Bridging the Communication Gap: Empowering Low-Income Moms With Relevant and Motivating Nutrition Messages

Background:  Mothers can have a tremendous influence over the food and feeding environments of their households and play an important role the development of healthful eating habits of their children. However, access of low income, low literacy and limited English speaking moms to clear, relevant, realistic and inspiring nutrition information is often limited. The decreasing technology gap creates opportunities to reach low-income populations and increase their access to health information.

Program background:  Nutrition assistance programs serve millions of low-income households across the country through the Special Supplemental Nutrition Program (SNAP), Women, Infants and Children Supplemental Nutrition Program (WIC), School Meals Programs and others. These programs provide an excellent opportunity to reach and motivate moms to consume a more healthful diet and to practice child-feeding methods that support development of healthy eating behaviors in children.

Evaluation Methods and Results:  To support State-based nutrition education, the USDA Food and Nutrition Service (FNS) developed a series of nutrition messages and content designed to reach, resonate with and motivate low-income moms.  To inform development, the agency conducted focus groups in six locations across the country. Focus group participants were culturally diverse mothers in households with incomes below 185% of poverty. This research captured information on mothers’ food practices, beliefs, message concepts, photos, and their information seeking behaviors and preferences. Mothers preferred messages that emphasized their role as teachers, and provided flexibility on how to take action.  Message themes that evoked feelings of empowerment and tapped into mothers’ abilities to influence their children’s long-term health and eating behaviors resonated most strongly.  Mothers responded positively to practical tips and advice and that underscored why to adopt specific behaviors.  Moms did not believe their kids when they say, “I’m full.”   While most moms were open to involving kids in preparing foods, they needed guidance on age appropriate tasks. Most had access to the internet and used social media.  The research resulted in 13 messages, 35 pages of tips, advice, mom’s stories, three rollover widgets and videos, and photos conveying key recommendations of the Dietary Guidelines for Americans (DGAs). We monitor use with Google analytics, collect and share state examples, and obtain on-line user feedback.

Conclusions: This qualitative research provides valuable insights into the mindset of this audience and the products can facilitate development of traditional/online tools that are clear, inspiring, resonate with low-income moms, and help to improve dietary practices. 

Implications for research and/or practice:  Health professions can use these resources in augment theory-based initiatives to help low-income mothers and children consume a healthier diet and help close the gap.  The messages, supporting content, and findings have direct applications for federal nutrition assistance programs and are located at http://www.fns.usda.gov/fns/corenutritionmessages/default.htm.