A Qualitative Study to Understand Stakeholders' Views About the Fruits & Veggies (FNV) Social Marketing Campaign to Promote Fruit and Vegetable Consumption in the United States

Abstract

Background: In 2015, the Partnership for a Healthier America (PHA) piloted a branded social marketing communications initiative called the FNV (Fruits & Veggies) Campaign to promote the sale and consumption of fruits and vegetables among mom and teen target audiences in 2 California and Virginia pilot markets. After the first year, FNV was expanded to multiple markets across the United States through diverse partnerships. Factors, resources, and strategies that contribute to the effectiveness and sustainability of the campaign need to be identified.

Objective: The purpose of this qualitative study was to explore diverse stakeholders' views and expectations about the FNV Campaign design, reach, effectiveness, and impact and prospects for expansion, scale-up, and sustainability.

Design: Semistructured interviews were conducted between July and October 2016 with stakeholders to elicit their perspectives and expectations of the FNV Campaign.

Participants/setting: A purposive sample of diverse stakeholders (n = 22) affiliated with national, state, and local industry and government and nongovernmental organizations.

Analysis: Data were recorded, transcribed, input into NVivo 11 software (QSR International. Melbourne, Australia), coded and organized thematically using a conceptual framework that examined campaign design, reach, effectiveness, adoption, implementation, expansion, scaling up, and sustainability.

Results: Opportunities, challenges, and expectations of stakeholders were reported for the FNV Campaign related to engaging future partners from different levels of community, government, and industry; conducting and disseminating findings from multifaceted evaluations; ensuring campaign effectiveness; and developing and improving campaign elements for target audiences and partner adoption. Conducting formative research, partner, and audience engagement, implementation, and evaluation are essential to the ensure effectiveness and sustainability of the FNV Campaign.

Conclusions: Insights from this study can inform the strategic use of social marketing campaign elements to facilitate the effectiveness and sustainability of the FNV Campaign as it expands and is scaled up across markets nationwide.

Keywords: Fruits; Program evaluation; Qualitative research; Social marketing; Vegetables.