Why SNAP Benefits Need Social Marketing - Research Paper Example

 Why SNAP Benefits Need Social Marketing? Introduction Health is one of the key components of development strategies across the world. Public health and welfare policies and schemes of government significantly contribute to its socio-economic development. In America, various public health strategies are developed to promote better health for the community. Healthy food habits are important aspect of good health. Nutritious food greatly facilitates proper body growth and overall wellbeing of individuals. Under nourished population is at higher risk of illness and disease with low resistance. It reduces their work capacity thereby adversely impacting their economic conditions and economy of the nation as a whole. Food security, especially nutritious food for under privileged segment of the society is hugely important issue. All Americans have a right to good health and SNAP or Supplemental Nutritious Assistance Program addresses the nutrition needs of low income families serving nearly 43 million American people (usda, 2011). What is SNAP? Supplemental Nutritious Assistance Program is administered by US Department of Agriculture that targets the households which are at poverty line or below poverty line. The eligible family’s purchasing power is considerably increased through SNAP. Families are provided with EBT cards or Electronic Benefit Transfer cards that can be used in authorized food retailers to buy monthly quota of nutritious food. The authorized SNAP retailers promote healthy food like fruits and vegetables and other food items which have high nutrition value. Need for SNAP social marketing Social marketing is marketing approach for a social good. Research reveals that in 2010, nearly 15% of US households had experienced food insecurity with 1/3 of them being acute (Coleman, Nord & Andrew, 2010). Food insecurity refers to uncertain availability of food, especially nutritious food. It is also believed that despite acute food insecurity and eligibility to SNAP benefits, approximately 15 million people are not using it. Most importantly, out of the 67% rate of SNAP participation, minority participation who are poor is still much below the expectations with Hispanics at 56% and national participation rate being just 54%! (Cunnyngham & Castner, 2010). It clearly indicates the lack of awareness amongst the eligible poor population and accessibility to the authorized stores. Social marketing of SNAP benefits amongst the target population therefore becomes a vital ingredient for the success of the program. It is Moreover, social marketing of SNAP is also desirable because poor and low income families have the highest rate of diabetes, obesity and other diseases due to their low nutrient and high calorie food. (Drewnowski, 2004). The social marketing can be used to promote good food habit that can reduce the incidence of diseases like diabetes, obesity etc. amongst the poor. Access to nutrition food through SNAP would also lead to reduce medical costs on health problems like obesity and other diseases. It would also be reflected in the increased productivity of the workforce and higher achievement of children in academics. How SNAP can be used to influence health behavior SNAP Ed is major initiative that creates awareness about healthy food and the government program for free food for eligible poor households. The evaluation of health and nutrition promotion in SNAP indicates the purchase behavior of SNAP recipients and whether they are encouraged to spend more on healthy food like fruits and vegetables. The social marketing becomes essential for part of SNAP’s success as it can significantly create awareness of the benefits of SNAP in the overall wellbeing of individuals and how it can improve their standard of living (Lallukka et al., 2007). At the same time, retailers can also be motivated through sustained campaigns and government interventions to promote food that is healthy, fresh and affordable. In this way, SNAP Ed and its benefits can contribute towards the changing behavior of recipients and make them adapt healthy eating habits. Role of community in effective implementation of SNAP goals Community plays crucial role in the success of public programs and initiatives of the government. In the fast transforming dynamics of social fabric, health and healthy food habits constitute vital aspect of development processes. It is important that it becomes proactive agent of change and extend helping hand in not only awareness creation but also in ensuring that they have access to healthy food at affordable cost. They can form local action groups to oversee that eligible household become SNAP recipient and have access to nutritious food. As a community, they must be vigilant towards people, especially minority that are struggling and have food insecurity. Developing empathy and understanding would help build relationship and contribute to the development of the society at large. Conclusion One can therefore say that SNAP’s contribution to the community would get a big boost through social marketing. It can create awareness about the program so that it can be accessed by all people who are experiencing food insecurity due to lack of adequate resources. Reference Coleman-Jensen A, Nord M, Andrews M, S. C. ‘Household Food Security in the United States in 2010.’ Economic Research Services (2011):1-37. Cunnyngham K, Castner L. Reaching Houses in Need: State Supplemental Nutrition Assistance Program Participation Rates in 2008. December 2010. http://www.fns.usda.gov/ora/menu/published/snap/FILES/Participation/Reaching2008.pdf 15 October 2012. Drewnowski A. ‘Obesity and the food environment: dietary energy density and diet costs.’ Am J Prev Med 27.3 (2004):154-62. Lallukka T. et al. ‘Multiple socio-economic circumstances and healthy food habits’ Eur J Clin Nutr 61.6 (2007):701-10. U.S. Department of Agriculture, Food and Nutrition Service, Benefit Redemption Division, Supplemental Nutrition Assistance Program. We Welcome SNAP: Putting Healthy Food Within Reach – 2010 Annual Report. 2011. http://www.fns.usda.gov/snap/retailers/pdfs/2010-annual-report.pdf. 15 October 2012. Read More