The 130th Annual Meeting of APHA

Abstract #46589

Susan B. Foerster, MPH, RD¹, Jennifer Gregson, MPH, CHES², Angie Keihner, MS², Rachel Arola, BA¹, Sharon Sugerman, MS, RD, FADA², and Michelle Oppen, MPH, CHES². (1) Cancer Prevention and Nutrition Section, California Department of Health Services, PO Box 942732, MS 662, Sacramento, CA 94234-7320, (916) 322-1520, sfoerste@dhs.ca.gov, (2) Cancer Prevention and Nutrition Section, Public Health Institute, 601 N 7th Street, PO Box 942732, MS- 662, Sacramento, CA 94234-7320

The California Nutrition Network for Healthy, Active Families (CNN) is sponsored by the California Department of Health Services and over 200 partner organizations, with major funding from the U.S. Department of Agriculture and the California Endowment. CNN delivers a multi-level social marketing program with diverse activities ranging from small group nutrition education, to farmers market and grocery store promotions, to educational policy work. Traditional evaluation methods such as controlled studies are not practical, despite the vast size of CNN, because assumptions of randomness, isolation of intervention, and intervention continuity were invalid. Rather, alternate methods, more similar to the process tracing of detective work, were used to assess effectiveness. The CNN implementation and effectiveness is examined first through “upstream” or environmental assessments, program growth and intervention exposure tracking. “Midstream” measures such as knowledge and behavior change are then added to the narrative. Data were gathered from semi-annual population based surveys, case studies of policy changes, fiscal monitoring, semi-annual activity reports of process measures converted to consumer impressions, and behavioral outcome data specific to individual programs. These data were triangulated into a case study tracing the process of program implementation to endpoints of environmental and individual change. The narrative will conclude by relating CNNs progress to the overall goals of CNN: to increase fruit and vegetable consumption and physical activity among lower income consumers to meet national guidelines, and to increase food security and food stamp participation in California.

Learning Objectives:

• To understand how a multi-level model can be used as a framework for evaluation and adapted to the listerner's program activities
• To understand how using multiple types of data can be used to evaluate a program

Keywords: Social Marketing, Evaluation

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.