In 2017, Alabama Cooperative Extension System at Auburn University (ACES) contracted Altarum to conduct outcome and formative evaluations of its Live Well Alabama social marketing campaign. Based on Altarum's findings, ACES updated the three core messages and accompanying images for its billboard campaign that relaunched in early 2018.
To measure campaign exposure and assess dietary and health behaviors among selected Alabama Supplemental Nutrition Assistance Program-Education (SNAP-Ed) parents.
Study Design, Settings, Participants
Altarum conducted an outcome evaluation using measures from the SNAP-Ed Evaluation Framework. An updated telephone survey was utilized to collect data from parents of third grade Body Quest students in spring 2018.
Descriptive statistics described the sample population and outcome variables. Significant differences between groups were estimated using 95% confidence intervals. Differences between the 2017 and 2018 evaluations were noted.
A total of 366 surveys were completed. About half (51%) of respondents were exposed to at least one billboard message, a significant increase from 2017 (38%). Repeated exposure to billboards was strong with 39%, 41%, and 56% of all exposed respondents reporting seeing the Fruit and Vegetable, Physical Activity, and Water billboards five or more times, respectively. Exposed respondents reported that viewing the billboards led them to drink more water (38%); eat more fruits and vegetables (37%); think about making healthier food choices (33%); plan healthy meals (32%); and buy more fruits and vegetables (31%). Respondents exposed to billboards consumed significantly more cups of fruit than those unexposed (1.7 and 1.3 cups, respectively) and were significantly more likely to report consuming water two or more times per day than those unexposed. Similar to 2017 results, lack of time was reported as the primary barrier to increasing vegetable consumption and physical activity.
ACES successfully revised and relaunched its billboard social marketing campaign in 2018 that was recognized by over one-half of the surveyed target audience.