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Evaluating the Effectiveness of

a Comprehensive Social Marketing Campaign:

Drink Water, Georgia!

Emily Simpson, MPH, CPH | Evaluation Coordinator

Edda Cotto-Rivera, MPH, CHES^®| Project Coordinator

Tristen T. Webb | Social Marketing Coordinator

Vibha Bhargava, PhD | Evaluation Specialist

Jung Sun Lee, PhD, RDN | Principal Investigator

University of Georgia Supplemental Nutrition Assistance Program Education

(UGA SNAP-Ed)

ASNNA Virtual Conference

March 14, 2024

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UGA SNAP-Ed | Focus on Healthy Beverages

One of the five SNAP-Ed Implementing Agencies in Georgia since 2013
Provides innovative evidence-based, culturally appropriate multilevel interventions in direct education, eLearning, social marketing, and PSE
Focuses on healthier beverage choices and consumption

Direct and eLearning education programs

Food Talk: Better U (English)
Hablemos de Comida: ¡Por Su Salud! (Spanish)

HCCG: Childhood obesity prevention at ECE setting
Just-in-time videos: Sweet Deceit, No Jumbo Size, Sugar Choices

UGA SNAP-Ed Grant (PI: Jung Sun Lee) since 2013

SNAP-Ed Toolkit, Food Talk: Better U: https://snapedtoolkit.org/interventions/programs/food-talk-better-u/

UGA SNAP-Ed Video Series: https://foodtalk.org/en/videos?playlist_id=PLaxkL2FcJGdbZhILIQsrlG9cLX5jO1CCl

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UGA SNAP-Ed | Drink Water, Georgia!

A comprehensive seasonal social marketing campaign to promote healthy beverage choices and consumption among SNAP-Ed eligible Georgians

Based on a comprehensive needs assessment, including a literature review and focus groups, and formative evaluation
Offered during summer (June-August) in both English and Spanish
Leveraging various media channels

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FFY2023 Drink Water Georgia! | Evaluation Indicators

Evaluation	Key indicators	Print Media	Mass Media	Online Media				Texting/Electronic Media
Evaluation	Key indicators	Newspaper	Retailer Ads	Google Ads	Website and Blog	Meta	Other Social Media Pages*	Cell phones
Process	Impressions	Total newspapers circulated	Times retailer ads were seen	Views of any Google Ads content	Total page views	Views of any content on Facebook	Views of any content on other media	Total number of text messages sent
	Unique Individuals	Total newspaper subscribers	Individuals who saw the retailer ads	Individuals who viewed content	Individuals who visited site	Individuals who viewed content	Individuals who viewed content	Total text message recipients
	Dose	Frequency of receiving newspapers	Frequency of retailer ads views	Frequency of views	Frequency of visits	Frequency of views	Frequency of views	Frequency of receiving texts
	Engagement			Clicks	Visits to the site and pages	# Likes, shares, comments, etc.	# Likes, shares, comments, etc.	Replying to a text message or clicking a link in the text message
	Market Penetration	% eligible pop. reached	% eligible pop. reached	% eligible pop. reached	% eligible pop. reached	% eligible pop. reached	% eligible pop. reached	% eligible pop. reached
	Participant Reception	Survey	Survey	Survey	Content comments	Content comments	Content comments	Focus groups and interviews
Outcome	Intention/ behavior	Survey	Survey	Survey	Survey	Survey	Survey	Text-based survey
Impact	Intention/ behavior (including control counties)	EDDM Survey	EDDM Survey	EDDM Survey	EDDM Survey	EDDM Survey	EDDM Survey	EDDM Survey

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FFY2023 Drink Water, Georgia | Evaluation Measures

Measure	Survey Question	Response options
ST1l: Drink water instead of sugary beverages	During the campaign, we texted you about setting goals to reduce sugary drinks and sugar added to coffee and tea.  Did you set a goal to drink less sugary drinks?	Yes, No, Not sure
ST1l: Drink water instead of sugary beverages	Based on seeing these advertisements and logos today... I intend to drink more water. I am more likely to choose beverages that have less sugar.	Strongly disagree, Disagree, Neither agree nor disagree, Agree, Strongly agree
MT1g: Drinking Water	Over the past few weeks, we sent you text messages about making healthy beverage choices. Are you drinking more water because of these texts?	Yes, No, I was already drinking 6-8 cups of water a day before receiving these texts
MT1g: Drinking Water	Since seeing the advertisements, logos and/or images, have you been drinking more water?	Yes, No, Not sure
MT1h: Drinking fewer sugar-sweetened beverages	Over the past few weeks, we sent you text messages about making healthy beverage choices. Are you drinking fewer sugary drinks because of these texts?	Yes, No, I was not drinking sugary drinks before receiving these texts

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FFY2023 Drink Water, Georgia | Impact Evaluation

Used administrative and analytics data on program reach and dosage throughout the intervention
Self-administered, post-intervention surveys conducted in 6 intervention and 6 control zip code areas matched with sociodemographic and economic characteristics using EDDM survey recruitment postcards

EDDM Assisted Surveys

6 Intervention Zip Code Areas

(5,562 EDDM Postcards Distributed)

48 Surveys Completed

(0.86% Response Rate)

6 Control Zip Code Areas

(4,466 EDDM Postcards Distributed)

65 Surveys Completed

(1.46% Response Rate)

DWG EDDM Postcard

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FFY2023 Drink Water, Georgia | Impact Evaluation Measures

Respondent Demographics

Previous engagement in SNAP-Ed programming
Age
Gender
Race/Ethnicity
Government assistance in the past year (e.g., SANP/Food Stamps, TANF, WIC, Medicaid, etc.)
Number of adults and children living in the household
Monthly household income
Level of education

Daily Water and Sugar-Sweetened Beverage Consumption

Do you drink at least 6 cups (1 cup = 8 oz) of water a day?
Do you drink regular soda?
Do you drink fruit drinks, sports drinks, or punch?

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FFY2023 Drink Water, Georgia | Impact Evaluation Measures

Impact of the campaign Logos, Graphics, and Advertisements

Have you seen the following images?
Where did you see it?
How many times did you see this advertisement?

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FFY2023 Drink Water, Georgia | Process Evaluation Results

Evaluation	Key indicator	Print Media	Mass Media	Online Media				Texting/Electronic Media
Evaluation	Key indicator	Newspaper	Retailer Ads	Google Ads	Website and Blog	Meta	Other Social Media Pages	Cell phones
Process	Impressions	N/A	293,748	389,451	43,179	2,572,099	Twitter: 1,943�Pinterest: 251,046	28,865
	Unique Individuals	N/A	N/A	75,383	17,147	983,409	Twitter: N/A�Pinterest: 151,059	1,918
	Dose	N/A	N/A	5.16	2.51	2.61	Twitter: N/A Pinterest: 1.66	15.04
	Engagement			51,704	N/A	3,746	Twitter: 1,168�Pinterest: 1,048	N/A
	Market Penetration	N/A	N/A	2.51%	0.57%	32.75%	5.03%	.06%

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FFY2023 Drink Water, Georgia | Impact Evaluation Results

Respondent Demographics (N=113)

Mean age = 52.1±15.41 years
74.3% female
22% non-Hispanic black
55.8% in a two-adult household
77.9% completed more than high school

Impact of the Campaign Logos, Graphics, and Advertisements

On average, respondents residing in our intervention zip codes reported a higher level of exposure to Drink Water, Georgia! advertisements compared to those in control zip codes.