CHOW Social Marketing Campaign Report by 1095 Skagit Coalition

A social marketing campaign for A Â weekend food delivery Program Skagit county, wa Shelby Marber, Maddie Lind, Jeevan Noel, Nicole Durham

CHOW Social Marketing Campaign Shelby Marber, Maddie Lind, Jeevan Noel, Nicole Durham HLED 410 Western Washington University

CHOW SOCIAL MARKETING CAMPAIGN

Table of Contents Literature Review…………………………………………………………….....………………...2 Health Problem……………………………………………………………....……………2 Determinants…………………………....…………………………………………………3 Agency Program………………………....………………………………………………..7 Evidence-Based Campaigns……………………….……………………………………...8 Situational Analysis…………………...………………………………………………....12 Target Audience...………………...……………………………………………………...14 Positioning Statement, Goals, and Objectives…………………………………….....…………..18 Logic Model……………………………………………………………………………………...21 Summary of Marketing Mix………………………………………………………………..........22 Drafted Promotional Strategies………………………………………………………………….25 Logo………………………………………………………………………………………...25 Flyers……………………………………………………………………………………….26 Radio PSAs…………………………………………………………....................................29 Bus Ad…………………………………………………………...........................................31 Facebook Posts…………………………………………………………..............................31 Press Release………………………………………………………….................................32 Presentation Slides…………………………………………………………................................34 References………………………………………………………………………………..……...44 Appendices………………………………………………………………………………………49 Appendix A: Focus Group Questions………………………………………………………50 Appendix B: Summary of Focus Group Findings…………………………………………..52

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Literature Review Health Problem Food insecurity is a national health problem, affecting nearly one out of every seven households in the United States (Office of Disease Prevention and Health Promotion [ODPHP], n.d.). The United States Department of Agriculture Economic Research Service (2016) describes food insecurity as the “economic and social condition of limited or uncertain access to adequate food” and includes decreased quantity and/or quality of diet. The nation aims to reduce food insecurity drastically by the year 2020, with objectives to lower the rate of household food insecurity from 14.6% to 6% and the rate of very low food security in households with children from 1.3% to 0.2% (ODPHP, n.d.). Particularly vulnerable to experiencing food insecurity are households with children. Nearly 19% of households with children are food insecure; this rate skyrockets even further, up to roughly 45%, if the household falls below the federal poverty line (Children’s Alliance, 2015). These prevalence rates among children are particularly alarming as food insecurity is associated with poor academics, mental, and physical health issues (Melchior et al., 2009; Cook & Frank, 2008; Connell, Lofton, Yadrick, & Rehner, 2005; Seligman, Laraia, & Kushel, 2010; Kirkpatrick, McIntyre, & Potestio, 2010). Washington State’s prevalence of food insecurity is not far from the national average, sitting at 13.7% (Children’s Alliance, 2015). Among children living in Washington, about one out of every five live in a food insecure household (Feeding America, 2016). Looking at the issue more locally, Skagit County is estimated to have a food insecurity rate of almost 13%, slightly below the state and national average (Feeding America, 2014). However, the proportion of children living in food insecure households is greater than both the national and state

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averages. In Skagit County, one in four children live in a food insecure household (Smith & Lamson, 2015). Additionally, it is estimated that 11,000 to 12,000 children in Skagit County have an insufficient weekend food supply (D. Gilliland, personal communication, April 2017). The prevalence of food insecurity and associated measures signifies that there is a clear need for efforts that address food insecurity in Skagit County, especially among the youth population. Determinants Poverty and limited financial resources. â&#x20AC;&#x2039;One major determinant of food insecurity is poverty and limited financial resources. The prevalence of food insecurity among the low-income population (those under 185% of the federal poverty level) in 2012 was 33%, far greater than the national average (Coleman-Jensen, Rabbitt, Gregory, & Singh, 2016). The association between low financial resources and food insecurity is fairly explicit. Examples of this association can be seen in the changes in food insecurity rates following economic fluctuations in recent years. For instance, after the 2008 recession the national prevalence of food insecurity increased nearly 4%, and in Washington State the number of food insecure households doubled (Jablonski, McFadden, & Colpaart, 2016; Northwest Harvest, 2012). More locally, in Skagit County there are numerous financial challenges that make it difficult to afford enough quality food. In a focus group conducted by Northwest Harvest in 2012 food insecure residents noted the decrease in jobs, stagnant wages, and limited affordable housing as impediments to accumulating enough money for necessities like food and health care. Housing usually takes top priority, and in Skagit County there is a 1% vacancy rate, which limits affordable housing (D. Gilliland, personal communication, April 2017). With competing necessities and limited financial resources, these trends at the national, state, and local levels

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exemplify the powerful force that economic conditions have over someone’s ability to purchase an adequate amount of quality food. Food prices. Related to poverty and strained financial resources is food prices. Those with strict budgets may find it more affordable to purchase energy-dense foods which are usually less healthy and more filling compared to nutrient-dense foods (Monsivais, McLain, & Drewnowski, 2010). In a study examining food prices in Seattle-area grocery stores from 2004 to 2008, the cost of nutrient-dense foods increased by roughly 30%, while the cost of energy-dense foods rose approximately 16% (Monsivais et al., 2010). The unequal rise in prices among nutrient-dense and energy-dense foods relates in particular to the component of food insecurity regarding reduced quality of diet. These unbalanced prices reinforce the over consumption of nutrient-poor, high-calorie foods which results in an unhealthy diet. Federal nutritional assistance programs. Those with low financial resources who are experiencing food insecurity can receive federal assistance through programs such as the Supplemental Nutrition Assistance Program (SNAP). However, the benefits from these programs are often cited as insufficient (Northwest Harvest, 2012; Cornerstone Strategies, Inc., 2013). Maximum SNAP benefits are based on the Thrifty Food Plan (TFP), a meal plan model that states it is possible to eat healthy and adequately on a low-budget (Carlson, Lino, Juan, Hanson, & Peter, 2007). An analysis by Drewnowski and Eichelsdoerfer (2010) highlights various reasons why the TFP does not represent a reasonable framework for a nutritious and feasible diet for the low-income population. In order to meet the required number of calories, the TFP emphasizes the consumption of energy-dense foods such as white bread, shortening, sugar, and potatoes. The excess consumption of such minimally nutritious foods does not constitute a

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well-balanced, healthy diet (Drewnowski & Eichelsdoerfer, 2010). Furthermore, the current TFP financial calculations assert that a nutritious diet is attainable with roughly $37.50 per week (United States Department of Agriculture, 2016). However, another study found that a nutritious diet costs a person $78.47 per week, nearly double the amount suggested by the TFP (Rao, Afshin, Singh, & Mozaffarian, 2013). Because the TFP is used to calculate maximum SNAP benefits, the benefits distributed to SNAP participants may not fully meet the needs of those it assists (Drewnowski & Eichelsdoerfer, 2010). It should also be noted that the TFP assumes that all meals are prepared at home. This assumption could pose a problem to those living in poverty who may be working additional hours or multiple jobs (Drewnowski & Eichelsdoerfer, 2010). Overall, the TFP provides impractical guidelines for the individuals it is supposed to serve and results in inadequate benefits for SNAP recipients. Stigma and pride. Even though the support provided by some federal nutritional assistance programs might not be quite enough, participation in programs such as SNAP and the National School Lunch Program have been shown to reduce the rates and severity of food insecurity (Ratcliffe, McKernan, & Zhang 2011; Roustit, Hamelin, Grillo, Martin, & Chauvin, 2010). However, the stigma attached to participation in such programs can dissuade potential clients from signing up. A study by Connell, Lofton, Yadrick, and Rehner (2005) found that those who are food insecure are often ashamed of their situation. Food insecure youth in particular are worried that someone will discover they are poor based on their dietary behaviors. Behaviors such as eating all of a school-provided lunch very quickly may indicate to other students that they are poor and add to the perceived stigma of food insecure youth. This stigma experienced by children may hinder efforts to address food insecurity in schools. For example,

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some schools note that there is stigma attached to participating in free breakfast programs that are offered (Hearst, Shanafelt, Wang, Leduc, & Nanney, 2016). Connell and colleagues (2005) also concluded that it is not just children who are ashamed of being food insecure. Parents are unlikely to discuss a food insecure situation openly, and will often seek help discretely in order to decrease the chances that someone will find out they do not have enough food (Connell et al., 2005). Aside from stigma, parents may also avoid assistance because they do not want to be seen as incapable of providing for their families, and they may feel a sense of failure if this is the case (Harden & Shanks, 2016). Thus, stigma and pride may result in decreased participation in nutritional assistance programs which are often able to help reduce the severity of food insecurity if not resolve it completely. School meal programs. Although stigma may prevent individuals from partaking in support programs, it is important to get as many food insecure kids as possible to sign up for school-based meal programs because non-enrollment perpetuates the effects of food insecurity (Roustit et al., 2010). Food insecurity is associated with poor academics, but when children enroll in a food assistance program at school the association weakens or disappears altogether (Roustit et al., 2010). This demonstrates how the consequence of poor academics caused by food insecurity can be mitigated by participation in school food programs. Therefore, non-enrollment of eligible students in these programs is a determinant of food insecurity, as it prohibits children from gaining access to food they need to succeed academically. Parent-child relationship. A determinant that relates specifically to food insecure families is the parent-child relationship. In food insecure households, adults are most likely to feel the effects of food insecurity and cut the size of their meals in order to protect their kids

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from hunger (Connell et al., 2005). A study by Tarasuk and Beaton (1999) looked at households that experienced hunger for over 30 days. In these households mothers experienced the most negative effects, as they had the lowest levels of energy and greatest nutrient deficiencies (Tarasuk and Beaton, 1999). It is important to bear in mind that in food insecure households the children may be the least likely to experience food insecurity themselves. Even if the child does not go hungry, the increased risk of negative health effects that food insecure parents may experience can still create a less than ideal home environment for the child (Melchior et al., 2009). Food bank capacity. Many people who are food insecure rely on food banks to avoid going hungry. Unfortunately, food banks often struggle to supply nutritious, healthy food to their clients due to insufficient resources. A study by Green and Cornell (2014) examining food insecurity in Washington State notes that food banks find themselves buying greater amounts of high-calorie, nutrient-poor foods to support their expanding client base. Additionally, high administrative costs often absorb up to 40% of a food bank’s budget (Green & Cornell, 2014). Consequently, some food banks have limited capacity to provide adequate amounts of nutritious food to the people they serve. This limited capacity demonstrates the inability of food banks to tackle the element of food insecurity regarding reduced quality of diet. Agency Program The 1095 Skagit Coalition/WSU Extension has developed a program called Cutting Hunger On Weekends (CHOW), which strives to reduce food insecurity among kids living in Skagit County. Previously, in Skagit County only some schools provided weekend food bags to students who qualified for free or reduced lunches (these programs are commonly referred to as

CHOW SOCIAL MARKETING CAMPAIGN

“backpack” programs). CHOW, however, will distribute bags of food right to the doorsteps of any youth who have little to no access to food over the weekends. The 1095 Skagit Coalition/WSU Extension has partnered with several organizations to implement this program. The delivery process for CHOW is as follows: Food packs are prepared within Helping Hands food bank which are then sent to Community Action of Skagit County. From Community Action, Skagit Publishing picks up the food packs and delivers them to all kids who have signed up for CHOW. This new system creates anonymity among students as well as expands the program to all youth in need of weekend food assistance. CHOW is specifically targeting children ages 0-17 who are considered food insecure in Skagit County. A distinct subpopulation CHOW plans to target is the Latinx community. Nationally the hispanic population is roughly 12% more likely to experience food insecurity (Children’s Alliance, 2015). Furthermore, a decrease in services provided by the Food Assistance Program, which offers benefits to immigrants, resulted in some families in Skagit County having their benefits cut in half (Cornerstone Strategies, Inc., 2013). The Latinx community is also currently expressing mistrust of outside help from organizations due to a perceived suspicion of increased Immigration and Customs Enforcement activity (D. Gilliland, personal communication, April 2017). CHOW will need to work with the community to address this mistrust and reach as many food insecure youth as possible by partnering with Latino/Latina Advisory Committee. Situational Analysis Competition. CHOW is a needed program in Skagit County, as only some schools have established school backpack programs but these have been disjointed and have had low

CHOW SOCIAL MARKETING CAMPAIGN

participation (D. Gilliland, personal communication, April 2017). Despite the need for food assistance programs, parents and children are stigmatized, which in turn can prevent families from seeking out the related programs available to them (Connell et al., 2005). Parents may feel ashamed if they are not able to provide their children with enough food, and children (in fear of judgement) do not want their friends and peers to know that their family is struggling to put food on the table (Harden & Shanks, 2016). Strengths. The anonymity of CHOW is where most of this program’s strengths stem from because it limits the social barriers preventing food insecure families from seeking assistance. In partnership with food banks and Skagit Publishing, existing delivery routes are used to deliver food right to kids’ door steps. Food being delivered right to one’s residence is more convenient and anonymous than traditional backpack programs. This system also has the potential to continue when school is out of session (e.g., summer break) or if a student changes schools. The delivery method also allows for any child or parent to register for the program without any questions asked. This means that food will not only be provided to students that qualify for free/reduced lunch or that school counselors have identified, but also anyone who could benefit from extra support on the weekend. This also frees up counselors to focus on other services they provide by removing the task of identifying eligible students. CHOW has multiple elements that address the weaknesses of the old backpack programs, however it still has some weaknesses of its own. Weaknesses. What makes CHOW unique from previous backpack programs is that the food is not being carried home from school in backpacks, but is instead delivered directly to one’s door. Although this delivery method is beneficial for most families, it excludes the

CHOW SOCIAL MARKETING CAMPAIGN

homeless population. Without a home to get food delivered to, the homeless population will need a central location to pick up their food. Also, because sign-up for CHOW is done online or over the phone, it assumes that everyone has access to the internet or a telephone. The food banks in Skagit County have the capacity to supply CHOW with food, but generally food banks have a small selection of food. The food provided by food banks is low-nutrient, highly-processed foods (Green & Cornell, 2014). Although any type of food is better than no food, often times food insecure populations do not receive sufficient amounts of nutrients, even if they are getting enough calories. The low selection of food available at the food banks also may not be culturally appropriate for families receiving a food bag. Through CHOW’s partnership with Skagit food banks there will be enough food to be supplied to kids and teens in Skagit County who need it. Despite the low nutrient density and cultural limitations, getting any type of food is better than no food. CHOW relies heavily on its partnerships with multiple organizations but many different organizations can also make difficult to collaborate. Currently Helping Hands Food Bank, Skagit Publishing, 1095 Skagit Coalition, WSU Extension, and Community Action of Skagit County are involved. Despite all this support, there is still some resistance from the Mount Vernon Food Bank. The Mount Vernon Food Bank is the largest in Skagit County, however they have refused to support CHOW because they view it as competition (D. Gilliland, personal communication, April 2017). By using the support that has already been established CHOW can hopefully gain the Mount Vernon Food Bank’s support in the future. Opportunities. In order to be a consistent and sustainable food assistance program across the county that is unified and accessible, CHOW must recognize its strengths,

CHOW SOCIAL MARKETING CAMPAIGN

weaknesses, and capitalize on opportunities presented. Currently CHOW’s main goal is to get families signed up to participate and start building community awareness and trust. To be successful in the goal CHOW plans on using opportunities to advertise at schools and food banks. Schools are where children and teens spend most of their time and students generally trust school staff, therefore, advertising at schools would be a great place to start building awareness among students. For example, if a teacher recommends CHOW to students they might be more likely to view it as a trustworthy program. Food banks are also a great opportunity to build awareness. Food banks are a good location to advertise among families that are already seeking food assistance. Additionally, food banks have the potential to be signup locations for those without access to a computer or telephone. CHOW can utilize already established partnerships with the food banks, as well as its partnership with Skagit Publishing to advertise among the houses along delivery routes. Schools and food banks are a great place to first start raising awareness of CHOW, but with the predominance and growing influence of social media CHOW can use various social media platforms for promotion. Different social media platforms appeals to different subpopulations, thus CHOW must target its message to the subpopulation who uses the specific social media platform most. To be successful in its goal of increasing awareness and trust, CHOW needs to take advantage of every opportunity presented. Threats. Capacity and sustainability are critical for CHOW to be successful in providing assistance to as many food insecure kids and teens as possible in Skagit County. Multiple organizations are involved which can make it difficult to collaborate at times, but this support increases CHOW’s capacity. CHOW relies heavily on its partnerships with the food bank and

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Skagit publishing and any decrease in the capacity of these organizations would affect CHOWâ&#x20AC;&#x2122;s ability to function. The recent decline in the number of newspapers sold poses a possible threat to Skagit Publishing (Barthel, 2016). Therefore, delivery routes and the overall sustainability of CHOW could be affected if Skagit Publishing experiences a decline in newspaper subscriptions. Barriers. â&#x20AC;&#x2039;The main barriers that prevent individuals who need food assistance from seeking out help are unawareness of program they qualify for, stigma, and mistrust. Mistrust is a large barrier, specifically among the Latinx community in Skagit County. The Trump Administration has increased the enforcement of illegal immigrants which has contributed to a large fear of deportation among illegal immigrants for participating in assistance programs. CHOW is anonymous and there is no risk for illegal immigrants to be deported, but their fear is real and legitimate. To gain the trust of the Latinx community, CHOW will need to gain the support of gatekeepers such as the Latino/Latina Advisory Committee and all promotional materials should also be printed in spanish. Evidence-Based Social Marketing Campaigns In a review of previous relatable campaigns, lessons can be learned with regards to the implementing a social marketing campaign to increase awareness and participation in CHOW. The following studies highlight the importance of developing social marketing campaigns that are relevant to the target audience, understand the capacity of the program, and utilize mediums of communication that are usable by the audience. Understanding lessons from previously implemented programs can not only provide valuable insight into what makes a program effective, but also what makes one ineffective.

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A study conducted by Bailis and Milstein (2013) examined the effectiveness of a social marketing campaign which aimed to increase participation in summer meal programs in the Baltimore area. The overall results of the campaign efforts were inconclusive, yet may have had a positive effect. Summer meal program participation rates in Maryland decreased, but the decrease was less severe in Baltimore where the campaign occurred. Analysis of the campaign found certain efforts to be more effective than others at generating response from members of the community. For example, facebook ads, neighborhood canvassing, backpack flyers, business cards, government agency distributed materials, radio ads, and tv ads produced the most calls to the program hotline. The most ineffective promotional effort was direct mail, which poorly targeted the priority audience. Also, the campaign failed to ensure that meal sites had the capacity to serve additional clients who showed up as a result of the campaign efforts. Subsequently, some service sites ran out of food or turned people away. Overall, this social marketing campaign conducted in Baltimore demonstrates the value of targeting promotional strategies and ensuring adaptability of the promoted program to cope with elevated participation rates (Bailis & Milstein, 2013). â&#x20AC;&#x153;Produce on the Goâ&#x20AC;? (POTG), another example of a campaign, sought to improve food access in a rural California county through a mobile farmersâ&#x20AC;&#x2122; market. The two main barriers that were identified for the campaign were price and time. Most of the fresh fruits and vegetables offered to residents were higher priced than anticipated which negatively affected the sustainability of the program (Ramirez, Rios, Valdez, Estrada, & Ruiz, 2016). Additionally, for many individuals participation in the program cost them valuable time. It was expressed by

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residents that they did not have the time to wait in the long lines that would form (Ramirez, Rios, Valdez, Estrada, & Ruiz, 2016). These barriers in turn led to the program being ineffective. Though unsuccessful, the program evaluation was able to identify factors of other food delivery programs that were effective. Through post evaluations, POTGâ&#x20AC;&#x2039; â&#x20AC;&#x2039;found that the most successful food delivery programs promoted themselves through coupons, targeted advertisements, and social media (Ramirez, Rios, Valdez, Estrada, & Ruiz, 2016). Furthermore, a national assessment recognized that successful mobile food access interventions all had a significant amount of community involvement with important decision making about price, product, and place of the intervention (Ramirez, Rios, Valdez, Estrada, & Ruiz, 2016). In addition to community involvement with marketing decisions, it was suggested that the target audience participate in community events relating to the program intervention as well as directly mailing information to the target audience. These activities proved to increase community awareness of the program (Ramirez, Rios, Valdez, Estrada, & Ruiz, 2016). Target Audience: Skagit County Youth and Parents The new weekend food delivery program in Skagit aims to lower food insecurity rates among local youth (ages 0 to 17) by increasing participation in the program. To increase participation, the social marketing campaign for the program will be targeting food insecure youth and their parents. Additionally, the campaign will focus on the Latinx community due to current low participation rates in food support programs (D. Gilliland, personal communication, April 2017). Among these priority and sub-populations there are significant demographics and characteristics that are valuable for guiding the direction of the social marketing campaign.

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Skagit youth. Skagit County has a large youth population, many of whom live in poverty. Almost a quarter of the population (27,000) is under 18 years old and 5,000 children live below the federal poverty line (United States Census Bureau, n.d.; Skagit County Population Health Trust, 2015). A community needs assessment conducted by Cornerstone Strategies, Inc. (2013) for Community Action of Skagit County revealed multiple indications of high food insecurity in Skagit County, especially among youth in the area. In recent years there has been an increase in the number of school children who qualify for free and reduced price lunches, with just over half of children being eligible. These rates are particularly high in Mt. Vernon and Concrete school districts, which have eligibility rates of 70% and 63%, respectively. It is important to note, however, that many low-income parents in ethnic communities feel the meals provided at school are unhealthy and that their children do not like the taste of the food, as the meals are mostly comprised of typical “american” foods. This even causes children to forgo school-provided food and head home hungry (Cornerstone Strategies, Inc., 2013). Low-income households. In the entire population there is a strong negative correlation between income and the severity of food insecurity. The Skagit County needs assessment conducted in 2013 by Cornerstone Strategies, Inc. found that 84% of low-income households used a supplemental food program, half said someone in the house skipped meals in the last year due to lack of finances, and over a quarter said someone in the house went hungry in the last year. Many low-income households felt that food stamp benefits were inadequate, which resulted in reliance on food banks and other support organizations (Cornerstone Strategies, Inc., 2013). Overall, low-income residents of Skagit County rely heavily on food assistance programs which are likely insufficient to fully address food insecurity.

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Ethnic minorities. â&#x20AC;&#x2039;In Skagit County there is a prominent Latinx community, as roughly 18% of the population is hispanic or latino, and just over 15% of those older than five years old speak a language other than English at home (United States Census Bureau, n.d.). Respondents from the low-income Slavic and Mixtec communities, two prominent sub-populations in the area, stated that the food banks do not provide culturally-appropriate staple foods, making it difficult to use the food they receive (Cornerstone Strategies, Inc., 2013). Interestingly, in general, the Mixtec respondents stated that nobody in their community goes hungry due to cultural norms of financial prudence and altruism (Cornerstone Strategies, Inc., 2013). Housing statistics. â&#x20AC;&#x2039;Additional demographics to take into consideration when developing social marketing strategies are unstable housing and homelessness. Among the low-income population in Skagit County, 28% moved multiple times within the last year, 7% lived in transitional or emergency shelter, 7% were homeless, and a quarter of respondents experienced homelessness sometime within the last year (Cornerstone Strategies, Inc., 2013). Because the weekend food delivery program will deliver food to homes, these housing statistics are vital to factor in when, as well as the logistics of the weekend food delivery program. Communication access. â&#x20AC;&#x2039;Looking at various communication outlets among low-income households in Skagit County, 72% had a cell phone, 31% had a functioning landline, 51% had internet access, 30% received a newspaper, and 29% had public access tv (Cornerstone GilStrategies, Inc., 2013). Additionally, there is another newspaper that is distributed to all households in Skagit County on a weekly basis (D. Gilliland, personal communication, April 2017). These communication statistics will contribute to decisions regarding best strategies to contact the target population.

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Overall, the low-income population of Skagit County desires assistance with accessing other food assistance programs that are available in the community (Cornerstone Strategies, Inc., 2013). This highlights that the target population is ready to take action and that one barrier may simply be lack of awareness of programs and how to partake in them. Utilizing the information from this literature review will contribute to a well-designed social marketing campaign to increase awareness and participation in the new weekend food delivery program in Skagit County.

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Positioning Statement, Goals, and Objectives Positioning Statement for Parents “We want parents to see signing their kids up for CHOW as a way to ensure their child’s health and academic success, decrease financial strain, and as another respectable way to provide food for their children.” Positioning Statement for Teens “We want teens to see signing up for CHOW as a way to ensure academic success and their own health, and as more important than the perceived stigma of not having enough food in their home or seeing their own health as less important than the health of their siblings.” Positioning Statement for Latinx Community Both of the previous statements would also apply to the Latinx community except that there would be greater emphasis on anonymity. Goals and Objectives 1. Knowledge goal: Increase awareness of CHOW. 2. Behavior goal: Increase participation in CHOW. 3. Attitude goal: Increase the trust of CHOW among those in the Latinx community. Goal 1. Increase awareness of CHOW. 1.1 Process objectives. ● Distribute newspaper flyers beginning in June of 2017 to each house in a pilot neighborhood in Sedro-Woolley. ● Expand newspaper flyer distribution in September of 2017 to all houses within Sedro-Woolley school district.

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1.2 Impact objectives. ● Learning. By September of 2017, there will be 90% awareness of CHOW within families in the pilot neighborhood. ● Learning. By May of 2018, 90% of families within Sedro-Woolley school district will be aware of the program (includes outlying areas by Samish, Conway, etc.). 1.3 Outcome objectives. ● Increase the number of children who have access to food on weekends by 50% by May of 2018 within Sedro Woolley school district. Goal 2. Increase participation in CHOW. 2.1 Process. ● Distribute newspaper flyers beginning in June of 2017 to each house in a pilot neighborhood in Sedro-Woolley. 2.2 Impact. ● Behavioral. Have 30% of kids (500) signed up by May of 2018 within Sedro Woolley school district. 2.3 Outcome. ● Increase the number of kids who have enough food to last them through the weekends by 50% by May of 2018 within Sedro Woolley school district. Goal 3. Increase the trust of CHOW among those in the Latinx community. 3.1 Process. ● Include a spanish option for 100% of promotional materials that are distributed.

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● Reach out to the prominent Latinx organizations/gatekeepers in Skagit County by June of 2017. 3.2 Impact. ● Behavioral. By May of 2018, there will be a 50% increase in the Latinx community of those who would state that they trust CHOW. ● Behavioral. By May of 2018, there will be a 50% increase in Latinx community involvement with the program among those who need food assistance. 3.3 Outcome. ● Increase the number of kids from the Latinx community who have enough food to last them through the weekends by 50% by May of 2018 within Sedro Woolley school district.

CHOW SOCIAL MARKETING CAMPAIGN

Logic Model Inputs

Outputs

Impact

Outcome

Return on Investment

Resources allocated to the campaign or program effort.

Program activities conducted to influence audiences to perform a desired behavior.

Audience response to outputs.

Indicators that show levels of impact on the social issue that was the focus for the effort.

Value of changes in behavior and the calculated rate of return on the spending associated with the effort.

● Printing materials ● Funding ● Skagit Publishing newspaper delivery system ● School PSA system ● Time of elementary school teachers to distribute backpack flyers ● Agreement with schools to put up flyers in their schools ● Agreement with food banks to put up flyers at their locations ● Agreement with grocery stores to put up flyers in their stores ● Time/effort of spanish language translator ● Pretesting activities

● Develop promotional materials to raise awareness of CHOW ● Conduct focus group to pretest promotional materials ● Distribute flyers to schools, grocery stores, food banks, WIC agencies, and other community organizations ● Coordinate the airing of PSAs during middle and high school announcements ● Send elementary school children home with backpack flyers ● Air radio ads targeted at parents ● Notify other community organizations and partners of CHOW with press release

● Increased awareness of CHOW ● Increased trust of CHOW ● Decrease in perceived barriers to signing up (such as with stigma issue) ● Increased participation rates among children who experience food insecurity

● Decreased severity of food insecurity among Skagit County youth ● Better academics among youth ● Increased physical health of youth

● Cost of food bags and their delivery = $2 ● Money spent on promotional materials = $1000 ● Funding from local businesses, individuals, and corporations (unknown) ● Donations that the food bank receives ● Increased economic benefit due to kids doing better in school and decreased healthcare costs (unknown)

CHOW SOCIAL MARKETING CAMPAIGN

Summary of Marketing Mix Price There are not many prices to signing up for CHOW because it is free and anonymous. Some of the prices may include stigma, time, perceived increased identifiability, as well as damaged pride. Although CHOW reduces stigma compared to current backpack programs by delivering food directly to a childâ&#x20AC;&#x2122;s home there is still the possibility for stigma. For example, a participant of CHOW may be concerned that their neighbor will see a bag of food sitting on their porch before they are able to bring it inside. Additionally, CHOW seeks to reduce the degree to which signing up itself could be a price by using a simple website layout and added telephone feature. Nevertheless, families that have a difficult time accessing the internet or finding a telephone may find signing up inconvenient and may not sign up as result. Signing up for CHOW, specifically for parents, may affect their pride. Parents do not want to admit that they cannot provide for their children, thus there is the possibility of their pride being impacted when they sign their child up for the program. Parents and children may also hesitate to sign up if they are unaware that registration in anonymous. In particular the Latinx community is weary of participating in programs because they do not want to give out extensive personal information. In reality, however, very little information is needed from participants to sign up for CHOW. It is therefore important to highlight the anonymity of the new program in order to reduce stigma and to create awareness that personal information is not required to sign up. Overall, benefits that children can receive if they are signed up for CHOW are far greater than the associated prices.

CHOW SOCIAL MARKETING CAMPAIGN

Product Core

Actual

Teens/Youth:

● Participating

● Increased

● Children

food security*

● Guaranteed

Augmented in CHOW

eating more food

anonymity*

● Website ● Phone

line

● Bag

of food delivered to the kids

● Increased

physical/ nutritional health

● Promotional

materials that raise awareness and give information about the program (e.g., flyers)

● Better

academic performance

Parents: ● Knowledge

that their children will not be hungry over the weekends*

● Knowledge

that their children will receive weekend food packs anonymously*

*Primary focus Promotion and Place What

Where

When

Radio Ads

● KSVR

Will air in the evenings for one week at these points in the year:

● KBRC

● Beginning

of school year

● Before

winter break

● Before

summer break

School Announcements

All schools in Skagit County

Weekly, during daily announcements

Flyer (Adult)

● Food

● Beginning

banks

of school year

CHOW SOCIAL MARKETING CAMPAIGN

● Grocery

stores

● Newspaper

(delivered to

● Before

winter break

● Before

summer break

homes) Flyer (Teens)

In all middle and high schools Will be posted up at the in Skagit County beginning of the school year and remain for the duration of ● Offices the school year ● Bulletin boards/halls ● Back

of bathroom stall

doors Flyer (Kids)

In all elementary schools

● Beginning

● Offices

● Before

winter break

● Before

summer break

● Bulletin

boards/halls

of school year

● Given

out by teachers to take home to family

Bus Banner

On all major Skagit County bus routes (inside/outside bus)

● Beginning

of school year

● Before

winter break

● Before

summer break

*Running for one month at a time Facebook Posts

Press Release

CHOW’s facebook page (once it is created)

All media outlets and assistance programs in the area (e.g., Skagit Publishing, school district offices, WIC. Latino/Latina Advisory Committee)

● Beginning

of school year

● Before

winter break

● Before

summer break

● Immediately

CHOW SOCIAL MARKETING CAMPAIGN

Drafted Promotional Strategies Drafts of promotional materials were developed using information garnered from the literature review and discussions with the agency representative. These drafts were then pre-tested using a focus group of stakeholders within the community. Stakeholders included the Skagit Publishing circulation manager and publisher, a Skagit County community member, and the economics director of the Latina/o Advisory Committee. The questions the focus group was asked can be found in Appendix A. Adjustments were made accordingly based on the valuable feedback provided by the focus group members. A summary of the feedback can be found in Appendix B. The following materials are the most updated versions of promotional materials to increase awareness of and participation in the new weekend food delivery program, CHOW. Logo

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Flyers Adult.

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Teens.

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Kids.

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Radio PSAs Middle and highschool scripts. To be read during daily announcements: “Do you find that by the time the weekend rolls around you are running low on food? If this sounds like you, consider signing up for CHOW! CHOW provides FREE food assistance on weekends and delivers food right to your doorstep early in the weekend. Sign up is easy and anonymous, just visit www.weekendfood.org or call (855) 856-2211 ext. 3.” Parents. To be aired on actual radio stations. Three possible scripts include the following: #1

[Footsteps on wood floor] Kid: “Mom, did our CHOW bag come yet?” Parent: “Yes it did, and guess what? It’s your favorite!” Kid: “Yay! Mac and Cheese!” Narrator: “The new program CHOW delivers food for your children right to your door on Saturday mornings. It is free and anonymous to sign up. Help give your kids the food they need by visiting www.weekendfood.org or calling (855) 856-2211 ext. 3.”

[Door opens] Mom: “How was school today Benjamin?” Kid: “We learned about the moon and the sun and multiplication, and let me tell you mom, all that learning has got me hunnngry” Mom: Well then I’ve got good news for you, the CHOW bag is already here!” Kid: That’s awesome!

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Narrator: “CHOW delivers food for your children right to your door on Saturday mornings. It is free and anonymous to sign up. Help give your kids the food they need by visiting www.weekendfood.org or calling (855) 856-2211 ext. 3.” #3

Husband: “[Sigh] Money has been tight around here, Lisa, I’m not quite sure what we should do” Wife: “Ron, don’t worry, I’ve got good news” Husband: “What is that?” Wife: “There’s a program to deliver food right to our doorstep for Bobby and Jenny” Husband: “That is good news! What’s the name of the program?” Wife: “CHOW, Cutting Hunger on Weekends” Narrator: “CHOW delivers food for your children right to your door on Saturday mornings. It is free and anonymous to sign up. Help give your kids the food they need by visiting www.weekendfood.org or calling (855) 856-2211 ext. 3.

Latinx community. To be aired on actual radio station. “To make sure kids get the food they need to stay healthy and strong, there is a new program called CHOW- Cutting Hunger on Weekends. Many kids don’t have enough food in Skagit County. If your child is one of these kids, sign up for CHOW to get food delivered right to your child’s doorstep each weekend by calling (855) 856-2211 ext. 3 or by visiting www.weekendfood.org. It is free and anonymous to sign up.”

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Bus ad

Facebook Posts Start of summer. “Are you excited for Summer? CHOW is too! We are looking to deliver free food directly to your doorstep to fuel all your summer-time pursuits.” Start of school. “School is right around the corner, and that means CHOW is still bringing food bags directly to students homes. Sign up now to make sure you have enough food to start each school week right!” Christmas break. “Is lack of food adding to your holiday stress? Stop your worrying because CHOW is here to lighten your holiday load by providing free food bags directly to your doorstep, *No chimney required*”

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Press Release

FOR IMMEDIATE RELEASE Contact: Drew Gililland Phone: (970) 690-9062 Email: weekendfooddelivery@gmail.com 1095 Skagit Coalition to Launch New Youth Weekend Food Delivery Program and Promotional Campaign Skagit County, WA (April 29, 2017) - In collaboration with multiple local organizations, the 1095 Skagit Coalition has developed a new system to provide assistance to children experiencing food insecurity on weekends. The new program, called Cutting Hunger On Weekends (CHOW), works with Skagit Publishing and Helping Hands Food Bank to utilize their existing delivery route to distribute bags of food to children. This key delivery element of CHOW will circumvent issues of stigma that arise from weekend hunger programs that have been implemented in schools where children may be seen receiving bags of food by their peers. Additionally, the new program is anonymous and any child who could benefit from having greater access to food on the weekends can get signed up for CHOW without any questions asked.

The need for a more innovative approach to deliver weekend food to youth in Skagit County is justified by the high numbers of food insecure children and teens in the area. Currently, one quarter of Skagit County children do not have access to enough quality food. At present, 600 children are served by the few weekend food programs operated by local food banks. It is estimated that nearly 12,000 kids in Skagit could benefit from receiving food assistance on the weekends. This number is particularly alarming as food insecurity among children is associated with physical, social, and psychological health issues, as well as poor academics. In order to

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ensure healthy and successful futures for all children in Skagit County, it is vital to get them the food they need to develop physically and mentally.

To boost awareness and participation in this program, the 1095 Skagit Coalition has partnered with students in the Community Health program at Western Washington University. Through background research, interviews with local residents of Skagit County, and a focus group, a health promotion campaign has been developed in order to reach as many youth as possible. Beginning in mid-May, a pilot test of CHOW and the corresponding promotional campaign will occur in Sedro-Woolley. Expanded efforts will occur throughout the summer and heavy promotion will occur at the beginning of the school year in September.

CHOW operates through the 1095 Skagit Coalition in collaboration with Helping Hands Food Bank, Community Action of Skagit County, and Skagit Publishing. The mission of the 1095 Skagit Coalition is to collaborate, coordinate, and communicate with families and community partners to ensure that every child in Skagit County eats three nutritious meals, 365 days a year. To obtain promotional materials, donate to the program, or for other inquiries contact Drew Gilliland at (970) 690-9062 or via email at weekendfooddelivery@gmail.com. To sign up for CHOW, call (855) 856-2211 ext. 3, or visit www.â&#x20AC;&#x2039;weekendfood.orgâ&#x20AC;&#x2039;. ###

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Presentation Slides

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References Bailis, L.N. & Milstein, A.M. (2013). Share our strength: Maryland 2012 enhanced summer food outreach efforts and evaluation report. Brandeis University. Retreived from https://bestpractices.nokidhungry.org/sites/default/files/resources/Maryland%20Summer %20Meals%20Evaluation.pdf Barnidge, E., LaBarge, G., Krupsky, K., & Arthur, J. (2017). Screening for food insecurity in pediatric clinical settings: Opportunities and barriers. Journal of Community Health, 42(1), 51–57. https://doi.org/10.1007/s10900-016-0229-z Barthel, M. (2016). State of the news media 2016. Pew Research Center, 9-19. Retrieved from http://www.journalism.org/files/2016/06/State-of-the-News-Media-Report-2016-FINAL. pdf Children’s Alliance. (2015). Hungry in Washington. Retrieved from http://www.northwestharvest.org/stuff/contentmgr/files/0/0a030ad98695253b9406ae0e1d 3a018f/pdf/hungry_in_washington_2015.pdf Coleman-Jensen, A., Rabbitt, M., Gregory, C., & Singh, A. (2016). Household food security in the United States in 2015. United States Department of Agriculture. Retrieved from https://www.ers.usda.gov/webdocs/publications/err215/err-215.pdf?v=42636 Connell, C. L., Lofton, K. L., Yadrick, K., & Rehner, T. A. (2005). Children’s experiences of food insecurity can assist in understanding its effect on their well-being. The Journal of Nutrition, 135(7), 1683–1690. Retrieved from http://jn.nutrition.org/content/135/7/1683.long

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Cook, J. T., & Frank, D. A. (2008). Food security, poverty, and human development in the United States. Annals of the New York Academy of Sciences, 1136, 193–209. Retrieved from https://doi.org/10.1196/annals.1425.001 Cornerstone Strategies, Inc. (2013). Skagit prosperity report: A community needs assessment. Community Action of Skagit County. Retrieved from https://communityactionskagit.org/menus/community-needs-assessment.html Drewnowski, A., & Eichelsdoerfer, P. (2010). Can low-income americans afford a healthy diet? Nutrition Today, 44(6), 246–249. Retrieved from https://doi.org/10.1097/NT.0b013e3181c29f79 Food and Nutritional Technical Assistance. (2016). Case study: Sak Plen REP (full sack resiliency enhancement program). (2015). United States Agency for International Development. Retrieved from https://www.fantaproject.org/sites/default/files/resources/FANTA-PRH-CaseStudy2-Sak PlenREP-May2015.pdf Feeding America. (2016) Map the meal gap. Retrieved from http://www.feedingamerica.org/hunger-in-america/our-research/map-the-meal-gap/2014/ map-the-meal-gap-2014-exec-summ.pdf Feeding America. (n.d.). Food insecurity in Skagit County. Retrieved from http://map.feedingamerica.org/county/2014/overall/washington/county/skagit Gilliland, D. Americorps VISTA, 1095 Skagit Coalition. (April 2017). Personal communication. Green, R., & Cornell, J. (2014). Regional market analysis of food security and regional resilience: Whole community preparedness through local food production and

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distribution in Washington state. Retrieved from https://huxley.wwu.edu/files/media/2014_RI_REPORT_FEMA_Food_Security_0.pdf Harden, S. & Shanks, C.B. (2016). A reach, effectiveness, adoption, implementation, maintenance evaluation of weekend backpack food assistance programs. American Journal of Health Promotion. doi: 10.4278/ajhp.140116-QUAL-28 Jablonski, B. B. R., McFadden, D. T., & Colpaart, A. (2016). Analyzing the role of community and individual factors in food insecurity: Identifying Diverse Barriers Across Clustered Community Members. Journal of Community Health, 41(5), 910–923. https://doi.org/10.1007/s10900-016-0171-0 Kirkpatrick, S., McIntyre, L., & Potestio, M. (2010). Child hunger and long-term adverse consequences for health. Archives of Pediatrics and Adolescent Medicine, 164(8), 754-762. Retrieved from https://www.ncbi.nlm.nih.gov/pubmed/20679167 Melchior, M., Caspi, A., Howard, L., Ambler, A., Bolton, H., Mountain, N., & Moffitt, T. (2009). Mental health context of food insecurity: A representative cohort of families with young children. American Academy of Pediatrics. 124(4), 564-572. doi:10.1542/peds.2009-0583 Monsivais, P., McLain, J., & Drewnowski, A. (2010). The rising disparity in the price of healthful foods: 2004–2008. Food Policy, 35(6), 514–520. Retrieved from https://doi.org/10.1016/j.foodpol.2010.06.004 Northwest Harvest. (2012). Focus on food security 2012: Keep our safety net intact! Northwest Harvest’s focus group report. Retrieved from

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http://www.northwestharvest.org/stuff/contentmgr/files/0/cbdf20b29af5a5202c0caf97b71 2d3fd/pdf/focus_on_food_securityreport_fy12.pdf Office of Disease Prevention and Health Promotion. (n.d.). Nutrition and weight status. Retrieved from https://www.healthypeople.gov/2020/topics-objectives/topic/nutrition-and-weight-status/ objectives Rao, M., Afshin, A., Singh, G., & Mozaffarian, D. (2013). Do healthier foods and diet patterns cost more than less healthy options? A systematic review and meta-analysis. BMJ Open, 3(12). Retrieved from https://doi.org/10.1136/bmjopen-2013-004277 Ramirez, A. S., Rios, L. K. D., Valdez, Z., Estrada, E., & Ruiz, A. (2016). Bringing produce to the people: Implementing a social marketing food access intervention in rural food deserts. Journal of Nutrition Education and Behavior, 49, 166–174. Retrieved from https://doi.org/http://dx.doi.org/10.1016/j.jneb.2016.10.017 Ratcliffe, C., McKernan, S., & Zhang, S. (2011). How much does the Supplemental Nutrition Assistance Program reduce food insecurity? American Journal of Agricultural Economics, 93(4), 1082–1098. doi: 10.1093/ajae/aar026 Roncarolo, F., Bisset, S., & Potvin, L. (2016). Short-term effects of traditional and alternative community interventions to address food insecurity. Journal of PLOS ONE, 11(3), 1–14. https://doi.org/10.1371/journal.pone.0150250 Roustit, C., Hamelin, A.-M., Grillo, F., Martin, J., & Chauvin, P. (2010). Food insecurity: Could school food supplementation help break cycles of intergenerational transmission of social

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inequalities? Pediatrics, 126(6), 1174–1181. Retrieved from https://doi.org/10.1542/peds.2009-3574 Seligman, H. K., Laraia, B. A., & Kushel, M. B. (2010). Food insecurity is associated with chronic disease among low-income NHANES participants. The Journal of Nutrition, 140(2), 304–310. Retrieved from https://doi.org/10.3945/jn.109.112573 Skagit County Population Health Trust. (2015). 2015 Skagit County community health assessment summary report. Skagit County Public Health and Community Services. Retrieved from https://www.skagitcounty.net/PHTAC/Documents/Community%20Health%20Assessmen t%20-%20Summary040516.pdf Smith, D. & Lamson, E. (2015). Skagit food for Skagit people. Community Action of Skagit County & Washington State University Extension, Skagit County. Retrieved from http://extension.wsu.edu/skagit/wp-content/uploads/sites/29/2015/03/SFSP.Report.Octob er.2015.pdf Tarasuk, V. S., & Beaton, G. H. (1999). Household food insecurity and hunger among families using food banks. Canadian Journal of Public Health / Revue Canadienne de Sante’e Publique, 90(2), 109–113. Retrieved from http://www.jstor.org/stable/41992985 United States Department of Agriculture Economic Research Service. (2016). Definitions of food security. Retrieved from https://www.ers.usda.gov/topics/food-nutrition-assistance/food-security-in-the-us/definiti ons-of-food-security//

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United States Census Bureau. (n.d.). Quick facts Skagit County, Washington. United States Census Bureau. Retrieved from https://www.census.gov/quickfacts/table/HSG010215/53057

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Appendices Appendix A Focus Group Questions Questions about promotional materials: 1. What do you think of the logo? a. Colors, arrangement? 2. What do you like about the material? 3. What do you not like about the the material? 4. Do the flyers seem age appropriate? 5. Does the material relay the message of anonymity and trust? 6. If you did not know anything about the program beforehand, would you now know what CHOW is about? a. Is there any content missing? 7. Are the foods included in the material an accurate representation of what kids will receive? Insightful questions: 1. On which radio station should the radio ad air? 2. Where could these promotional materials be put up? a. Possible avenues of communication, helpful places to advertise, etc... 3. What are the main barriers that you know of that inhibit people from signing up? 4. What would you put on promotional materials to communicate trust and anonymity? 5. What kinds of foods would â&#x20AC;&#x2039;yourâ&#x20AC;&#x2039; children be more interested in eating?

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6. Would you have any concerns with the possibility of having food dropped off at your doorstep? 7. What would encourage you to sign up for CHOW? Organization-specific questions: Helping Hands 1. How sustainable do you see a program like CHOW to be long term? 2. Is there a bulletin board we could put flyers on? 3. Could you put flyers in boxes of food community members pick up (aside from this program)? 4. Any events you put on that could highlight/promote the program? Skagit Publishing 1. How has the delivery process been so far? Any challenges/barriers? Is anonymity an issue? 2. How sustainable do you see a program like CHOW being long term? Community Action of Skagit County 1. How sustainable do you see a program like CHOW being long term?

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Appendix B Summary of Focus Group Findings Participants ● Jim Henderson Circulation Manager of Skagit Publishing ● Heather Hernandez Publisher of Skagit Publishing ● Diana Merelli Economics Director of Latina/o Advisory Committee ● Crystal Community member; volunteers with several local food banks Responses ● Logo ○ First logo option preferred ■ Orange WITH seeds WITH bite ○ Participants liked the logo with the bite out of the orange ○ Thought black words stood out best ■ Best for print ● Flyers ○ Parents/Teens Content ■ Name CHOW may need to change for Latinx population (translates differently) ● Idiom in English ● Negative connotation in Spanish ● Try “Un fin de semana sin hambre” (A weekend without hunger) ■ Possibly clean up text a bit ■ Talk to teens directly instead of stating facts ■ Write something about it being free and anonymous (most important part) ○ Parents/Teens Visual ■ Make color on flyer with crackers/ oranges/ raisins brighter ■ Different color other than yellow for title (hard to read) ● Try turquoise instead, more attractive/ draws in attention ■ Take out white backgrounds from bottom logos (partnerships) ■ Latino Population

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● Incorporate faces (children, darker skin, etc.) ● Prefer to see what the organization looks like ● Latino population does not like raisins, try grapes instead (seems like a generalization..) ○ Kids ■ Most schools in Skagit County only allow flyers in offices, not individual classrooms ● Touch base with school counselors/ secretary ● Crystal (community member) may be help with connecting with schools ● Partner with PTA ■ Try sending out flyers digitally to parents if handing them out in class does not work ■ Content for the parents should have different color and font. Make it easier to read from a distance ■ Write “early on weekends” rather than “Saturday mornings” - still trying to work out dates with Skagit Publishing ■ Most Important: FREE and ANONYMOUS ■ Latinx population: ● Change wording of stay fueled up; does not translate directly ● Try “Mantener su energía” (Maintain your energy) ● Bus Banner ○ Change color on bottom of banner from white text to black text (can’t read white text against yellow background) ○ Make phone number and website bigger and bolder (easier to read when a bus is driving by) ■ Could also put ads inside of bus ○ Make bus banners into bookmarks for kids (hand out in the library, at learning fairs, in food bags, at Boys and Girls club, etc.) ■ Contact Skagit Kid-Insider (website) ■ Stephanie _____ ● Radio ○ KSVR is the best option for a radio station ■ Skagit Valley College radio station ■ Contact Rip Robbins (KSVR coordinator) ■ Free (PSA) ○ Radio PSA’s would be very beneficial for Latinx community

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■ Contact Javan Arreguin (Latino coordinator for KSVR) ■ Most important to mention CHOW phone number and who to contact for any clarifying questions ○ KBRC? ○ Spotify/ Pandora ads ■ May be better for non-Latinx community ● World of Wonder ○ Section of Herald Newspaper ○ Kids content ○ Space at bottom to put advertisement (resize bus banner) ● Food content ○ Crystal (community member) said her kids would like the following: ■ Fresh fruits and vegetables ■ Something with protein ■ Something with carbs ● Skagit Publishing (sustainability) ○ Concerns ■ Sustainability of delivery method ■ Carry out to doorstep rather than throwing newspaper to door ● Pay different amounts of money according to delivery method (only slightly more for drivers who carry out food bags) ■ Need addresses of 140 families that could potentially participate in program to see if it is logistically feasible for Skagit Publishing drivers