Social Marketing Committee

The ASNNA Social Marketing Committee is a community of practice for SNAP-Ed agencies planning, implementing and/or evaluating social marketing efforts. During our time together we share, listen, learn and discuss SNAP-Ed Social Marketing best practices, lessons learned, and evaluation. We spotlight various campaigns, welcome experts in the field, and discuss audience segmentation. This committee welcomes new members. 

Quick Links

Regular Meeting Time

4th Thursday of every other month at 1pm ET

For more information,
email info@asnna.us.org

What is Social Marketing

As described by the Centers for Disease Control and Prevention, social marketing is “the use of marketing theory, skills, and practice to achieve social change, promote the general health, raise awareness, and induce changes in behavior.” 

Social marketing programs can be used to deliver nutrition and physical activity messages to a large SNAP-Ed audience as part of multilevel interventions or as part of community and public health efforts.  It is an important piece of SNAP-Ed and may focus on individuals or families, organizations, or communities.  Social marketing is a unique form of marketing that uses behavior change theory to change or prevent behavior. It is different than social media marketing, though social media may be used during social marketing campaigns. Social marketing uses commercial marketing techniques, including:  

  • Using evaluation tools to determine the effectiveness of campaign messages and channels and adjusting as needed.
  • Using a variety of channels for messaging. Examples include mass media (such as TV and radio), social media, promotional media (such as point-of-purchase prompts, videos, and websites), and/or earned media (such as public service announcements).
  • Understanding your audience and learning their needs and preferences through research and pilot testing.

New York SNAP-Ed

“Life’s Tight and We Eat Right” Campaign Convenience Store Flyer

Illinois SNAP-Ed

Eat. Move. Save. Campaign

Michigan SNAP-Ed

Healthy Choices Catch On Campaign

Pennsylvania SNAP-Ed

Be Healthy PA Campaign

Washington SNAP-Ed

Farmers Market Nutrition Programs Campaign

Wisconsin SNAP-Ed

Harvest of the Month Campaign

Utah SNAP-Ed

Create Better Health Campaign

Missouri SNAP-Ed

Eat Smart Like a Tiger Campaign

Mississippi SNAP-Ed

Happy Healthy Campaign

SNAP-Ed Social Marketing Impact

Washington: Farmers Markets saw a 13% increase in SNAP benefit redemption after a social marketing campaign in summer 2024. See Impact Report. 

Wisconsin: A Harvest of the Month social marketing campaign led to a 36% increase in the use of local produce in school meals. Fifty-seven percent of students ate more produce during school meals due to the campaign. Learn more. 

Pennsylvania: BeHealthyPA campaign recall led to more frequent physical activity and fruit and vegetable intake. See article.

Utah: The majority (88%) of Utah residents surveyed reported making changes to their behavior because of Create Better Health social marketing messaging. See infographic.

Illinois: Two-thirds of residents that saw Eat. Move. Save. campaign messages reported taking action, such as eating vegetables more often and increasing physical activity. See Evaluation Report.

New York: Research showed that effective messages are tailored to specific audiences, including actionable solutions. 

Mississippi: The HappyHealthy social marketing campaign was recognized by 46% of SNAP-eligible Mississippians, with 36% eating more fruits and vegetables and 36% cooking more meals at home.

Missouri: The Eat Smart Like a Tiger campaign resulted in over 14 million impressions. See Campaign Wrap-Up Report for more details. 

    

SNAP-Ed Social Marketing in Research

Recall and Outcomes of a Supplemental Nutrition Assistance Program-Education (SNAP-Ed) Statewide Social Marketing Campaign (2024, Journal of Nutrition Education and Behavior)

Effects of a SNAP-Ed Social Marketing Campaign on Behavior Change (2024, Scholars Junction Mississippi State University)

SHOP COOK EAT Healthy on a Budget: Examining Reach and Efficacy of Maine SNAP-Ed Social Marketing Campaign (2023, Journal of Nutrition Education and Behavior) 

Evaluation of a Targeted Social Marketing Campaign Promoting Nutrition and Physical Activity to SNAP-Ed Eligible Adults in Alabama (2021, Dissertation Auburn University)

Launching a Comprehensive SNAP-Ed Social Marketing Campaign Utilizing the Cooperative Extension Model (2016, Journal of Nutrition Education and Behavior)

Adding a Social Marketing Campaign to a Schools-Based Nutrition Education Program Improves Children’s Dietary Intake: A Quasi-Experimental Study (2016, Journal of the Academy of Nutrition and Dietetics)

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