VENA (Value Enhanced Nutrition Assessment) in WIC: Using emotion-based interactive services in WIC nutrition assessments

Traditionally, nutrition educators are trained to complete a nutrition assessment in a standardized, step-by-step, sequential order to identify nutrition risks and needs, and then to provide simple, fact-oriented information to address these issues. However, humans are feeling machines that think rather than thinking machines that feel. Presenting factual information in a didactic manner rarely leads to behavior change. As demonstrated in advertising and marketing science-based research, using emotion to connect with people is essential to promoting or reinforcing positive behaviors. To date, nutrition educators have not successfully tapped into this highly effective approach. The Massachusetts WIC Program's ‘Touching Hearts, Touching Minds' project has focused on utilizing new techniques to facilitate the delivery of emotion-based services. This unique, visionary approach combined with VENA, has transformed WIC nutrition services. VENA complements the approach to achieving a participant-centered environment throughout WIC clinics by being attentive and responsive to WIC participants' individual needs and interests. The competencies essential to VENA implementation , i.e., critical thinking, rapport building, etc., empower WIC staff to engage each participant more fully in her own WIC experience. These two initiatives have reshaped nutrition assessment, enhanced interactions with program participants, improved staff morale, and improved the effectiveness of WIC nutrition education, thereby motivating WIC families toward positive dietary behaviors that achieve good health.