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Budget for a Two-Year Campaign ($500,000) to Reduce Food Insecurities among Senior Citizens 60 Years and Up in Birmingham
Goal 1: Raising Awareness on the Issue of Food Insecurities among Senior Citizens
The project will organize quarterly awareness-raising campaigns running for a week that will focus on sensitizing the Birmingham community on the issue of food insecurity facing the elderly.
Public Service Announcement: The campaign will involve a 60-second radio and television public service announcement outlining the extent of the problem and inviting community members to be part of the campaign. The projected costs for each ad is $5,000 a week as the ads will air at strategic times, such as in the middle of news broadcasts to get the attention of more senior citizens. There will be eight awareness-raising campaigns for the two years, translating to a total cost of $40,000 on radio and television ads.
Community Sensitization Meetings: Throughout the campaign week, the organization will hold daily one-hour meetings with senior citizens and their caregivers in selected churches and senior centres to sensitize them on the food insecurity issues they face. Participants will also be educated on available government resources for senior citizens, such as Supplemental Nutritional Assistance Program (SNAP), Congregate Nutrition Services, the Commodity Supplemental Food Program (CSFP), and Home-Delivered Nutrition Services (DeSilva & Anderson-Villaluz, 2021). The meetings are expected to cost $5,000 every week, translating to a total cost of $40,000 for all eight sensitization campaigns in the two years.
Production of Campaign Banners, Fliers, and Posters: 20 banners will be produced at a cost of $200 each, translating to a total cost of $4,000. The banners will be displayed at strategic places within the city, including in the participating churches and senior centres. The banners will include key statistics on the food insecurity problem and invite senior citizens and their caregivers to the sensitization meetings. Fliers and posters educating senior citizens and their families about the food security problem, eligibility requirements for SNAP and CSFP, how to enrol for such initiatives, and benefits of enrolling will be produced at a cost of $150 for each of the eight campaigns, which translates to a total cost of $1,200. These will be availed at the venues of meetings, and also at the entrance of popular malls, grocery stores, supercentres, hospitals, and other areas where senior citizens frequent.
Giveaways: As part of the awareness campaign, participants will receive wristbands, water bottles, t-shirts, and calendars containing educational messages on promoting food security for seniors. The cost of producing the giveaways is projected to be $5,000 for each campaign, translating to a total cost of $40,000 for the two years.
Goal 2: Persuading the Audience to Adopt Health-Promoting Behaviours
Biannual Television Documentary: Every six months, the organization will produce a 30-minute television documentary outlining the extent of the food insecurity problem among seniors, outlining the steps made in addressing the issue, and educating senior citizens on the available initiatives such as SNAP and how to enrol. The documentary will educate on the eligibility requirements and benefits of enrolling for such programs, including first-hand testimonies from participants, as a way of promoting good nutrition. The cost of producing each documentary is estimated at $200 per minute, which translates to approximately $6,000 for a 30-minute documentary, and a total cost of $24,000 given that two documentaries will be produced each year.
Meals-on-Wheels Program for Discharged Patients: To promote healthy eating habits for seniors after hospital discharges, the organization will initiate a meals-on-wheels program in partnership with local hospitals and healthcare facilities. The hospitals will carry out screenings to identify senior patients at-risk of malnutrition upon discharge, and will refer these cases to our organization for improved malnutrition care. Our nutritionists and social workers will provide ten free meals to nutritionally at-risk patients immediately after discharge. During this time, the staff will help the senior enrol for other long-term supports such as SNAP, CSFP, and meals-on-wheels programs if they are not already enrolled. The start-up meals-on-wheels program for discharged at-risk seniors will...…Evaluation
400
400
800
Total Cost
$252,000
$248,000
$500,000
Table 2 below presents the timeline of activities for the two years of the campaign and the projected dates of implementation
Table 2. Campaign Plan Timeline
Activity
Timeline
Launch of official campaign website
15th April 2023
Approval of budget estimates and grant proposal
30th April 2023
Development of television and radio ads for awareness-raising on the first weekly campaign, as well as banners and fliers/posters
10th April, 2023
Production of 30-minute television documentary
10th April to 30th April
Contract signing with selected hospitals for the meals-on-wheels program for discharged seniors
15th April, 2023
1st Awareness-Raising campaign
2nd June, 2023 to 10th June 2023
1st workshop for seniors and their families
17th June 2023
Initiation of the mobile food pantry program
1st July, 2023
Launch of the first two food pharmacies
15th July 2023
Ground-breaking for the first two community gardens
30th July, 2023
Airing of the first TV documentary on food insecurity among seniors
31st July, 2023
2nd Awareness Raising Campaign week
2nd August to 10th August 2023
2nd Workshop for seniors and their families
17th August, 2023
Launch of one additional food pharmacy
25th August, 2023
Launch of an additional two community gardens
2nd September, 2023
3rd Awareness Raising Campaign week
3rd October to 10th October 2023
Airing of the second TV documentary on food insecurity
3rd October, 2023
3rd Workshop for seniors and their families
17th October, 2023
Interim monitoring and evaluation of campaign activities
20th to 25nd October, 2023
Launch of the final community garden
1st November, 2023
Final Awareness-Raising campaign week
2nd December to 10th December, 2023
4th Workshop for seniors and their families
17th December, 2023
1st monitoring and evaluation visit by the foundation
18th to 23rd December, 2023
1st Awareness Raising Campaign week 2024
15th January to 22nd January, 2024
1st Workshop for seniors and their families 2024
29th January, 2024
2nd Workshop for seniors and their families 2024
29th March, 2024
2nd Awareness Raising Campaign week 2024
15th April to 22nd April, 2024
3rd Workshop for seniors and their families 2024
29th May, 2024
Airing of 1st TV documentary 2024 on food insecurity
15th June, 2024
3rd Awareness Raising Campaign week 2024
15th July to 22nd July
4th Workshop for seniors and their families 2024
29th July, 2024
5th Workshop for seniors and their families 2024
29th September, 2024
3rd Awareness Raising Campaign week 2024
15th October to 22nd October, 2024
6th Workshop for seniors and their families 2024
29th…
References
DeSilva, D., & Anderson-Villaluz, (2021). Nutrition as we age: Healthy eating with the dietary guidelines. Department of Health and Human Services. https://health.gov/news/202107/nutrition-we-age-healthy-eating-dietary-guidelines
Missouri Department of Health and Senior Services (2019). Seniors food insecurity report. Author. https://health.mo.gov/seniors/pdf/food-insecurity-report.pdf.
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