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|Title:||Food Hero Social Marketing Campaign|
|Alt. Title:||Héroe de Alimentos|
|Includes: ||Web site, recipes, newsletters, downloadable tip sheets, marketing materials|
|Audience: ||Adults, Parents, Hispanic Americans|
|Language: ||English, Spanish, newsletters in Vietnamese|
|Description:||"Food Hero is a social marketing campaign designed to increase consumption of vegetables and fruits within the target audience of SNAP-eligible Oregon moms with kids living in their homes."
The site is divided into two sections: one for Recipes and one for Tips & Tools. Web site users can access downloadable resources, and register to become a "Food Hero," to save recipes, post comments or rate recipes, and receive email updates. Users can also "Ask An Expert" questions about food, nutrition, or other topics.
|Funding Source: ||USDA, FNS, SNAP-Ed; Oregon Department of Human Services SNAP; supplementary Oregon State University Extension Service Family and Community Health|
|Developer: ||Lauren Tobey|
|Organization: ||Oregon State University Extension|
|Readability: ||6th grade or below|
|Assessment Method: ||Flesch-Kincaid|
|Pilot Testing: ||A 2009 needs assessment consisted of 7 focus groups and a pre-post phone survey. Currently, we are conducting process evaluation focused in over 50 Oregon elementary schools.
Research results (phase I) led to a redesign of the website, launched in 2011 in 14 Oregon counties. The launch campaign (phase II) included community programming kits, a comprehensive media buy, and daily social media interactions.
Phase III will occur in January 2013. Eight focus groups will be conducted for the needs assessment. A pre-post campaign participant survey, process evaluation, was designed and is being executed for the school launch.
|Assessment instrument Used? ||No|
|Use Restrictions: ||Permission needed to copy.|