The 130th Annual Meeting of APHA

Abstract #46153

Carole Pirruccello, MPH, RD¹, Karen Shepard, MSW¹, Gil Sisneros, MPH, CHES², and D. Ginsburg, MPH². (1) Cancer Prevention and Nutrition Section, California Department of Health Services, P.O. Box 942732, MS-662, Sacramento, CA 94234-7320, (916) 324-3721, CPIRRUCC@dhs.ca.gov, (2) California Department of Health Services, Cancer Prevention and Nutrition Section, PO Box 942732, MS 662, 601 N. 7th Street, Sacramento, CA 94234-7320

The Network is a statewide public health program in California whose purpose is to promote healthy eating and a physically active lifestyle among low-income consumers by using social marketing techniques to reach large numbers of people. The three key outcomes of this program are to: increase fruit and vegetable consumption to at least 5 daily servings; increase daily physical activity to at least 30 minutes in adults and 60 minutes in children and youth; and increase participation in federally funded nutrition assistance programs. The Network is a public/private partnership led by the California Department of Health Services, working with several other State partners as well as agencies representing local and regional retail, media, policy, schools, health departments, tribal organizations, colleges and universities, food security, faith community, physical activity and city governments. In its sixth year of operation, the Network receives its funding from United States Department of Agriculture through Federal Financial Participation funds. The target population of the Network is Food Stamp eligible consumers, families with an annual income of $20,000 or less, and other similar low-income households with children. The Network’s social marketing activities include the traditional commercial marketing mix of advertising, publicity, promotion and personal sales as well as community development, consumer empowerment, environmental/systems change, policy, media advocacy and public/private partnerships. Growth of agencies participating in the Network's social marketing campaign has increased from 5 contractors in 1996 to approximately 150 contractors in 2002.

Learning Objectives: At the end of the session, the participant will be able to

• Describe the development,implementation and key outcome strategies of the Network's social marketing program to promote healthy eating and physical activity among low-income consumers in California.
• Describe elements of the social marketing activities, including public/private partnerships, promotion, consumer empowerment, community development, environmental/systems change, and policy development.
• Apply knowledge of the Network's social marketing program examples to establish similar programs in other communities.

Keywords: Social Marketing,

Related Web page: www.ca5aday.com

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.