Abstract| Volume 45, ISSUE 4, SUPPLEMENT , S24-S25, July 2013

Results of the Michigan Nutrition Network Grow Your Kids They Learn from Watching You Social Marketing Campaign


      Measure respondents’ exposure to campaign and estimate recipients’ readiness to adopt healthy eating and exercise habits.

      Target audience

      SNAP eligible residing in 12 low-income counties throughout the State of Michigan.

      Theory, Prior Research, Rationale

      Social marketing is an audience-centered approach featuring multiple, reinforcing channels of communication to influence behavior. The stages of change model was used to measure participants to engage in healthy behaviors.


      The 2012 MNN campaign Grow Your Kids with Fruits and Vegetables They Learn from Watching You was comprised of 3 phases of billboard messaging utilizing the USDA Core Messages in 12 urban counties across Michigan. Phase I promoted fruits and vegetables, phase II promoted physical activity, and phase III promoted family meals.


      A survey based on a sample of 919 randomly selected telephone interviews with SNAP eligible in the 12 counties targeted during each phase of the campaign. A cross sectional research design looked at the changes in variables between those respondents who did recall seeing the campaign messages and those who did not.

      Conclusions and Implications

      Respondents who saw the campaign were more likely to be in the preparation stage (55%) regarding increasing fruit and vegetable consumption, the maintenance stage (42%) regarding physical activity that their counterparts who did respond that they saw the message (50% and 35% respectively). Nearly 2/3 of all respondents with at least two people in their household are in the maintenance stage regarding eating together.


      Supplemental Nutrition Assistance Program - Education.