FNV

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.