TY  - JOUR
T1  - Reaching Low-Income Mothers to Improve Family Fruit and Vegetable Intake: Food Hero Social Marketing Campaign
JF  - Nutrients
Y1  - 2016
A1  - Tobey,Lauren N
A1  - Koenig,Hal
A1  - Brown,Nicole
A1  - Manore,Melinda M
KW  - Marketing
AB  - The objective of this study was to create/test a social marketing campaign to increase<br>fruit/vegetable (FV) intake within 91ÆÞÓÑ Supplemental Nutrition Assistance Program (SNAP)<br>eligible families. Focus groups (n = 2) and pre/post campaign phone surveys (n = 2082) were<br>conducted in intervention counties (IC) and one control county. Participants were female (86%–100%)<br>with 1–2 children at home. Mean FV intake/without juice was 3.1 servings/day; >50% preferred the<br>Internet for delivery of healthy eating information. Participants reported time/financial burdens, low<br>household FV variety and desirability of frozen/canned FV, and acceptance of positive messages.<br>A Food Hero (FH) campaign was created/delivered daily August–October 2009 to mothers through<br>multiple channels (e.g., grocery stores, online, educators). Results showed that the IC had better FH<br>name recall (12%) and interpretation of intended messages (60%) vs. control (3%, 23%, respectively).<br>Compared to controls, the IC were less likely to report healthy food preparation as time consuming or<br>a FV rich diet expensive, and it was easier to get their family to eat fruit. Results did not vary based<br>on county/household characteristics. The FH campaign increased FH awareness and positive FV<br>beliefs. A longer campaign with FV assessments will increase understanding of the target audience,<br>and allow for campaign refinement.<br>
VL  - 8
UR  - doi:10.3390/nu8090562
CP  - 9
U2  - a
U4  - 133813370880
ID  - 133813370880
ER  -