Posts Tagged: FSNEP

Rebranding UC's Food Stamp Nutrition Education Program

In order to lift stigma and to capture the essence of healthy eating, the Food Stamp program was renamed "CalFresh" in California last fall. Now UC, which operates a Food Stamp Nutrition Education Program (FSNEP) in 35 California counties, is considering how its program should be renamed to match the new brand, according to a Fast Company expert blogger.

Writer Lauren Sutton served on a panel at a CalFresh forum last month with UC FSNEP director David Ginsburg. Sutten wrote that a lot of effort went into making sure that the new program name appealed to the target audience (people who use Food Stamp benefits) and that the name was in line with other California state programs like CalPERS, CalTrain and CalJOBS.

At the forum, Ginsburg shared the results of a survey conducted to gauge acceptance of possible new names for FSNEP. The top 10 contenders are:

1. UC-CalFresh Nutrition Education
2. UC-Nutrition Education Program
3. UC-CalFresh
4. UC-CalFresh Nutrition Education Program (Logo option 1)
5. CalFresh Nutrition Education Program
6. UC-CalFresh Nutrition Education Program (Logo option 2)
7. UC-SNAP Ed.
8. UC-FIT (Food and Interactive Teachings for a Healthy Life)
9. UCCE Nutrition
10. UC-FUN (Families Understanding Nutrition)

Another option, Ginsburg said, is using "UC CalFresh" with the tag line "Growing Healthy Families."

"That would allow us to link to California’s CalFresh and also can build off of California’s agriculture," Ginsburg said.

Food Stamps are being rebranded 'CalFresh'

In an effort to break down stigma and encourage greater participation, the program formerly known as "Food Stamps" is now called "CalFresh" in California. The program adopted a new logo and a new slogan: “Better Food for Better Living.”

The name Food Stamps, used for more than 40 years, was officially retired by Congress in 2008, and the program became known nationally as "Supplemental Nutrition Assistance Program," or SNAP. However, California officials determined SNAP didn't test well with focus groups.

CalFresh was designed to capture the essence of the state and its position as a world leader in agribusiness, according to a California Department of Social Services news release. In the logo, the wording is bisected by a graphic representing the healthy fruit and vegetables produced in California.

CDSS said the transition to "CalFresh" will be a slow process, with changes to forms, documents and outreach materials taking place over time.

The University of California operates a Food Stamp Nutrition Education Program, commonly known as FSNEP, in 35 California counties. FSNEP educators aim to increase the likelihood that people eligible for the federal nutrition program in California make healthy food choices and choose physically active lifestyles.

California FSNEP director David Ginsburg said FSNEP was holding out for the renaming of the California program before updating the UC program's name.

"It did not make a lot of sense to change it to align with SNAP and then again once the California name was announced," Ginsburg said.

UC-FSNEP will receive $8.1 million in federal funds this fiscal year (Oct. 1, 2010 - Sept. 30, 2011), an increase of about $1 million over last year, Ginsburg said. Last year the program reached 220,000 California recipients of federal food benefits.

More than 3 million low-income Californians receive nutrition assistance benefits in any given month, but analysts say only half of the state's residents eligible for the assistance receive it.

"CalFresh benefits are very important for so many families who are challenged with food insecurity," Ginsburg said. "By bringing forward a new image and message, hopefully those participating in CalFresh will feel more empowered and also force needed reform with the old Food Stamp program."

*Advergames* market junk foods to children

On the McDonalds Happy Meals website, children can make themselves the star of a music video. Kids are challenged to send pastries soaring over as many toasters as possible on the Pop-Tarts website's "Daredevil Toaster Jump." Cheetos lets kids upload a picture or video of a Cheeto to have its website’s “state-of-the-art analyzer thingy” determine what it resembles.

These and other “advergames” can have a tremendous impact on children’s preferences and purchasing requests for unhealthy foods, according to Jennifer Culp, a UC Food Stamp Nutrition Education Program training coordinator.

Culp and Diana Cassady, associate professor of public health sciences at UC Davis, analyzed the restaurant, beverage and food websites advertised on the Cartoon Network and Nickelodeon weekday afternoons and Saturday mornings between August 2006 and March 2007. In all, the duo reviewed 19 websites, 290 Web pages and 247 advergames.

Close to one-third of the TV advertising that included websites was for food. Eighty-four percent of the food websites advertised included advergames, a blend of interactive animation, video content and advertising which promote corporate branding and products. On average, one nutrition or physical activity message appeared for every 45 brand identifiers.

"I was astounded by how often logos or actual food products were integrated into the games," Culp said.

Some games used candy or cereal as game pieces, while others would require special codes – available only by buying a specific product – to advance to higher game levels, she said.

The study concluded that government regulations are needed for food companies targeting youths and health professionals and parents should monitor food industry marketing practices.

The study, funded by the Cancer Research Program, was published in the May issue of the Journal of Nutrition Education and Behavior.

The UC website EatFit! aimed primarily at teenagers, offers fun activities and information about eating right. Website visitors can find healthy recipes and games, conduct an eating analysis and get exercise tips. It's all free.

*Advergames* sending kids the wrong messages

Many food companies are now using free online games to get kids to log onto their websites and stay awhile. The children enjoy the lively animation and video content, but are also being peppered with messages about fast food, high-sugar cereals and candy, according to a UC Davis study published in the May issue of the Journal of Nutrition Education and Behavior.

The research was the joint project of Diana Cassady, associate professor of public health sciences at UC Davis, and Jennifer Culp, Food Stamp Nutrition Education Program training coordinator. The duo analyzed the restaurant, beverage and food websites advertised on the Cartoon Network and Nickelodeon weekday afternoons and Saturday mornings between August 2006 and March 2007.

Close to one-third of the advertising that included websites was for food. Eighty-four percent of the food websites advertised included advergames.

"I was astounded by how often logos or actual food products were integrated into the games," Culp was quoted in a UC Davis Health System press release. "For example, some games used candy or cereal as game pieces. In others, a special code that was only available by purchasing a particular cereal was necessary to advance to higher game levels."

In response to the research report, Stroller Derby blogger Carolyn Castiglia wrote about an online game featuring Pop-Tarts.

"It’s a memory game, filled with sparkly, sprinkle-covered Pop-Tarts, topped with a huge ad that says in large, neon print, 'LESS SUGAR. SA-WEET!' Castiglia wrote.

The researchers believe government should step in and set advertising requirements for food companies that target children.

"We can't risk having another generation of youngsters at high risk for the long-term chronic diseases linked to unhealthy eating," Cassady was quoted.

Pop-Tarts

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