CX3 Mapping to Mobilization

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CX3 Mapping to Mobilization

• Jeanne Silberstein, MPH, RD
• Leticia Allen, BS Elisa Guichard MPH, RD
• County of San Bernardino
• Department of Public Health

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Data Collection

• Systematic approach
• One neighborhood at a time
• Survey conducted by professional staff
• Familiar with neighborhood
• Relationship with schools and community
• Bilingual (English/Spanish)
• Short staffed no time to train new staff or
  recruit volunteers

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Neighborhood Selection

• Political will
• Mayor Pat Morris, Operation Phoenix
• Lt. Diane Holmes, Westside Police Substation
• Supporter of Neighborhood Watch
• Glen Baude, Mayors liaison to Operation Phoenix
• Director of City Code Enforcement
• Rikke van Johnson, 6th Ward Council Member

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Neighborhood Selection

• Public Health support
• Staff involved at elementary schools
• Power Play
• FAME
• Training parents to advocate for healthier food
  options
• Training moms to teach aerobics to other moms

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Neighborhood Selection

• Community Buy-In
• Rev. Bronica Martindale, California Gardens
  Neighborhood Cluster Association President
• Monterey Elementary School moms
• International Neighborhood Cluster Association

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Benefits of CX3

• Better picture of need in communities
• Know of gaps in community especially regarding
  fruit and vegetable access and increasing
  consumption
• Information collected can be used for future
  funding efforts

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Questions for Planning

• How will the target population be empowered?
• How will data be translated to the target
  population?
• How will research findings shape our
  intervention/program planning?

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Monterey Neighborhood Snapshot
Shop Rite Mart and Liquor Store
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Monterey Neighborhood Snapshot

• International Neighborhood Cluster Assoc.
• Urban population
• Low-income Hispanic
• High crime rate and gangs (lower than California
  Gardens)
• Monterey Elementary School
• 4 census tracts with population of 18,105
• 75 of residents are

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MontereyNeighborhood Snapshot
Jimmys Liquor Store
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Monterey Neighborhood Snapshot

• International Neighborhood Cluster Assoc.
• 1 supermarket/large store 3 to 5 miles away
• 11 small stores one within 1 mile
• 22 fast food outlets 1 to 5 miles away
• 2 Farmers Markets 5 miles away seasonal
• 10 miles away
  all year

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Monterey Elementary School
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California Gardens Neighborhood Snapshot
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California GardensNeighborhood Snapshot

• California Gardens Neighborhood Cluster
  Association
• Urban population
• Low-income African American and Hispanic
• High crime rate and gangs
• Inghram, Rio Vista, MLK Elementary Schools
  Arroyo High School
• 3 census tracts with population of 24,457
• 61.5 of residents are

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California GardensNeighborhood Snapshot

• California Gardens Neighborhood Cluster
  Association
• 1 supermarket/large store-3 to 5 miles away
• 8 small stores-3 to 5 miles away
• 9 fast food outlets-3 to 5 miles away
• 1 Farmers Market-3 to 5 miles away

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Martin Luther King Middle School
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California Gardens Neighborhood In Depth

• Not a lot of store options for fruits and
  vegetables
• Few or no stores within walking distance
• Limited selection of fruits and vegetables at the
  stores
• Several fast food outlets close to school (MLK)

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California Gardens Neighborhood In Depth

• Poor access
• Stater Bros and Fiesta Village Markets (approx. 3
  miles away) or Stater Bros and Food 4 Less
  (approx 8-10 miles away)
• Liquor stores
• Gas station
• Fast food donut/ice cream shop, Burger King,
  Chinese food, Mexican food, Bobby Rays BBQ

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California Gardens
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California Gardens Neighborhood In Depth
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California Gardens Neighborhood In Depth
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Future Program Planning Options

• California Gardens Neighborhoods
• Add fourth census tract to expand store options
• Community garden project in partnership with Rio
  Vista Elementary School and City Parks and
  Recreation
• Fruit and vegetable subscription plan (CSA
  program)
• Promotion of Farmers Market
• Monterey
• Empower community residents/educate parents to
  request fruits and vegetables at local mom and
  pop store

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Future Program Planning Options

• Focus groups to identify message framing relevant
  to each specific community and to each
  ethnic/racial population to motivate them to
  access and consume more fruits and vegetables

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Big Picture on the Tiers 1-2-3

• Tier 1 Desktop Back OfficePlay with GIS
• Tier 2 In the Field On the Street
• Add/Delete Stores
• Checking out Neighborhood Reality
• Walkability
• In Your Face Marketing
• Outcome ACTION
• Consumer Empowerment--Mobilization
• Tier 3 Public Health Department Infrastructure

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Tips

• Choose neighborhood that you are familiar with
  and have some kind of relationship with those
  living in area
• Choose a neighborhood big in size to allow you to
  obtain the minimum requirements for stores to
  survey (at least 4 census tracts)
• Be familiar with GIS use to your advantage
• Contact stores prior to drive by to double check
  existence when out, look for stores not on GIS

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Tips

• Go to sites in pairs
• Check weather before conducting walkability
  audits and dress appropriately
• Sunscreen, comfortable walking shoes, etc
• Dont forget camera
• Carry appropriate personal and business
  identification
• Be ready to provide store managers with a brief
  project description