What message platforms resonate with low-income SNAP-Ed audiences for obesity prevention?

Behavior change strategies in our changing society and era of expanding communication technology require new perspectives with methods that appeal to consumers who are inundated by food marketing and availability of low-nutrient dense foods. Expert thinking from current science on decision making and eating behaviors provides recommendations that specifically call for more formative research. Revisions to guidance for Supplemental Nutrition Assistance Program Education (SNAP-Ed) have offered a window to use grounded research methods to generate new creative message strategies that will resonate with targeted low-income populations. The Network for a Healthy California is using evidence from annual media evaluation surveys and formative research to inform future social marketing efforts and mass media. Initial cursory analyses of the annual media evaluation survey show up to 71% aided recall among SNAP recipients of any mass media ads, showing that penetration of marketing is considerable. Results also indicate a probable connection between recall levels and an increase in social normative beliefs for family change behaviors related to healthy eating and physical activity among SNAP recipients and eligibles. Additional analysis of survey data and rigorous formative research using quasi-experimental methodology instead of focus groups is underway. The formative research was designed to test three distinctly different media platforms or argument frames informed by Fishbein's Integrative Model of Health Behavior to examine potential influencers in obesity prevention and to guide future campaigns. Results from the platforms tested will drive messaging that targets psychosocial determinants of healthy eating and physical activity among low-income Californians.