Who is Food Insecurity Affecting? Of the 48.8 million people living in food insecure households, 32.6 million are adults and 16.2 million are children (21.6 percent of all children).Black (25.1 percent) and Hispanic (26.2 percent) households experienced food insecurity at far higher rates than the national average.The U.S. Department of Agriculture, 2010 Health Affects of Food Insecurity For ChildrenHungry Children … …are sick more often, and more likely to have to be hospitalized …suffer growth impairment that precludes their reaching their full physical potential… have developmental impairments that limit their physical, intellectual and emotional development.Feeding America, Child Food Insecurity, the Economic Impact on our Nation, Poor nutrition can increase risks of stunting, inadequate cognitive stimulation, iodine deficiency, and iron deficiency anemia Walker SP et al. Lancet., 2007For AdultsFood insecurity has been associated with type 2 diabetes “Patients with diabetes require special diets, and yet the ability to be consistent with those special diets was compromised by food insecurity.” Food Assistance Branch at the Economic Research Service of the USDA Food insecurity also has been linked to overweight and obesity, particularly among women Townsend MS et al. J Nutr. 2001An individual whose diet is lacking can experience malnutrition. Medication adherence may not be a high priority for patients who must focus their resources on obtaining access to an adequate food supply. And, as research is beginning to explain, access to food can affect the development and prevention of medical conditions and diseases. – Journal of American Medical Association “Food Insecurity Harms Health, Well-being of Millions in the United States”
NHO Regional Councils will partner with Stockbox openings to create a “Food Saves Lives” fair, complete with educational booths, health professionals, local farmers, and members of the regional council.Truck Farm: empowers people to grow their own food, with whatever means possible, to combat food insecurity and the associated malnutrition problems.Measure your BMI: connects health to issue of food insecurity, particularly the contradiction of obesity. Private area for people to reach out to health professionals and figure out which foods in their diets could be replaced with healthier foods for the same costs.SNAPis one major resource available to improve food insecurityLocal farmers will show how local food can be affordable as they offer some promotions, information on farmers markets.
Advisory board includes names like: Michael Pollan, USDA Secretary Tom Vilsack, Rep. James McGovern.
Curriculum comes in six downloadable lessons on foodsaveslives.orgInternet game component could be a RFP for developers, with an incentive of money or national recognition. I’m imagining something much like the First Lady’s Let’s Move request for for this, but focusing more on the medical issues associated with not getting enough to eat.
Engagement of tartgeted groups should happen through follows, direct messages, and direct asks of those who follow @foodsaveslives to promote the cause.
Promotion of an event with a link for tracking.
Branded Social Network: Assign community manager to facilitate discussion on the forum, encourage sharing of images/videos and successes, host live online chats, and send group messages. Sign up participants at Foodsaveslives.org and Food Saves Lives regional events
1. Food Saves Lives<br />Communications Campaign<br />Food Insecurity and Health<br />National Health Organization<br />
2. *Assumptions*<br />National Health Organization has 10 Regional Councils across the U.S.<br />NHO has seven figures or more to spend on outreach campaign and social media plan<br />NHO stakeholders are potential corporate donors, nutrition professionals, non-profit partners, and Regional Council members<br />NHO is targeting youth and young families when speaking to the public<br />
3. Fact Sheet<br /><ul><li>Use of statistics from a well-recognized organization and an associated visual
4. Image of an immune system boosting health food
5. Segmenting to speak to multiple audiences
6. A direct quote from a reputable health care organization
7. Used general terms and covered broad subject matter to coerce use among a wider range of nutrition and healthcare professionals</li></li></ul><li>Outreach/Education Plan<br />1. Food Saves Lives Regional Events<br />Stockbox Grocers brings affordable, healthy food markets to communities in food deserts through converted shipping containers placed in empty parking lot space near low-income living facilities.<br />Examples of Booths and Attractions:<br /><ul><li>Educational Truck Farm team for hands-on viewing of fresh, healthy food (and how easy it is to grow yourself!)
8. “Measure your BMI” with an onsite nutrition professional to answer questions
9. Supplemental Nutrition Assistance Plan outreach coordinator
10. Local farmers and grocers exhibiting deals and sales</li></li></ul><li>Outreach/Education Plan<br />2. Food Saves Lives Media Push<br /><ul><li>Foodsaveslives.org launch, coinciding with release of national TV commercial and PSAs about health risks associated with food insecurity
11. Organize a “Food Saves Lives” advisory board of influencers in the food insecurity world. Work with advisory board members to write editorials in NHO specific regions and pitch to local papers
12. Outreach to food justice bloggers asking them to carry and repost the Food Saves Lives seal on launch day.</li></li></ul><li>Education/Outreach Plan<br />3. Food Saves Lives Curriculum<br /><ul><li>Produce elementary, middle and high school “Food Saves Lives” curriculum plan for health lessons
13. Invite larger schools (connect with principals, school district administrators) in 10 NHO specific regions to implement curriculum
14. Develop Internet game component to curriculum to keep youth engaged</li></li></ul><li>Social Media Plan<br />Facebook<br /><ul><li>Food Saves Lives National Page with landing page that invites visitors to join the campaign (sign-up for e-blasts and e-newsletters)
15. 10 NHO Regional Councils will create location specific pages to engage visitors on a local level i.e. “Food Saves Lives East Texas”
16. Use Facebook Events as primary place to invite supporters to “Food Saves Lives” regional events
17. Original content includes: Food Rumblings (relevant news), Hungry for More (Facebook questions that engage the audience), Hungry no More (profile of a person who found ways to skirt the issue of food insecurity which led to a healthier life.)</li></li></ul><li>Example Facebook Post<br /> Meet Ashley. Ashley is a single Mom of two, and often skips one meal a day to get by. She worried about her health and her family’s due to the lack of fresh vegetables in their diets. Then she learned about the Supplemental Nutrition Assistance Program. Learn more here: FoodSavesLives.org<br />
18. Social Media Plan<br />Twitter<br /><ul><li>@FoodSavesLives tweet relevant news about the connection between food insecurity/health, developments on upcoming Food Saves Lives events, PSAs/TV commercials, and stories from the field.
19. Engage targeted groups: educational institutions, nutrition professionals, non-profit health and feeding organizations, homeless advocacy organizations.
20. Use Hootsuite.org to combine multiple voices into one Twitter account. Engage regional councils in tweeting by sending assignments to tweet through @FoodSavesLives</li></li></ul><li>Example Tweet<br /> A grocery store in a shipping crate? Fresh, affordable food 4 all at Food Saves Lives Austin. RSVP here: 6azlc7/bit.ly <br />
21. Social Media Plan<br />Branded Social Network<br />Build a private social networking community to connect families struggling with health due to food insecurity to nutrition professionals and NHO council members. Use social workers, school counselors to recruit community members.<br />Tracking<br /> Use Radian 6 and Hootsuite analytics to track progress of campaign and adjust as needed.<br />