Team FNV WI Implementing a social marketing campaign

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

Collective Impact A framework to tackle deeply entrenched social problems – “wicked problems”

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 Food. WIse (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

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

Next steps • Food. WIse 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)

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 • Brown County Food. WIse • Live 54218 Eau Claire/Chippewa/Dunn County • Eau Claire Healthy Communities, Chippewa Health Improvement Partnership, & Dunn County Nutrition Action Team La Crosse County • La Crosse County Food. WIse • La Crosse County Health Department

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

Corporate partners Relationship structure Multiple theories of change, communication priorities and decision making styles, including: • • • Collective impact Social marketing Government Clinical healthcare Corporate marketing PHA APCO Healthy Food Retail Team health. TIDE SNAP-Ed CDC UW Extension Food. WIse Live 54218 Brown County Food. WIse Eau Claire City -County Health Dept Eau Claire County Food. WIse Mayo Clinic Health System Northwest Dunn County Food. WIse La Crosse County Health Dept La Crosse County Food. WIse Kwik Trip Wisconsin DHS

Media plan • April – October 2017 • In-store (30+ stores) • Out-of-home – Billboards (15+ billboards) – Digital (58 K impressions) – Transit – Social media: @Team. FNV and #FNVin. WI

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 #FNVin. WI

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: 1. 2. 3. 4. 5. Awareness of campaign Perception of campaign Increased intention to purchase fruits and veggies Increased fruit and vegetable sales Increased fruit and vegetable consumption

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