Team FNV WI Implementing a social marketing campaign within a collective impact framework Erin Aagesen, MS, MPH FNV Campaign Coordinator/ Communications Specialist FoodWIse, UW-Extension Kelli Stader, MPH, RD, CLS Nutrition Coordinator Chronic Disease Prevention Unit Wisconsin Division of Public Health

Collective Impact A framework to tackle deeply entrenched social problems – “wicked problems” A wicked problem is a social or cultural problem that is difficult or impossible to solve for as many as four reasons: incomplete or contradictory knowledge, the number of people and opinions involved, the large economic burden, and the interconnected nature of these problems with other problems. Poverty is linked with education, nutrition with poverty, the economy with nutrition, and so on. Sound like obesity? The Collective Impact Framework is a structured approach to collaboration across government, business, philanthropy, non-profit organizations and citizens. ------------ healthTIDE healthy retail team took the lead as the convener of FNV partners, convincing decision makers of the importance of a social marketing approach

Collective Impact A group of actors from different sectors commit to a common agenda for solving a specific social problem. Priorities: common agenda, shared measurement, mutually-reinforcing activities, continuous communication. Communication and decision making: continuous, shared, non-linear, learn-as-we go, “moving at the speed of trust”

Social marketing Uses marketing techniques to influence the voluntary behavior of target audience members for health benefit. Priorities: market research, clearly defined goals, highly targeted messaging, consistency, integration. Communication and decision making: top down, strong alignment at all levels.

FNV Campaign in Wisconsin

FNV Campaign in Wisconsin

Funding opportunities Momentum growing for FNV idea (2015-2016) Funders: University of Wisconsin-Extension FoodWIse (SNAP-Ed) Policy, systems and environmental change Emphasis on larger grocers and grocery chains Wisconsin Department of Health Services, Coordinated Chronic Disease Program (CDC 1305) Strategy: “Increase access to healthy foods and beverages” Intervention: “Provide access to healthier food retail” Emphasis on c-stores FoodWIse FoodWIse needs to reach younger demographic, try innovative approaches FNV identified as appropriate use of SNAP-ED funds at national meeting (Feb 2016) DHS The 1305 strategy that we’ve associated FNV with is “Increase access to healthy foods and beverages” and the intervention is “Provide access to healthier food retail”.  Our emphasis is on smaller stores and c-stores. The performance measures we are trying to impact include: ·         2.1.01 Number of small retail venues that sell healthier food options in underserved areas. ·         2.1.02 Number of adults, youth or families that access small retail venues offering healthier food options. (This one is the reach) ·         2.1.06 Percent of adults or youth who increase consumption of nutritious food and beverages. ·         2.1.07 Percentage of adults or youth who are overweight or obese.   CDC’s Four Domains – FNV is a strategy within Domain 2.

Alignment of interests FoodWIse desires to reach younger audiences SNAP-Ed (FoodWIse) funds can be used for FNV Societal trend of online and social media Wisconsin DHS identifies CDC 1305 funding for c-stores

Next steps FoodWIse takes lead on implementation (summer 2016) Pilot communities identified (fall 2016) Pilot communities begin recruiting retailers (Nov 2016) Greater than 50% of population at or below 185% federal poverty level by census tract Retailers with >$50,000 per month in SNAP sales FNV campaign coordinator hired (Dec 2016) Retail partners confirmed (Feb 2017) Development of media plan (March 2017) Campaign launch (April 2017) Pilot community selection criteria SNAP-Ed criteria: Greater than 50% of population at or below 185% federal poverty level by census tract Retailers with >$50,000 per month in SNAP sales Opportunity to connect back to existing SNAP-Ed programming Planned SNAP-Ed healthy food retail programming (via UW Extension) for FY16 and/or FY17 Community coalition criteria: Existing robust nutrition, physical activity, obesity prevention coalition/network/efforts Mid-size population market (in an effort to maximize funds)

FNV WI target population Targets low-income millennials Addresses common barriers: Health literacy goal of campaign is not “education” highly visual / low text Cultural relevance appeals to millennials (messages & online format) features racially diverse celebrities

Pilot communities and partners Brown County FoodWIse Live54218 Brown County Eau Claire Healthy Communities, Chippewa Health Improvement Partnership, & Dunn County Nutrition Action Team Eau Claire/Chippewa/Dunn County La Crosse County FoodWIse La Crosse County Health Department La Crosse County

Retail partners Grassroots recruitment approach Goal of strengthening local partnerships Results: 30+ retail partners 10+ retail partners in each pilot community Mix of retail chains, local stores and c-stores New partnerships for future work

Relationship structure Corporate partners PHA Healthy Food Retail Team healthTIDE Live54218 Eau Claire City-County Health Dept Mayo Clinic Health System Northwest La Crosse County Health Dept Kwik Trip SNAP-Ed UW Extension FoodWIse Brown County FoodWIse Eau Claire County FoodWIse Dunn County FoodWIse La Crosse County FoodWIse CDC Wisconsin DHS APCO Relationship structure Multiple theories of change, communication priorities and decision making styles, including: Collective impact Social marketing Government Clinical healthcare Corporate marketing Collective impact A group of actors from different sectors commit to a common agenda for solving a specific social problem. Priorities: common agenda, shared measurement, mutually-reinforcing activities, continuous communication. Communication and decision making: continuous, shared, non-linear, learn-as-we go, “moving at the speed of trust” Social marketing Uses marketing techniques to influence the voluntary behavior of target audience members for health benefit. Priorities: market research, clearly defined goals, highly targeted messaging, consistency, integration. Communication and decision making: top down, strong alignment at all levels. Government programs Implements programs or projects for the benefit of citizens of a specific geography. Priorities: clearly defined objectives (but often achieved through collaborative processes), implementing to programs to fidelity, evaluation. Communication and decision making: Top-down for program objectives and priorities. Implementation often involves shared decision making, experimentation and collaboration. Clinical health care The maintenance and improvement of health through the provision of medical services. Priorities: evidence-based medicine, accuracy, consistency, efficiency. Communication and decision making: top down, strong alignment at all levels. Corporate marketing Uses marketing techniques to attract potential customers and reinforce organizational brand. Priorities: market research, clearly defined goals, highly targeted messaging, consistency, integration. Communication and decision making: top down, strong alignment at all levels.

Media plan April – October 2017 In-store (30+ stores) Out-of-home Billboards (15+ billboards) Digital (58K impressions) Transit Social media: @TeamFNV and #FNVinWI

Implementation timeline April 10-23: Pre-campaign evaluation April 24: Billboards May: Digital Transit: June 1 In-store media: June 1 Activation events: June - July Post-Campaign Evaluation: September 2017 Data collection and analysis: Fall 2017

Billboards

Digital

Transit

Retail

Social #FNVinWI

Activation events

Earned media

Evaluation plan Partnering with researchers at the University of North Carolina – Chapel Hill Align with SNAP-Ed evaluation framework Sample indicators: Awareness of campaign Perception of campaign Increased intention to purchase fruits and veggies Increased fruit and vegetable sales Increased fruit and vegetable consumption Alice S. Ammerman DrPH Director, Center for Health Promotion and Disease Prevention Professor, Department of Nutrition Gillings School of Global Public Health and School of Medicine University of North Carolina at Chapel Hill Chapel Hill, NC 27599 Phone: (919) 966-6082 E-Mail: alice_ammerman@unc.edu Website: http://www.hpdp.unc.edu Molly De Marco, PhD MPH Research Assistant Professor, Dept. of Nutrition, Gillings School of Global Public Health Research Fellow and Project Director Center for Health Promotion & Disease Prevention (a CDC Prevention Research Center) University of North Carolina at Chapel Hill 1700 Martin Luther King Jr. Blvd., CB 7426, Chapel Hill, NC 27599-7426 T 919-966-9563 Visit us: http://www.hpdp.unc.edu/ http://foodforall.web.unc.edu/

Evaluation activities Consumer pre- and post-test (online) Healthy eating attitudes and behaviors FNV brand awareness # of media impressions Social media and digital engagement rate Sales data from retailers Partnership evaluation Case study of partnership

FNV opportunities Reach new audiences Enhance public/private partnerships Set up for other policy, systems and environmental change Short term: Increase consumer demand for fruits and vegetables Medium term: Changes in the retail environment that make the healthy choice the easy choice Long term: Increased consumption of fruits and vegetables, better health outcomes

Lessons learned We engaged in many exploratory discussions prior to and throughout implementation How many retailers would be interested? What are retailers’ needs? How do decisions get made? Corporate or local? What is capacity/interest in evaluation? Other healthy eating initiatives? “Moving at the speed of trust” project reflects many voices with differing priorities

Future plans Monitor pilot sites (spring/summer 2017) Launch in Milwaukee (summer 2017) Wisconsin State Fair Farmers’ Market Activation Event Media placements in transit, billboards and digital Post-test evaluation (September 2017) Pilot communities campaign end (November 2017) Possible extension of campaign in pilot communities (November 2017 – beyond)

Thank you! Kelli.Stader@wisconsin.gov erin.aagesen@ces.uwex.edu