Social and Behavioral Sciences Commons^™

Are We Listening To Our Limited-Resource Audiences? Engaging Parents And Caregivers With Nutrition Messaging In Extension Programs, Karen L. Franck, Christopher T. Sneed

Journal of Human Sciences and Extension

Social marketing campaigns can be an effective method for reaching and engaging limited-resource participants in health messages related to nutrition and physical activity. The target audience should be engaged throughout the process of message identification and creation. This study included focus groups with limited-resource caregivers to help identify information sources utilized, nutrition messages most likely to resonate, and preferred communication channels. Nine focus groups with 108 limited-resource caregivers were conducted. Most participants were between the ages of 21 and 44, with a majority receiving SNAP benefits. All participants were female with over half identifying as white. Two researchers coded focus …