Maine Nutrition Network

This program was a four-year social marketing campaign of the Maine Nutrition Network (1998-2002). The overall campaign goal is to increase the number of food stamp families who adopt healthful eating habits. The primary target audience was adult food stamp recipients with children less than 19 years of age living with them. Because this is a state wide campaign, with many message distribution channels being used, there is spill over to the general population (secondary audience). In January 2001, the Maine Kids Eat Smart campaign was launched and developed the following materials:

Radio ads (Listen here: Banola Bar, Orange Smoothie, Bean & Cheese Burrito
and Tutti Fruitti - radio ad not yet developed)
Posters that compliment the radio ads: Banola Bar, Orange Smoothie, Bean & Cheese Burrito)
Kids recipe booklet (cover page here)
Kids water bottles
Campaign photo magnets

Marketing Strategies

MNN contracted with Burgess Advertising and Associates located in Portland, Maine, to design the campaign. The campaign messages and materials were disseminated through multiple channels which include paid television advertising, public service announcements, newspapers, newsletters, food stamp mail inserts, posters, flyers, a partner promotional packet, and many Network partners who are incorporating campaign materials into their local community programming. One of the community components of the campaign involved the formation of local peer support groups by MNN partners called Eat Smart Clubs. The intent of the Clubs was to encourage and support healthy eating among the target audience. In 1999, five partners were funded and six clubs were formed.

Evaluation plan

The evaluation plan based on the United Way Logic Model was designed to evaluate the following four components: partner involvement, community involvement, changes among the target population which would indicate movement toward healthier eating, and a process evaluation of campaign materials and distribution channels.

Executive Summary, Baseline Findings

Baseline data has been collected on 593 food stamp households from our primary target audience regarding: knowledge, attitudes and behaviors regarding diet and health; stages of change, perceived self-efficacy of dietary change regarding fat and motivations for changing diet; diet, food choices and fat intake; attendance in nutrition education programs. Four hundred and twelve individuals from the original cohort were interviewed again in Year II.

For more information, contact Lori Kaley, MS, RD, LD, at (207) 626-5258