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P127 Outcome Evaluation of the LSU AgCenter Social Marketing Program

      Background

      Social marketing materials, including billboards and television and radio campaigns, are used by the LSU AgCenter SNAP-Ed program to encourage healthy eating behaviors and to supplement information provided in direct education lessons. An evaluation conducted in 2018 found campaign messages were previously found to be effective in encouraging healthful eating behaviors, but changes were since made to targeting and implementation.

      Objective

      This study aimed to assess exposure, unaided recall, and behavior change outcomes of a social marketing campaign on a SNAP-Ed eligible audience.

      Study Design, Setting, Participants

      A survey was distributed to n = 78 SNAP-Ed eligible adults through channels used for recruitment of SNAP-Ed participants.

      Measurable Outcome/Analysis

      The survey first assessed unaided recall of social marketing messages, then prompted participants with titles of campaign messages and assessed recall. Survey questions also asked about changes to attitudes and behaviors after exposure to campaign messages.

      Results

      Although few (n = 13, 17%) respondents recalled messages unaided, many remembered billboard (n = 55, 70%) and television (n = 35, 45%) messages. Only 5% (n = 6) of participants reported hearing a radio message. Many participants who specifically recalled messages about breakfast and fruits and vegetables said they changed their behavior in response to those messages (n = 12, 41% and n = 19, 68%, respectively).

      Conclusions

      Though the generalizability of our findings are limited by the convenience sampling strategy used, our results demonstrated continued reach and effectiveness of the LSU AgCenter social marketing campaign among our sample of participants. Findings also suggested that radio messaging may not be effective in reaching the target audience.

      Funding

      Supplemental Nutrition Assistance Program - Education

      SUPPLEMENTARY DATA

      Supplementary data related to this article can be found at https://doi.org/10.1016/j.jneb.2022.04.168.

      Appendix. SUPPLEMENTARY DATA