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Process Evaluation of San Francisco’s Soda Free Summer Campaign

Process Evaluation of San Francisco’s Soda Free Summer Campaign. Tavi Baker MPH, expected June 2009 UCLA School of Public Health. Success Story!. Lost 35 pounds. Overview. Define process evaluation Describe campaign reach Identify key activities Describe reaction to campaign/materials

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Process Evaluation of San Francisco’s Soda Free Summer Campaign

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  1. Process Evaluation of San Francisco’s Soda Free Summer Campaign Tavi Baker MPH, expected June 2009 UCLA School of Public Health

  2. Success Story! Lost 35 pounds

  3. Overview • Define process evaluation • Describe campaign reach • Identify key activities • Describe reaction to campaign/materials • Identify facilitators & barriers • Provide recommendations • Discussion

  4. Evaluation Process Outcome 48% of San Francisco participants reported decreasing their soda consumption • Reach • Target population participation • Fidelity • Was the campaign implemented as planned? • Reaction • Satisfaction of participants • Context • Facilitators and barriers • Environmental changes

  5. DRAFT Road Map to a February Recruit Sites: WIC, Rec & Park, schools, after school programs, youth programs, faith community - Get commitment to be a SFS site Attend a local Sugar Savvy training session. Plan train-the-trainer sessions. BANPAC recommends: - Work with existing partners - Focus your campaign to ensure success March Attend a local Sugar Savvy training session. Build interest by continuing to recruit sites, getting commitments, and conducting train-the-trainer sessions. • April • Train your partners in Sugar Savvy curriculum. • - Conduct multilingual trainings • - Distribute SFS materials at trainings • School-based SFS campaigns should begin raising awareness with students and staff using: • presentations to principals • staff meetings • menu backs • newsletters • hanging SFS posters • SFS brochures Were the campaign strategies and activities implemented as planned? June Non-school/summer sites begin Sugar Savvy curriculum. SFS sites launch SFS campaign. - Encourage participants to return commitment card. Distribute weekly tips for encouragement. Plan closing activity for August. July Continue to distribute weekly tips for encouragement. Keep excitement with small events and activities. Ex. Track weekly soda consumption among participants on a poster. May SFS sites begin teaching Sugar Savvy curriculum. Continue posting posters, handing out flyers & brochures at SFS sites. Encourage SFS sites to have their own events to raise awareness. Ex. Tabling at fairs, farmers markets, school open houses SFS sites plan launch of SFS. Ex. Hand out free water bottles in exchange for soda, have tasting of non-sweetened beverage drinks, etc. August Encourage participants Finale – Closing Ceremony at individual sites

  6. Methods • Tracking Forms: 12 respondents • Stakeholder Interviews: 16 respondents • Google Alerts • Search term: “Soda Free Summer” • Comprehensive • Daily digest

  7. Reach: Participation of target population

  8. Reach • SFDPH • Community Health Promotion and Prevention • WIC • Nutrition Services • Maternal and Child Health • DCYF • Kaiser • YMCA • Holiday Inn • Head Start • Boys & Girls Clubs of SF • UC Cooperative Extension • Children’s Council • Bay Area Scores • Chinatown Beacon Center • SF Rec & Park Dept • Rec Connect • Chinatown Public Health Center • San Francisco Health Plan

  9. Reach • Per agency: 88 to 7,000 people • Total: 21, 235 people • Raffle Cards: 868 (4% return rate) • Largest event: Sunday Streets • Mass Media: Univision

  10. From San Francisco to Saipan

  11. Fidelity: Was the campaign implemented as planned?

  12. Fidelity Top 4 activities: • Meetings • Classes / Trainings • BANPAC: Palo Alto, Oakland, Gilroy • SFUSD, BGCSF • Outreach Events

  13. Cavity Free Zone

  14. How much exercise does it take to burn off ONE soda? 200 Sit-ups

  15. Water Tasting

  16. Which has more sugar – one serving of Chocolate Chunk Brownie or one serving of a Snapple Kiwi Strawberry ? WIC Sugar Shockers Game Question # 3

  17. WIC Sugar Shockers Game ANSWER One Serving of Snapple = 8 oz contains 6.5 teaspoons of sugar **One brownie has only 4.5 teaspoons

  18. Activity Resources • Be Sugar Savvy Curriculum • Alameda County Youth Curriculum • BGCSF Youth Curriculum • WIC • Sugar Shock PowerPoint Game • What’s In Your Drink Staff Training • What’s In Your Drink Curriculum • Print media and posters

  19. Online Media • www.sodafreesummer.org (7/16 used) • CBS5.com • ABC 7 • Robert Wood Johnson Foundation – Childhood Obesity News Digest • Teen Health 411 • Trendhunter Magazine • SF Weekly Blog

  20. SF Weekly Blog – May 12 “Sodas are nasty, and if you want to eliminate them from schools I’m all for it. But doesn’t there come a point at which introducing one more slogan into the atmosphere (“Rethink your drink!”) is its own kind of pollution? Forget the fact that maybe… just maybe… the government shouldn’t be lecturing people about something as trivial as a legal beverage selection…”

  21. San Francisco Health Plan Ads

  22. National Ads

  23. Reaction: Satisfaction of participants

  24. Reaction Lost 35 pounds

  25. 60 pounds Reaction “When Soda Free Summer hit, it was so much motivation…that’s when I lost the majority of my weight.”

  26. Reaction Most popular materials: • Wristbands • Brochures (3 languages) • Temporary tattoos • Positive (31%) • Negative (25%) (Skin tone, ink, school policies)

  27. Context: Facilitators & Barriers

  28. 88% felt supported: Support from Shape-Up Staff Trainings Buy-in from colleagues Facilitators “We wouldn’t have been involved without Shape Up. It’s the main way we have access to that information, because they’re so good at disseminating information.”

  29. Barriers • Late start date • Understaffing / burn out / competing priorities • Name of Campaign • Corporate sponsors • Inconsistent attendance • Kids like sugar cubes! “The amount of sugar in soda is really geared toward adults. Kids don’t care, they’re like ‘more sugar, great!’”

  30. Barriers: The Name “Being a federally funded program, I don’t think we can name one thing as being a bad food. We focused on the Rethink Your Drink name, even though Soda Free Summer had a better ring. We wanted to include more drinks instead of just soda.” “I think the name is a real problem. Is it Rethink Your Drink? Is it Soda Free Summer? Is it Sugar Savvy? I think people liked Rethink Your Drink best.”

  31. Barriers: Sponsors

  32. DRAFT Road Map to a February Recruit Sites: WIC, Rec & Park, schools, after school programs, youth programs, faith community - Get commitment to be a SFS site Attend a local Sugar Savvy training session. Plan train-the-trainer sessions. BANPAC recommends: - Work with existing partners - Focus your campaign to ensure success March Attend a local Sugar Savvy training session. Build interest by continuing to recruit sites, getting commitments, and conducting train-the-trainer sessions. • April • Train your partners in Sugar Savvy curriculum. • - Conduct multilingual trainings • - Distribute SFS materials at trainings • School-based SFS campaigns should begin raising awareness with students and staff using: • presentations to principals • staff meetings • menu backs • newsletters • hanging SFS posters • SFS brochures Were the campaign strategies and activities implemented as planned? June Non-school/summer sites begin Sugar Savvy curriculum. SFS sites launch SFS campaign. - Encourage participants to return commitment card. Distribute weekly tips for encouragement. Plan closing activity for August. July Continue to distribute weekly tips for encouragement. Keep excitement with small events and activities. Ex. Track weekly soda consumption among participants on a poster. May SFS sites begin teaching Sugar Savvy curriculum. Continue posting posters, handing out flyers & brochures at SFS sites. Encourage SFS sites to have their own events to raise awareness. Ex. Tabling at fairs, farmers markets, school open houses SFS sites plan launch of SFS. Ex. Hand out free water bottles in exchange for soda, have tasting of non-sweetened beverage drinks, etc. August Encourage participants Finale – Closing Ceremony at individual sites

  33. Summary • Reach: 21,235 + • Fidelity • 7/16 trained • 7/16 used a curriculum • Weekly reminders: ? • Closing ceremony: ? • Reaction: overwhelming positive • Context: 88% felt supported

  34. Identify key Campaign components & clear expectations for participating agencies Provide ongoing support & monitoring throughout Tailor materials & curriculum to teens Integrate text messages into Campaign Involve diverse stakeholders Dentists/dental students, churches, etc. Increase publicity Plaster posters in community, create tracking poster End of the summer citywide event Recommendations

  35. Discussion

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