Addressing

Food Insecurity

Connecting underrepresented
populations with SNAP.

Food insecurity is an issue for many people. The Supplemental Nutrition Assistance Program (SNAP) provides nutrition benefits to supplement the food budget of needy families so they can purchase healthy food and move towards self-sufficiency.

As more individuals struggle with food insecurity, and enrollment numbers declined due to lack of awareness, our team was enlisted to help connect those in need with SNAP resources. We focused on gaining a deeper understanding of the challenges those in need faced while widening the target audiences from typical nutrition focused SNAP campaigns in the past.

The newly created SNAP campaign focused on three underrepresented audiences with lower enrollment numbers in SNAP—college students, immigrants, and grandparents. After conducing secondary market research, we pinpointed that these audiences were not aware that they qualified for SNAP benefits. To achieve this, campaign visuals included senior adults, young families, and contemporary adults of every race and age group, inclusive of reflecting both urban and rural norms to ensure the campaign was received positively.

The new campaign spoke directly answering the question, “Do I Qualify?”

Moving Audiences to Action:

Our 2022 campaign increased performance over previous years.

141%

increase in click through rate for Facebook/Instagram

45%

increase in Google search year over year

32%

increase in form fills

24-35

engaged in campaign, reaching new demographics

higher performance Spanish ads

Based on audience demographics, our digital team chose advertising methods that would best reach the target audiences where they consumed and engaged with content. A robust digital campaign with social media advertising was coupled with traditional tactics such as C-store point of purchase signage on digital displays All audiences were engaged with a call to action to visit the Tapestry of Health website to see if they were eligible and to easily apply for SNAP.

What Gavin did:

  • Bi-lingual Advertising
  • Campaign Development
  • Message Establishment
  • Print & Digital Asset Creation
  • C-store Advertising
  • Digital Advertising
  • Demographic & Persona Targeting

Outcomes:

Gavin directed the precisely targeted 2-month campaign focused on reaching underrepresented populations with low enrollment numbers in SNAP with the goal of increasing awareness and driving applications for the program.

136

forms completed

32

phone calls requesting information

4,370

SNAP campaign landing page visits

690,295

impressions

6,207

clicks

Our comprehensive approach combined with our team’s expert behavior insights guided a successful campaign to connect those in need with important resources.

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