Healthy Choices Catch On: Data-informed Evolution of a Social Marketing Campaign.

OBJECTIVE: Describe how a multiyear, mixed-methods evaluation informed the evolution of a healthy eating and physical activity social marketing campaign. DESIGN: Focus groups, A/B survey to test messages and images, telephone interviews (2019) with local programmers, and an annual outcome survey. SETTING: Statewide through multiple channels: billboards, transit signs, social media, website, and program resources like banners and posters. PARTICIPANTS: Supplemental Nutrition Assistance Program-Education eligible adults, focusing on mothers and caregivers. INTERVENTION(S): Healthy Choices Catch On originally launched in 2006 and has since evolved. MAIN OUTCOME MEASURE(S): Fruit and vegetable consumption, physical activity, and campaign recall. ANALYSIS: Univariate descriptive statistics and multivariate, weighted linear regression modeling. Interview transcriptions were analyzed for common themes. RESULTS: The multiyear evaluation demonstrated a steady increase in campaign exposure from 2013 to 2017, followed by a decline when new messages and images were introduced in 2018 and 2020. People with greater exposure to messages were more likely to eat more fruits and vegetables and be physically active. CONCLUSIONS AND IMPLICATIONS: Using a combination of evaluation methods can help inform campaign design and evolution while also demonstrating reach and impact.

Farmers Market Food Navigator Program: Key Stakeholder Perceptions and Program Outcomes.

The Farmers Market (FM) Food Navigator program was designed over 3 years and follows a social ecological framework to increase vulnerable populations' access to local foods and build confidence to shop in a FM supporting local food systems while promoting fruit and vegetable consumption. Food Navigators followed a program Playbook, though unlike many similar programs, the program did not offer incentives to subsidize FM purchases. To inform program design and understand outcomes, data were collected from Food Navigators, shoppers, FM managers, and FM vendors. Food Navigators supported five to seven FMs each season (May through October), spending 590 days in FMs over three seasons. Due to their interaction with Food Navigators, shoppers in Season 3 (n = 689) indicated that they would: shop more at the FM (80%); eat more vegetables (52%); and purchase more vegetables (50%). Of shoppers who interacted with Food Navigators more than once (n = 55), 26% reported a higher frequency of vegetable consumption on their last survey compared with their first. In Season 3, at least half of FM managers (n = 4, 50%) and vendors (n = 68, 57%) agreed that food navigators helped increase overall market fruit and vegetables sales. Findings indicated the program did influence multiple levels of a social ecological framework as intended. FM nutrition programs can have success at increasing market sales and improving health-related behaviors without offering incentives. As a result, programs could operate with smaller budgets and be more likely to have increased shopper fruit and vegetable consumption sustainably beyond the direct subsidy of purchases.