San Francisco CalFresh Marketing
Goal: To increase enrollment in CalFresh (California’s Supplemental Nutrition Assistance Program (SNAP)) among eligible San Francisco residents.
Overview: JSI is working with San Francisco Human Services Agency (SFHSA) to develop materials for a community-based social media campaign to drive enrollment in the CalFresh program among San Francisco residents. The first phase of this work included conducting formative research among two priority populations to develop a social media campaign, #CalFreshFeedsSF. The second phase includes implementing social media messages developed in 2018, deploying a social media advertising campaign, and creating new marketing materials to support the roll-out of CalFresh benefits among individuals who receive Social Security Income and were previously ineleigible for CalFresh benefits.
Results: Through a series of formative research efforts, including focus groups and key informant interviews with members of the priority populations, JSI developed an overarching social media campaign, #CalFreshFeedsSF, and campaign graphics and messages that are currently being implemented by SF HSA across their digital channels.