Food Stamp Outreach Coalition November 17, 2005 National Media Campaign Welcome

Outreach Goals Increase participation among eligible people Promote nutrition assistance and work support program Overcome welfare stigma Benefits with dignity and respect Inform where and how to apply Increasing participation in the Food Stamp Program (FSP) requires the combined efforts of national, State and local public leaders as well as non-profit community agencies, employers, and anyone else who touches the lives of potentially eligible people. FNS has made a commitment to food stamp outreach as one way to help increase participation in the FSP. These are the goals of our FNS outreach program: Overcome welfare stigma and help eligible people make informed participation decision Promote the nutrition, health and work support benefits Inform eligible people where and how to apply. Promote benefits with dignity and respect. Outreach breaks down myths and provides accurate information to help people understand the benefits and requirements.

FNS Outreach Tools and Resources Pre-screening Tool National FSP Toll free Number Food Stamp Outreach Coalition Photo Gallery – More pictures in fall 2006 Educational materials

National Media Campaign Now entering Third Year Target Audiences Elderly Working Poor Immigrants (Spanish speaking)

Paid Radio Advertising Taglines: English: Eat Right When Money’s Tight Spanish: Nuestra salud, nuestra fuerza. (Our Health, Our Strength.) Key Messages: You or someone you know may qualify for nutrition assistance. We’ve replaced paper stamps with a new card that can help you and your family eat right. Action: Call national or State toll free number for more information. In all materials developed for a campaign, we had to be careful not to overpromise. It’s important not to make the program sound “too good” because “word of mouth” about customer service in certain areas does spread! Participants were critical of any images that were too upscale or too downscale. Utilize images that appear like us.

Advertising Results – Years 1 and 2 National toll free number used in half the advertising sites: 26% of callers request a packet by mail 84% said they found out from radio (year 2) Immediate jump in calls when advertising starts Percent increase in requests for packets by mail via the national toll free number: Year 1: 94% Year 2: 480% Combined Average: 259% Three quarters of the callers get information from the recorded menu and do not request information by mail. This includes being provided with the number for their State. “Word of Mouth” is the second highest response. People share information about the number with their friends and neighbors. People also hear about the number from social service agencies, both State and local.

Other Campaign Activities 2 Tool Kits: 1 for State and local FSP offices 1 for Community Partners such as Food Banks, and Community and Faith-Based Organizations Materials In Both Tool Kits: Informational/Motivational DVD: “Community Hunger Champions: Helping People Eat Right When Money’s Tight” DVDs with FSP informational materials Non-advertising components will help spread messages in areas not reached by paid advertising and strengthen messages where there is paid advertising. 2 tool kits: State and local agencies and Community-based organizations Encourage message consistency Ready-to-use materials Informational video Validate EWs through success stories Celebrate camaraderie between EWs and community partners Consider printing and distributing tool kits Train-the trainer sessions Introduce campaign to stakeholders Enlist them in the campaign Spring and summer Consider attending and then conducting a session

Other Campaign Activities Q: What is the difference between the two tool kits? A: The community tool kit contains a “how to do” Media Outreach section but the State/local tool kit does not. Let’s Preview the Tool Kits!

Other Campaign Activities Train-the-Trainer Sessions: Pilot session to be held here One session allocated for each FNS regional office Sessions to be scheduled after tool kits are final Video will be available to those who cannot attend

2006 Paid Radio Buys English and Spanish advertising New radio productions Working with FH now to select locations Radio buy schedule (tentative): March/April 2006 July/August 2006

Public Service Announcements Radio English: http://www.fns.usda.gov/cga/radio/radio.htm Soon: 3 more English radio PSAs Soon: 2 Spanish radio PSAs Television PSA 30 sec English and Spanish PSA developed by FSP grantee in California. USDA made minor changes to make it national for use on TV or in retail stores.

Focus Groups in 2006 Participants will discuss: New names for the FSP 2 new Spanish TV Public Service Announcements FSP Messages

Hunger Champions Video Developing the video was a team effort! Thank you to those who appear on camera. Thank you to those who provided information during the script research phase.