April 4-6, 2024 • Hyatt Regency • Lexington, KY
Innovations in Health Communication
Innovations in Health Communication
Abstract: Connecting Food Insecure College Students to a Campus-Based Food Pantry: Developing Data-Informed Communication Strategies
Background: Healthy nutrition promotes cognitive function in young adults (Pilato, Beezhold, & Radnitz, 2022). Moreover, food insecurity is a known risk factor for later-life chronic diseases (Office of Disease Prevention and Health Promotion, n.d.). On college campuses, then, food insecurity may impact learning and place students at-risk of poor later-life health. Nikolaus and colleagues (2020) estimate that 41% of college students may experience food insecurity. To combat issues of food insecurity on campus, universities have established campus-based food pantries. At the University of Louisville (UofL), the Cardinal Cupboard Food Pantry (CCFP) opened in 2019.
Study Introduction: Although campus-based food pantries help address food insecurity, students must know that the pantry exists when a need occurs. In 2021-2022, only 4.3% of UofL students used the CCFP. This study sought to better understand predictors of CCFP usage and assess the overlap in predictors with media and messaging used to communicate with students about the CCFP.
Method: In phase one, data from 2021-2022 CCFP student users (N = 679) were extracted from university data systems. A random sample of student non-users (N = 700) served as a comparison. A Chi-Square Automatic Interaction Detection (CHAID) analysis using a Bonferroni adjustment was conducted to better understand how multiple categorical demographic variables combined to predict CCFP use. In phase two, CCFP brand touchpoints/communication collateral were reviewed in an external brand contact audit. The audit data were collected from a stratified random sample of campus buildings (N =13), as well as a census review of CCFP-related digital spaces (N = 9 Instagram posts, N = 3 webpages) from fall semester 2022. CCFP-branded collateral were analyzed for best-practice communication features such as consistent branding (e.g., logos, taglines) and messaging (e.g., visuals, call-to-action).
Findings: The CHAID analysis showed that students who lived on campus or in affiliated housing, identified as female, and reported a race other than White or Asian were significantly related to past use of the CCFP regardless of need indication, such as Pell Eligibility. Among students who lived off-campus, however, Pell Eligibility was an important predictor of CCFP usage. Results from the contact audit found a limited on-line and off-line brand presence, with most communication about CCPF focused on obtaining donations and volunteers rather than raising awareness of food availability (67% vs. 17%). Of the 17 pieces of communication collateral found, multiple brand logos were noted. Additionally, only 35% of branded messages contained a visual of the products available at CCFP, 12% depicted members of the target audience using the products, and 18% mentioned the location/hours of operation.
This session will present findings from both phases of analysis and discuss gaps noted between current users’ demographic profiles and communication efforts to connect the CCFP with students who may need food assistance. Implications for improved data-informed awareness-boosting communication strategies will be discussed for the CCFP brand. This session may be of interest to campus health or public health communicators seeking to reach and support a young adult population at risk for food insecurity.
Study Introduction: Although campus-based food pantries help address food insecurity, students must know that the pantry exists when a need occurs. In 2021-2022, only 4.3% of UofL students used the CCFP. This study sought to better understand predictors of CCFP usage and assess the overlap in predictors with media and messaging used to communicate with students about the CCFP.
Method: In phase one, data from 2021-2022 CCFP student users (N = 679) were extracted from university data systems. A random sample of student non-users (N = 700) served as a comparison. A Chi-Square Automatic Interaction Detection (CHAID) analysis using a Bonferroni adjustment was conducted to better understand how multiple categorical demographic variables combined to predict CCFP use. In phase two, CCFP brand touchpoints/communication collateral were reviewed in an external brand contact audit. The audit data were collected from a stratified random sample of campus buildings (N =13), as well as a census review of CCFP-related digital spaces (N = 9 Instagram posts, N = 3 webpages) from fall semester 2022. CCFP-branded collateral were analyzed for best-practice communication features such as consistent branding (e.g., logos, taglines) and messaging (e.g., visuals, call-to-action).
Findings: The CHAID analysis showed that students who lived on campus or in affiliated housing, identified as female, and reported a race other than White or Asian were significantly related to past use of the CCFP regardless of need indication, such as Pell Eligibility. Among students who lived off-campus, however, Pell Eligibility was an important predictor of CCFP usage. Results from the contact audit found a limited on-line and off-line brand presence, with most communication about CCPF focused on obtaining donations and volunteers rather than raising awareness of food availability (67% vs. 17%). Of the 17 pieces of communication collateral found, multiple brand logos were noted. Additionally, only 35% of branded messages contained a visual of the products available at CCFP, 12% depicted members of the target audience using the products, and 18% mentioned the location/hours of operation.
This session will present findings from both phases of analysis and discuss gaps noted between current users’ demographic profiles and communication efforts to connect the CCFP with students who may need food assistance. Implications for improved data-informed awareness-boosting communication strategies will be discussed for the CCFP brand. This session may be of interest to campus health or public health communicators seeking to reach and support a young adult population at risk for food insecurity.