food stamp outreach coalition national media campaign food stamp outreach coalition november 17,...
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Food Stamp Food Stamp Outreach Coalition Outreach Coalition November 17, 2005
National Media CampaignNational Media Campaign
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Outreach GoalsOutreach Goals
Increase participation Increase participation among eligible peopleamong eligible people
Promote nutrition Promote nutrition assistance and work assistance and work support programsupport program
Overcome welfare Overcome welfare stigmastigma
Benefits with dignity Benefits with dignity and respectand respect
Inform where and how Inform where and how to applyto apply
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FNS Outreach Tools and ResourcesFNS Outreach Tools and Resources
Pre-screening ToolPre-screening Tool
National FSP Toll free National FSP Toll free
NumberNumber
Food Stamp Outreach Food Stamp Outreach
CoalitionCoalition
Photo Gallery – More Photo Gallery – More
pictures in fall 2006pictures in fall 2006
Educational materialsEducational materials
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National Media Campaign National Media Campaign
Now entering Third Now entering Third Year Year
Target AudiencesTarget Audiences ElderlyElderly Working PoorWorking Poor Immigrants (Spanish Immigrants (Spanish
speaking)speaking)
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Paid Radio AdvertisingPaid Radio Advertising Taglines:Taglines:
EnglishEnglish: Eat Right When Money’s Tight: Eat Right When Money’s Tight SpanishSpanish: N: Nuestra salud, nuestra fuerza. (Our Health, Our uestra salud, nuestra fuerza. (Our Health, Our
Strength.)Strength.)
Key Messages:Key Messages: You or someone you know may qualify for nutrition You or someone you know may qualify for nutrition
assistance. assistance. We’ve replaced paper stamps with a new card that can We’ve replaced paper stamps with a new card that can
help you and your family eat right.help you and your family eat right.
Action:Action: Call national or State toll free number for more Call national or State toll free number for more
information. information.
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Advertising Results – Years 1 and 2 Advertising Results – Years 1 and 2
National toll free number used in half the National toll free number used in half the advertising sites:advertising sites: 26% of callers request a packet by mail26% of callers request a packet by mail 84% said they found out from radio (year 2)84% said they found out from radio (year 2) Immediate jump in calls when advertising startsImmediate jump in calls when advertising starts
Percent increase in requests for packets by Percent increase in requests for packets by mail via the national toll free number:mail via the national toll free number: Year 1: 94%Year 1: 94% Year 2: 480%Year 2: 480% Combined Average: 259%Combined Average: 259%
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Other Campaign ActivitiesOther Campaign Activities
2 Tool Kits:2 Tool Kits: 1 for State and local FSP offices1 for State and local FSP offices
1 for Community Partners such as Food Banks, and 1 for Community Partners such as Food Banks, and
Community and Faith-Based OrganizationsCommunity and Faith-Based Organizations
Materials In Both Tool Kits:Materials In Both Tool Kits: Informational/Motivational DVD: “Community Hunger Informational/Motivational DVD: “Community Hunger
Champions: Helping People Eat Right When Money’s Tight” Champions: Helping People Eat Right When Money’s Tight”
DVDs with FSP informational materialsDVDs with FSP informational materials
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Other Campaign ActivitiesOther Campaign Activities Q: What is the difference between the two Q: What is the difference between the two
tool kits?tool kits?
A: The community tool kit contains a “how to do” A: The community tool kit contains a “how to do” Media Outreach section but the State/local tool kit Media Outreach section but the State/local tool kit
does not.does not.
Let’s Preview the Tool Kits! Let’s Preview the Tool Kits!
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Other Campaign ActivitiesOther Campaign Activities
Train-the-Trainer Sessions:Train-the-Trainer Sessions: Pilot session to be held herePilot session to be held here One session allocated for each FNS regional officeOne session allocated for each FNS regional office Sessions to be scheduled after tool kits are final Sessions to be scheduled after tool kits are final Video will be available to those who cannot attend Video will be available to those who cannot attend
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2006 Paid Radio Buys2006 Paid Radio Buys
English and Spanish advertisingEnglish and Spanish advertising New radio productionsNew radio productions
Working with FH now to select locationsWorking with FH now to select locations
Radio buy schedule (tentative):Radio buy schedule (tentative): March/April 2006March/April 2006 July/August 2006July/August 2006
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Public Service AnnouncementsPublic Service Announcements
RadioRadio English: English: http://www.fns.usda.gov/cga/radio/radio.htmhttp://www.fns.usda.gov/cga/radio/radio.htm Soon: 3 more English radio PSAsSoon: 3 more English radio PSAs Soon: 2 Spanish radio PSAsSoon: 2 Spanish radio PSAs
Television PSATelevision PSA 30 sec English and Spanish PSA developed by FSP grantee 30 sec English and Spanish PSA developed by FSP grantee
in California. in California. USDA made minor changes to make it national for use on USDA made minor changes to make it national for use on
TV or in retail stores. TV or in retail stores.
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Focus Groups in 2006Focus Groups in 2006
Participants will discuss:Participants will discuss: New names for the FSPNew names for the FSP 2 new Spanish TV Public Service Announcements2 new Spanish TV Public Service Announcements FSP MessagesFSP Messages
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Hunger Champions VideoHunger Champions Video
Developing the video was a team effort!Developing the video was a team effort! Thank you to those who appear on camera. Thank you to those who appear on camera. Thank you to those who provided information during the Thank you to those who provided information during the
script research phase. script research phase.
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