Using Social Media Marketing to Improve Retention of Children in the Special Supplemental Nutrition Program for Women, Infants, and Children: Implementation Study
Notice bibliographique
Résumé
Background: Many eligible infants and children do not participate in the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC); coverage declines throughout the preschool period of eligibility. National and state-level social marketing campaigns promote the value of WIC and increase enrollment and participation. Local contextualization and targeting of materials may increase effectiveness, considering the diversity of families eligible for the program. However, there are few examples of such approaches and their impact. Objective: This study evaluated the impact on child retention of a locally contextualized and targeted social media marketing campaign directed to WIC-eligible families living in the minority-majority population of Miami-Dade County, Florida. Methods: The digital marketing campaign geographically targeted low-income families with young children with customized static image and video advertisements on Facebook and Instagram, and a bilingual Google Ads campaign. It was implemented in 2 of 15 clinics operated by the Miami-Dade WIC local agency from May 2020 through April 2021. A before and after evaluation used program administrative data to compare the outcomes for infants and children in 2 innovation clinics (n=6162) with 11 comparison clinics (n=41,074) during a baseline period (2019 calendar year) and the implementation period (n=5636 and n=38,241, respectively). Outcome measures included recertification (re-enrollment during a period), retention (active in the program at the end of a period), and participation (household continuous benefit issuance defined as 11 out of 12 mo). Impact was assessed following cluster-adjusted propensity score weighting and difference-in-difference modeling. Household continuous benefit issuance was estimated in households with only an infant or a child. Results: Overall, 1,994,170 people were exposed to the campaign advertisements; 16.68% engaged with an advertisement. There were 22,983 unique visits to the local program website, 69.6% of which were acquired directly from the campaign. Four of the 5 top-performing advertisements were locally tailored messages and in Spanish. The change in recertification over time was 5.2% points (95% CI 3.4%-7.1%), greater for those in the innovation group than those in the comparison group. For retention and continuous benefit issuance, the absolute difference in change was 5.5% points (95% CI 3.7%-7.3%), and 6.6% points (95% CI 3.5%-9.7%), respectively. Differences in change over time associated with the innovation were qualitatively stronger for infants than for children; the difference in change for recertification was 7.6% points (95% CI 5.1%-10.1%) for infants and 4.0% points (95% CI 2.2%-5.9%) for children. Conclusions: Engaging low-income families with young children through a locally contextualized targeted media marketing campaign can improve retention of children in WIC.
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Comment cette classification a été obtenuedéplier
Prédiction machine sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Le volet Gemma est une étiquette directe du modèle pour chaque travail de la base, lue sur la notice réduite au titre. Le volet Codex est un classifieur appris des 10 348 étiquettes directes de Codex et calibré sur les taux pondérés de l'échantillon; les champs sans appui suffisant ne portent aucun appel Codex. Le mode candidate est l'union des deux volets; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont pas des étiquettes humaines.
Scores du classifieur distillé par catégorie (deux têtes)
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,006 | 0,008 |
| Méta-épidémiologie (sens strict) | 0,001 | 0,000 |
| Méta-épidémiologie (sens large) | 0,001 | 0,001 |
| Bibliométrie | 0,001 | 0,001 |
| Études des sciences et des technologies | 0,001 | 0,001 |
| Communication savante | 0,001 | 0,001 |
| Science ouverte | 0,001 | 0,001 |
| Intégrité de la recherche | 0,001 | 0,001 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,003 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule source (Gemma direct ou Codex distillé), pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».