Food Stamp Food Stamp Outreach Coalition Outreach Coalition November 17, 2005

National Media CampaignNational Media Campaign

2

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

3

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

4

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)

5

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.

6

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%

7

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

8

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!

9

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

10

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

11

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.

12

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

13

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.