FOOD Share turned to CM for strategic guidance when they were contracted by the County of Ventura’s Human Services Agency to promote CalFresh, a new healthy food assistance program. CM developed and executed a highly successful CalFresh marketing communication strategy in the State of California. The agency’s award-winning Latino and Mixteco Cal Fresh access initiative program have been utilized statewide.
Due to negative implications often associated with California’s CalFresh program (formerly called Food Stamps), combined with a lack of awareness about the benefits of participating, thousands of Californians were going to bed hungry every night. FOOD Share, and the Ventura County Human Services Agency faced a difficult challenge of changing public perceptions about CalFresh while educating adults, families and senior citizens who would greatly benefit from accessing supplemental nutrition to help them feed both themselves and their families.
To encourage the Spanish and Mixteco speaking populations in Ventura County to sign up for theCalFreshprogram while addressing public uncertainty, CM developed strategic messaging to rally community support and coordinated “coffee breaks” within specific neighborhoods which engaged and encouraged more sign ups by Spanish and Mixteco speaking participants.
A powerful print, radio and online campaign was created to raise awareness about what CalFresh is, how it works, and who is eligible. Using a colorful and upbeat look and feel, the campaign effectively removed the stigma surrounding governmental food assistance and encouraged hungry people to seek help, especially in seniors and the Latino community.
CM’s CalFresh outreach program increased sign ups and public support, winning awards statewide for effective outreach to culturally diverse communities.