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About the Food and Nutrition Information Center

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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
Phone: 541-737-1017
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.
View/download files: 
Web site:
Order marketing materials:
Contact the Distributor:
    Distributor: Oregon State University Extension
    Contact: Lauren Tobey
    Mail: 106 Ballard Hall
Corvallis, OR 97331
    Phone: 541-737-1017
    Cost: 0.00 per
    Avail. in Qty: No

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