The $11 Nutrition Challenge

"I knew you all [Extension] did a good job, but I didn't realize to what extent you were actually involved in these kinds of activities for the family." This comment, from the president of a community college, emphasizes Extension's need to continually communicate with its clientele. While many of our clientele know something about the organization, their image of and attitudes toward Extension may be based on experiences with just one program or a contact made years ago. Communicating with our clientele can increase their awareness of contemporary Extension programs and position the organization as a source of education about significant issues.

Extension has a history of participating in events, such as fairs or shows, to educate the public. But, we've seldom used promotional events designed primarily to engage the attention of media and communicate with the public about Extension work on an issue.

In Marketing for NonProfit Organizations, Kotler states an organization can "increase its newsworthiness by creating events that attract the attention of target publics." He stresses, "Each well-run event not only impresses the immediate participants, but also serves as an opportunity to develop a multitude of stories directed to relevant media vehicles and audiences."1

These were exactly the outcomes Illinois Cooperative Extension staff aimed for in initiating the $11 Nutrition Challenge. Since 1989, the event has been conducted in eight counties with the leadership and involvement of more than 240 staff and volunteers.

The Event

Participants plan a one-day menu for an imaginary family of four with only $11 to spend for all meals and snacks. On the day of the challenge, they meet in a local grocery store to shop. With menus, coupons, and an assistant, participants search the aisles for the foods they need.

After selecting their groceries, shoppers go through the checkout area to learn how much money they've spent. Extension staff use a dietary analysis program to evaluate each day's menu and assign a nutrition score. Then, the staff conduct a press conference. In addition to reporting each participant's nutrition score and cost of the groceries purchased, staff ask participants several questions including: As you went through the store, what changes were you forced to make? What foods or items did you not get to include that you usually take for granted? As a result of today, what have you learned and what do you plan to do?

What Participants Learn

Challenge shoppers have included a mayor, a U.S. congressman, aides to state and U.S. legislators, county board members, directors of community action agencies, ministers, media personalities, community college and school administrators, an executive director of a hunger coalition, hospital administrators, the wife of a mayor, Extension administrators, EFNEP graduates, and an EFNEP paraprofessional.

In 1991, we asked some $11 Nutrition Challenge participants to describe the benefits of the program. Responses revealed participants learned about the difficulties people with limited resources and experience have when trying to feed their families nutritious meals. Participants also learned Extension addresses this problem by providing nutrition education and food shopping education to limited-resource families and other citizens.

A school superintendent reported, "After going through it [the challenge], I found an appreciation for shopping and shopping wisely. I think that was the thing I learned the most and looking for the nutritional aspect of things you buy at the store. So it gave me an awareness of all those things I really appreciate."

When asked whether his opinion about Extension's value to the community had changed since participating in the $11 Nutrition Challenge, he said, "I wasn't aware of all the things that the University of Illinois is doing in that regard. I had a very enlightening experience in dealing with the Extension Service and since that time I have even learned more about the programs they offer. So, it was a good experience for me."

A community college president said, "I think it just raised our consciousness a great deal about what it's like for other people who can't afford to sometimes buy food they want and need."

An aide to a legislator commented, "I think this program helped raise the public's awareness of the dilemma faced by people on a limited income. I think they [Cooperative Extension staff] do a good job. I think they need to continue to raise public awareness. And, I think they ought to continue this program as a way to do that."

Generating Media Coverage

The challenge generated extensive media coverage in every county where it was conducted. Inviting well-known radio, television, and print media personalities to participate was of key importance in gaining media attention. One Extension staff person reported the challenge had stimulated a higher level of media coverage in the county than any other event conducted during the previous 20 years. Two radio announcers broadcast their program from the grocery store during the entire challenge. It featured live interviews with $11 Nutrition Challenge shoppers, volunteers, and organizers. In another county, a radio announcer broadcast his program from a van parked in front of the grocery store for several hours before the event began. Just before the event started, he stopped broadcasting because he was a challenge shopper.

Timing is another crucial element in obtaining media coverage. Most often, the challenge was conducted when the community was addressing the issue of hunger or conducting a major food drive. Representatives of the agencies conducting the food drive or working to combat hunger were interviewed during the press conference or given an opportunity to make a statement. Individuals from these organizations support education and recognize citizens need food resources and education to help them use the resources wisely.

Communicating with Our Clientele

As a result of participating in the challenge event, key opinion leaders in the counties were more aware of nutrition and hunger issues and Extension's role in addressing them through education.

The challenge also enhanced cooperation between Extension and community agencies. In every county, the challenge was co- sponsored by Extension and a local grocery store. For all but one challenge, the grocery store management donated the foods shoppers selected to a local food pantry. This allowed involvement of the food pantry directors who accepted the food during the press conference.

As a follow-up to one challenge, Extension staff conducted a "Stretching Your Food Dollars Workshop." Staff introduced newly trained Master Food Shoppers during another challenge and explained what they'd do to educate the community. At a third challenge, Extension staff recruited volunteers to be trained as Master Meal Planners.

Conducting Promotional Events

While the public relations event described in this article addresses the issue of nutrition and health for limited-resource families, Extension staff can design similar events to accomplish the following goals:

0. Introduce a new program or issue.
1. Recruit new volunteers, participants, and/or funders.
2. Increase awareness of Extension issues and on-going programs.
3. Help public officials and community leaders recognize the need for addressing particular issues and/or populations.
4. Demonstrate Extension is still educating citizens.
5. Increase cooperation and collaboration with community organizations.

As state Extension Services continue to restructure, the need to promote programs will increase. After restructuring, many states will have fewer staff with responsibilities for more communities. Well-designed and conducted public relations events can complement other efforts to market and promote Extension in the 1990s.

Footnote

1. Philip Kotler, Marketing for Nonprofit Organizations (Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1982).