Using Formative Research to Develop a Social Marketing Campaign to Understand Food Shopping Behaviors in Young Mothers

Background The Supplemental Nutrition Assistance Program (SNAP), formerly known as food stamps, serves the primary method of governmental-funded defense against insecurity in USA through provision food-purchasing assistance to eligible low-income people and families. However, participation SNAP has been associated with dietary disparities increased risk chronic disease overweight obesity. Low-income individuals are more vulnerable diet-related disease, they often have limited resources, unable afford healthier foods, such fruits vegetables, experience a lack geographic access healthy find themselves without time prepare meals. As result, financially marginalized populations less likely adhere Federal Dietary Guidelines for Americans. Objective purpose this study was twofold: first, gain insight into factors influencing choices grocery shopping behaviors women children, on budget, who utilize or SNAP; second, develop implement interventions based these insights enable participants better Methods We conducted independent formative interviews 19 Spring 2018 social marketing campaign promote behavior change practices. These were interviewed using loosely guided interview that gauged barriers, benefits, motivators, competition, influencers budget. Of participants, we identified those actively practicing selected budgeting purchasing like vegetables. To empower within community by drawing from experiences knowledge other same community, participate thorough process, followed journey mapping exercise. Data collected exercise analyzed barriers facilitators developing maintaining adoption use In response, research team search aligned outlined noted developed campaign. This then delivered series sessions where pre- post-surveys administered assess Results Specific topics yielded included tips tricks mothers used successfully budget purchase foods. Additionally, participated intervention reported at least one two times week. When asked about their habits related vegetables post-surveys, 60% intentionally every went shopping. Seventy nine percent (79%) creating allocated groceries before shopping, while 42% sticking Implications three domains determinants influence can inform future development among children SNAP.