named Eat.Move.Save., underwent a process and outcome evaluation using the RE-AIM framework. The campaign’s priority audience, program staff, and community partners were invited to share feedback about the campaign through online surveys. The final survey sample included 1,167 responses from community members (i.e., the priority audience), 82 responses from program staff, and 94 responses from community partners. Overall, approximately 20% of community members recalled seeing campaign messages, with priority audiences more likely to recall messages than others. Community members who recalled messages were also more likely to take action toward campaign-focused health behaviors. Awareness of the campaign was high amongst staff and community partners with most believing the campaign reinforced or supported their work. However, both staff and community partners were unsure if the campaign reached the priority audience.

Recommendations for Research or Practice

Results from this evaluation highlight the value of engaging multiple viewpoints in social marketing evaluation to support continuous improvement of campaign messaging and dissemination. Campaign and message developers should consider including the priority audience and other social marketing campaign stakeholders, like program staff and community partners, in ongoing campaign activities such as planning, dissemination, and evaluation to best support reaching campaign goals.