Primary Intervention Objectives:
- Influence healthy eating and physical activity behaviors of SNAP-Ed eligible populations.
- Reinforce the importance of parents and caregivers as healthy behavior role models for children.
- Promote messages aligned with SNAP-Ed direct education and policy, systems, and environmental initiatives, creating community wrap-around.
Core messages of the 2020 Campaign are:
- Show them the way: eat fruits and veggies every day
- Show them the way: go out and play
Target Behavior: Healthy Eating, Physical Activity
Intervention Type: Social Marketing
Intervention Reach and Adoption
Target Audience: Parents/Mothers/Fathers, Adults
- Billboards (traditional, digital, driving)
- Bus transit (interior, exterior, bus stop shelters)
- Truck wraps
- SNAP-Ed Program materials (display banners, table covers, overlays, A-frame posters, etc.)
- Websites and companion social media pages (Facebook, Instagram, Pinterest)
- Mobile (smartphones, tablets via banners, SMS/MMS messaging)
- Over-the-top (OTP) television streaming media service
The Campaign scope is revised annually, based on evaluation and local needs. The 2022 Campaign featured:
- Statewide total recall of 4,703,906 via traditional and digital distribution.
- Traditional distribution included 105 billboards and 411 transit posters across 17 counties
- Digital distribution through streaming television in 63 counties, statewide social media on Facebook, Instagram, and Pinterest, MFF campaign websites, SMS/MMS text messaging, mobile banners across 83 counties
- Locally, SNAP-Ed Program Materials were used during programming at farmers markets and CSA farms, retail settings like grocery stores, food pantries, and corners stores, community settings like libraries, parks, rec centers, senior centers, community gardens and schools
Michigan Fitness Foundation SNAP-Ed Social Marketing Campaign Materials: https://michiganfitnessfoundation.app.box.com/s/u9chdhnhp0mc8i3bo2psmzkx7l59mmwb
MFF campaign materials may be found from the following links:
- mitteneats.org (coming fall 2023)
The reach, awareness, and effectiveness of the campaign are evaluated annually. The most recent findings relate to the 2018 Campaign, which was evaluated in 2022. A population-based survey was randomly distributed to SNAP-eligible residents statewide with an emphasis on counties that received the campaign through at least three or more locations via out of home channels (e.g., billboards, buses). Eligible households were invited to participate in a survey. Paper (10,000) and online invitations were used to recruit survey respondents. Collectively, (n=1,439) people responded to either survey invitation. Data were weighted to match profiles of SNAP recipients based on area of residence, gender, and age to allow findings to be generalizable to 721,948 SNAP-eligible people.
Intentions to increase fruit and vegetable consumption and be active were measured. Questions aligned with indicators ST1 and ST3 in the SNAP-Ed Evaluation Framework and the Transtheoretical Stages of Change. The Stages of Change include pre-contemplation, contemplation, preparation, action, and maintenance.
- 47% of people are preparing to increase their fruit in the next 30 days
- 61% of people are preparing to increase their vegetable consumption in the next 30 days
- Mothers and people exposed to campaign message tended to be further along the process of changing dietary behaviors
- 27% of people are preparing to increase their exercise frequency in the next 30 days. People exposed to campaign messages tended to be further along the model than those who were unexposed.
Unaided recall of messages is measured annually and is aligned with the SNAP-Ed Evaluation Framework indicator MT12. Mothers with children in the household consistently report one or more of the campaign messages more often when compared to the overall sample. For example, overall sample respondents (28%, 2021) (30%, 2022) and mothers and children (34%, 2021) (34%, 2022) recalled messages in respective years.
Approximately 30 percent of SNAP-eligible Michigan adults recalled messages; however, the priority campaign populations were more likely to recall messages. SNAP-eligible adults who were exposed to the campaign were more likely to consume fruit daily, meet recommendations for fruit, and were further along the SOC model for readiness to increase fruit consumption than their peers who were not exposed. SNAP-eligible adults who were exposed to the campaign were more likely to meet recommendations for vegetable consumption and were further along the SOC model for readiness to increase vegetable consumption than their peers who were unexposed. Few SNAP-eligible adults are meeting physical activity recommendations; however, adults exposed to campaign messages reported significantly higher levels of physical activity than their peers who were unexposed. SNAP-eligible adults who were exposed to messages more often were more likely to report healthy behaviors and readiness to increase healthy behaviors than their peers who were exposed less often.
|Readiness and Capacity – Short Term (ST)||Changes – Medium Term (MT)||Effectiveness and Maintenance – Long Term (LT)||Population Results (R)|
|Sectors of Influence||MT12|
Mary McGuire, Director of Communications
SNAP-Ed at Michigan Fitness Foundation
P.O. Box 27187
Lansing, MI, 48909
Phone: 1-800-434-8642 ; 517-908-3861
*Updated as of October 8, 2023