Skip to main content
U.S. flag

An official website of the United States government

FNV

Back to Search

Other Materials yellow toolkit strategy banner
Developer
Partnership for Healthier America.
Year
2015

Part of the SNAP-Ed Strategies & Interventions Toolkit.*

The FNV Campaign is a social marketing and PSE change intervention that aims to present fruits and vegetables in a way that is both fun and cool, ultimately shifting attitudes, behavior and social norms relative to healthy eating. The objectives of the FNV Campaign are to create positive attitudes toward fruits and vegetables and to drive increased consumption of fruits and vegetables in targeted communities amongst SNAP eligible audiences. Targeted at millennials, the FNV campaign uses humor and the power of celebrity to voluntarily shift consumer behavior toward healthier dietary choices. The campaign’s recommended approach includes surround sound marketing through billboards, retail, and transit media placements and in advertising buys on social and digital media, but it can be customized and tailored based on individual campaign needs.

The FNV Campaign includes digital, social, transit, retail, billboard media and radio components. These intervention components provide the creative media to successfully implement a celebrity-driven social marketing campaign that resonates with appropriate audiences to change attitudes toward fruits and vegetables and drive increased consumption. All components are customizable to each project depending on formative research, budget, location, and targets. Additionally, a local approach to customizing the campaign assets is encouraged to create locally relevant messages to reach intended audiences. To implement the intervention, it is recommended that formative research and pre-test surveys are conducted to create messages tailored to each situation. At least 3-6 months of a media campaign is also recommended to include multiple touchpoints online and offline. After the media components have been delivered, conducting a post-test survey to evaluate campaign effectiveness is performed.

Website
Funding Source
unknown.
Free Material
No
SNAP-Ed Toolkit Classification
Emerging
Evaluation Framework Indicators
SNAP-Ed Connection Comments

Cost Information: There is a licensing fee to use the campaign materials. Additionally, there is a cost to adapt the campaign to a new market based upon the level of customization requested.

*SNAP-Ed Strategies & Interventions: An Obesity Prevention Toolkit for States is a compilation of interventions. The toolkit was developed by USDA's Food and Nutrition Service, The Association of SNAP-Ed Nutrition Education Administrators (ASNNA), the University of North Carolina at Chapel Hill's Center for Training and Research Translation (Center TRT), and the National Collaborative on Childhood Obesity Research (NCCOR), a partnership between the Centers for Disease Control and Prevention (CDC), the National Institutes for Health (NIH), the Robert Wood Johnson Foundation, and the USDA. It is designed and updated to help state SNAP-Ed administrative and implementing agencies identify evidence-based obesity prevention programs and policy, systems, and environmental (PSE) strategies and interventions to include in their SNAP-Ed plans.

Review date
Reviewer Initials
MR