A Social Marketing Approach to Increasing Enrollment in a Public Health Program: A Case Study of the Texas WIC Program

Abstract

The Texas WIC Program used social marketing to recruit new program participants and improve participant and employee satisfaction with the program. This article focuses on research conducted by anthropologists and public health researchers to identify target populations who were eligible, but had not enrolled in the program, and discusses the role research played in developing a comprehensive, multifaceted outreach plan. Systematic observations, in-depth interviews, focus groups, and a survey were used to identify factors that motivate and deter eligible families from enrolling in the program. Research results revealed that most eligible families had positive attitudes about the WIC program but were unfamiliar with the program's benefits. Women were deterred by a number of barriers: confusion about eligibility guidelines; reluctance to accept government assistance; problems signing up for WIC; and fear they would be treated disrespectfully by program staff or grocery store cashiers. Research findings were...