A Process Evaluation of the HappyHealthy SocIal Marketing Campaign

Social marketing campaigns are effective in promoting health behavior changes in individuals and communities. Mississippi State University Extension Service’s (MSU Extension) Office of Nutrition Education launched a statewide social marketing campaign branded HappyHealthy to target nutrition and healthy lifestyle-related behaviors of Supplemental Nutrition Assistance Program-eligible individuals and families. In this study, a process evaluation was conducted with MSU Extension staff to assess perceptions of the campaign’s relative advantage, compatibility, complexity, trialability, and observability. In the early stages of the campaign, external evaluators conducted in-depth interviews with MSU Extension staff members (n = 17). After the campaign had been active for several months, the same external evaluators developed a web-based survey instrument for administration with MSU Extension staff (n = 54). Interview and survey responses were interpreted in accordance with Roger’s diffusion of innovation theory. Staff responses indicated it is important that campaign messages and materials align with and enhance staff members’ job responsibilities and that campaign messages are consistent with other education being delivered. Allowing staff to get familiar with some campaign materials before they are responsible for using them may also be advantageous for successful adoption and implementation

Food Availability and Cost Patterns in Mississippi Retail Stores Participating in the Supplemental Nutrition Assistance Program

Research has suggested that availability of healthful food varies according to rurality/urbanicity, Supplemental Nutrition Assistance Program (SNAP) participation, and sociodemographic variables. We investigated differences in variety and cost of fruits and vegetables in convenience stores, grocery stores, and supermarkets across Mississippi. We collected data using the Nutrition Environment Measures Survey–Corner Store. Among stores surveyed (n = 453), fruit and vegetable variety was greater in nonmetro versus metro areas for convenience and grocery stores but not supermarkets. Elucidation of food availability in retail establishments serving SNAP Education (SNAP-Ed) clients is valuable for planning outreach efforts; smaller retailers may be important partners in rural settings

Dietary acculturation of Hispanic immigrants in Mississippi

Ayudar a inmigrantes hispanos en la elección de una dieta culturalmente aceptable puede incidir sobre su salud por generaciones. Para estudiar la relación entre aculturación alimentaria y salud en los inmigrantes, se escogió Scott County, Mississippi, un enclave relativamente nuevo de inmigrantes hispanos en Estados Unidos de América (EUA). Material y métodos. El método de investigación consistió en entrevistas con representantes de la comunidad (N=11), un grupo focal (N=6) e inmigrantes hispanos (N=18). Resultados. Representantes de la comunidad mencionaron que lo que influye en la elección de sus alimentos es la disponibilidad de éstos; asimismo sugirieron la organización de actividades para conocer diferentes culturas, al igual que clases de nutrición para aprender cómo utilizar ingredientes locales. Cinco fueron los temas más relevantes que se identificaron durante las entrevistas con los inmigrantes y el grupo focal: el precio de la comida, ideas sobre la salud, factores que influyen en la selección de la comida y la nutrición de los niños inmigrantes. Los participantes hispanos mencionaron que las jornadas de trabajo tan largas afectan la selección de la comida y que los productos del campo en EUA no son frescos ni tienen sabor. Conclusiones. Los resultados indican que hace falta una intervención que ayude a preservar prácticas alimentarias saludables y que minimice los aspectos negativos de la aculturación por la dieta predominante en EU