Evaluation Summary. Four Studies Conducted for the Partnership for a Healthier America's Fruits & Veggies (FNV) Campaign in California and Virginia, 2015-2017

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dc.contributor.assigneeRobert Wood Johnson Foundationen
dc.contributor.authorKraak, Vivicaen
dc.contributor.authorEnglund, Tessa R.en
dc.contributor.authorZhou, Mien
dc.contributor.authorDuffey, Kiyah J.en
dc.contributor.departmentHuman Nutrition, Foods, and Exerciseen
dc.contributor.departmentFralin Life Sciences Instituteen
dc.date.accessioned2018-03-23T20:05:29Zen
dc.date.available2018-03-23T20:05:29Zen
dc.date.issued2018-02en
dc.description.abstractThis evaluation summary provides brief descriptions of four studies funded by the Robert Wood Johnson Foundation to evaluate the Partnership for a Healthier America’s (PHA’s) branded FNV (Fruits & Veggies) Campaign that was launched in two pilot cities or test locations—Fresno in the Central Valley region of California and the Hampton Roads region of southeastern Virginia in 2015. The PHA designed the FNV Campaign as a new brand to increase the sales and consumption of all forms of fruits and vegetables (e.g., fresh, canned, dried and frozen) to reach Millennial moms, ages 21 to 34 years, and Generation Z teens, ages 15 to 20 years, in the two test locations. The PHA also explored how the FNV Campaign could reach racially, ethnically and culturally diverse populations. During phase one of the FNV Campaign (May 2015 to September 2016), the PHA reported the Campaign as a $5 million dollar/year that used commercial and behavioral branding principles and integrated marketing communication (IMC) strategies to raise awareness and encourage fruit and vegetable sales and intake among targeted populations in the two test locations. Commercial businesses often use IMC strategies in campaigns that combine advertising, public relations, sales promotion, direct marketing, sponsorships, celebrity endorsement, and point-of-purchase in retail settings across different communication platforms to build brand awareness and loyalty among targeted groups for products, services and ideas. In September 2015, the Robert Wood Johnson Foundation provided a grant to a research team in the Department of Human Nutrition, Foods, and Exercise at Virginia Tech in Blacksburg, Virginia to conduct a multi-faceted and independent evaluation of the FNV Campaign in the two pilot locations of Fresno, California and Hampton Roads, Virginia during phase one. This report summarizes the results of four studies that comprise an independent evaluation of the FNV Campaign conducted between September 2015 and December 2017. During phase two of the FNV Campaign (October 2016 to the present), the PHA announced the FNV Campaign’s expansion to 13 states and cities. These locations included: Fresno, Los Angeles and San Francisco, California; Boise, Idaho; Dallas, Texas; Chicago, Illinois; Mason City, Iowa; Syracuse, New York; Washington, DC; Boston and Springfield, Massachusetts; Norfolk/Hampton Roads, Virginia; Raleigh, North Carolina; Atlanta, Georgia; Miami, Florida; and Madison, Wisconsin. By May 2017, the PHA had reported more than 25 public- and private-sector partners who supported the FNV Campaign. These included partnerships with state health departments and USDA Cooperative Extension offices in California, Colorado, Georgia and Wisconsin to reach participants in Supplemental Nutrition Assistance Program (SNAP) and SNAP-Education (SNAP-Ed) to encourage fruits and vegetables. We anticipate that the collective findings from this evaluation will be useful as the PHA and partners aim to expand, scale up and sustain the FNV Campaign in other states and nationwide.en
dc.description.notesfalse (Extension publication?)en
dc.description.notesThis summary has full reports for each study described. Please contact Vivica Kraak at vivica51@vt.edu if you would like a complete electronic version of any of the studies.en
dc.description.versionPublished versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.orcidKraak, Vivica [0000-0002-9303-5530]en
dc.identifier.urihttp://hdl.handle.net/10919/82552en
dc.language.isoenen
dc.publisherDepartment Of Human Nutrition, Foods, And Exerciseen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.titleEvaluation Summary. Four Studies Conducted for the Partnership for a Healthier America's Fruits & Veggies (FNV) Campaign in California and Virginia, 2015-2017en
dc.typeReporten
dc.type.dcmitypeTexten
pubs.organisational-group/Virginia Techen
pubs.organisational-group/Virginia Tech/Agriculture & Life Sciencesen
pubs.organisational-group/Virginia Tech/Agriculture & Life Sciences/CALS T&R Facultyen
pubs.organisational-group/Virginia Tech/Agriculture & Life Sciences/Human Nutrition, Foods, & Exerciseen
pubs.organisational-group/Virginia Tech/All T&R Facultyen
pubs.organisational-group/Virginia Tech/University Research Institutesen
pubs.organisational-group/Virginia Tech/University Research Institutes/Fralin Life Sciencesen
pubs.organisational-group/Virginia Tech/University Research Institutes/Fralin Life Sciences/Fralin Affiliated Facultyen
pubs.place-of-publicationVirginia Tech, Blacksburg, VAen

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