Sixth Annual Social Marketing Conference of the California Nutrition Network Susan B. Foerster, Chief Cancer Prevention and Nutrition Section California Department of Health Services August 5-6, 2003

California Nutrition Network “ Grow ” fruit and vegetable intake to 5 to 9 servings, increasing detectibly by Increase daily physical activity to 30 minutes in adults and 60 minutes in children and teens. Increase participation in federal nutrition assistance programs, especially Food Stamps. Our audience is Caucasian, Latino and African American families, current or potential participants in the Food Stamp Program. The potential population includes 1.5 million households and 3.6 million children at 185% of the Federal Poverty Level.

Social Marketing, as Defined, Works! California Nutrition Network Definition of Social Marketing “…The use of commercial marketing approaches to achieve a social goal… includes the traditional mix of advertising, public relations, promotion, and personal sales, and adds consumer empowerment, community development, partnership, media advocacy, and policy-systems-and-environmental change…”

A Multi-Level Campaign Is Needed! National (5 A Day, Food Stamp Outreach, Team Nutrition, Changing the Scene, Verb Campaign, etc.) State (5 a Day, Nutrition Network, CPL, state agencies and organizations) Regions (Media Markets) Counties, Cities, School Districts (Local Governments) Communities

Theory of the Problem Inadequate knowledge/belief by consumers Not enough promotion/selling of healthy behaviors Inadequate access, high environmental barriers Inadequate policies in state, local and private sectors Inadequate attention by intermediaries Inadequate resources, understanding of solutions Inadequate leadership, infrastructure for change

So, How Is California Doing? We’re a Work in Progress!

Local Incentive Awards and Special Projects Awards and Growth, by Channel $3$5$8.5$16.6 $46 $53.6$66 Program Year and Funding Level in Millions

Media Impressions and Contacts via State and Local Social Marketing Activities 2.2 / adult Data are from SAAR reports and USDA progress reports 54 / adult 4.7 / LI person 5.5/ LI person

Current Levels of Food Insecurity 1 and Food Stamp Participation 2 in California California Health Interview Survey; Percentage of t otal CHIS population with household income <200% FPL 2 Schrim AL, Castner LA; Mathematic Policy Research, 2002

Change in Consumer Outcomes Physical Inactivity by Race/Ethnicity 1 Inactive includes those reporting no leisure time activities or exercises such as running, calisthenics, golf, gardening, or walking for exercise in the past 30 days. 2 Low income includes those reporting a household income of less than $20,000. Source: California Dept. of Health Services, Cancer Surveillance Section, SRG. Healthy People 2010 Goal Percent of Adults 2001

Change in Consumer Outcomes Fruit and Vegetable Trends by Race/Ethnicity

Change in Consumer Outcomes Fruit and Vegetable Trends by Income

Change in Consumer Outcomes Fruit and Vegetable Trends by Education Level

Change in Health Outcomes Rates of Overweight by Race/Ethnicity 1 Overweight = BMI of 25 or higher. Based on reported height and weight. Age-adjusted to the 1990 California population. Source: California Dept. of Health Services, Cancer Surveillance Section, SRG. Healthy People 2010 Goal Percent of Adults

Change in Health Outcomes Rates of Overweight , by Education Level 1 Overweight = BMI of 25 or higher. Based on reported height and weight. Age-adjusted to the 1990 California population. Data not available for Source: California Dept. of Health Services, Cancer Surveillance Section, SRG. Healthy People 2010 Goal Percent of Adults