Target Behavior: Healthy Eating
Intervention Type: Social Marketing, PSE Change
Intervention Reach and Adoption
Setting: Community gardens, Farmers markets, Community (Live), Food pantries, Retail (Shop/Eat), School (Learn), Worksite (Work)
Target Audience: High School, Pregnant/Breastfeeding Women, Parents/Mothers/Fathers, Adults, Homeless/Food Pantry Clients
Additionally, the broader FNV campaign has tested retail activations. Farm Fresh, a retailer located in a FNV pilot market, activated a “FNV takeover” in Norfolk, VA and saw a 2.5% category growth in produce across 43 stores. The Partnership for a Healthier America and the Food Trust activated a FNV campaign in low-income New Orleans retail. A pre/post intercept survey conducted with the National Marketing Institute and found statistically significant increases in self-reported purchases and consumption of fruits and vegetables.
Evidence-based Approach: Emerging
|Readiness and Capacity – Short Term (ST)
|Changes – Medium Term (MT)
|Effectiveness and Maintenance – Long Term (LT)
|Population Results (R)
|Sectors of Influence
- ST1a: Individuals who remembered seeing the FNV WI campaign material reported eating greater than one more serving of fruit per day than those who did not remember seeing the campaign.
- ST1b: Individuals who remembered seeing the FNV WI campaign material reported eating greater than one more serving of fruit per day than those who did not remember seeing the campaign.
- MT1c: In the first 6 months, there were no differences from baseline to follow-up between intervention and comparison community respondents in regards to the number of different kinds of fruits consumed.
- MT1d: In the first 6 months, there were no differences from baseline to follow-up between intervention and comparison community respondents in regards to the number of different kinds of vegetables consumed.
- ST7a: More than 25 local partners were involved in campaign implementation during the first 6 months.
- ST7b: Overall, partners reported a 16% average increase in the strength of their relationships with other implementing partners between December 2016 and 2017. As the intervention period progressed, partners reported a 111% increase in their agreement that implementing partners had a shared mission and goals.
- MT5: One retailer reported overall produce sales increase by 5% since placing FNV materials in store and one of the partners reported that one other convenience store continues to stock at least 5 additional fruits and vegetables. Lastly, a large retailer with stores across the state has now decided to roll out FNV in all its stores across WI.
- MT12a: In Wisconsin, 1 social marketing campaign (FNV) was piloted in 2017. The campaign was then adopted in 3 communities and expanded to a total of 15 communities statewide by federal fiscal year 2019. FNV has also been implemented through SNAP-Ed in California, Georgia, and North Carolina.
- MT12c: In 6 months, there was no significant difference in unaided recall between the intervention and comparison communities; however, there was a statistically significant difference in the aided recall with 22% of respondents from the intervention communities noticing FNV materials compared to 12% in control communities.
Wisconsin takes a stand for fruits and veggies with social marketing campaign:
SVP of Marketing & Communications, Partnership for a Healthier America
*Updated as of August 28, 2023