(P05-012-25) Improving Awareness of Double Up Food Bucks in New Mexico: A Qualitative Evaluation

Objectives: This study aimed to evaluate adult SNAP participants’ perceptions of New Mexico Double Up Food Bucks (DUFB) program marketing strategies, tactics, and tools.

Methods: Ten semi-structured interviews with New Mexico SNAP participants were conducted to elicit detailed feedback on 10 DUFB marketing tactics and tools including flyers, handouts, posters, local food guide, radio ads, bus ad, billboard, social media posts, DUFB website, and text messages. Interviews were audio recorded via Zoom and transcribed using TranscribeMe. Thematic analysis of the interviews was conducted to generate codes and themes regarding New Mexico SNAP participants’ global perceptions of marketing tactics.

Results: Among the 10 interview participants, DUFB handouts and a local food guide were considered most informative, community poster and bus ads were seen as most attention grabbing, and social media posts were considered the most accessible. All 10 marketing tactics and tools were considered supportive in engaging participants to use DUFB by most participants. Social media posts and text messages were the most highlighted tools when it comes to reaching more SNAP participants. Participants also suggested new locations for advertisements; almost all (90%) suggested having advertisements where the community goes, including libraries, laundromats, schools, markets, stores, senior communities, community centers, apartments, and bus stops. Additionally, many (70%) spoke about adding more or different information to advertisements including recipes, a website or QR code with more information, having multiple languages, a list of produce that is part of the program, and DUFB locations.

Conclusions: Marketing tactics and tools such as handouts, community posters, bus ads, text messages and social media posts and videos appear to be favorable ways to increase DUFB awareness in New Mexico. Future marketing strategies, tactics and tools may benefit from including additional information like locations, including a website or QR code, and more widespread distribution across community settings.

Funding Sources: New Mexico Farmers’ Marketing Association and The University of New Mexico