Healthy Choices Catch On: Data-informed Evolution of a Social Marketing Campaign.

OBJECTIVE

Describe how a multiyear, mixed-methods evaluation informed the evolution of a healthy eating and physical activity social marketing campaign.

DESIGN

Focus groups, A/B survey to test messages and images, telephone interviews (2019) with local programmers, and an annual outcome survey.

SETTING

Statewide through multiple channels: billboards, transit signs, social media, website, and program resources like banners and posters.

PARTICIPANTS

Supplemental Nutrition Assistance Program-Education eligible adults, focusing on mothers and caregivers.

INTERVENTION(S): Healthy Choices Catch On originally launched in 2006 and has since evolved.

MAIN OUTCOME MEASURE(S): Fruit and vegetable consumption, physical activity, and campaign recall.

ANALYSIS

Univariate descriptive statistics and multivariate, weighted linear regression modeling. Interview transcriptions were analyzed for common themes.

RESULTS

The multiyear evaluation demonstrated a steady increase in campaign exposure from 2013 to 2017, followed by a decline when new messages and images were introduced in 2018 and 2020. People with greater exposure to messages were more likely to eat more fruits and vegetables and be physically active.

CONCLUSIONS AND IMPLICATIONS

Using a combination of evaluation methods can help inform campaign design and evolution while also demonstrating reach and impact.