Eat Smart Western New York

Small changes can make a big difference.


Eat Smart Western New York (ESWNY) is an initiative funded by the USDA’s Supplemental Nutrition Assistance Program (SNAP) to help Western New Yorkers – especially those in low-income neighborhoods – eat healthier, drink more water, and get active. So when they needed help getting their message out to the masses, they called on Crowley Webb.


Our research found that one of the greatest hurdles people face when trying to get healthy is that they feel overwhelmed – you know, the all-or-nothing mentality. We wanted to remind our neighbors that making just one small change each day can really add up. And from that, the “Small changes can make a big difference” campaign was born.

To start, we sprinkled billboards and bus shelter posters throughout ESWNY’s footprint with these simple reminders. We even turned bus shelters into opportunities to exercise, and made content more accessible by placing healthy recipes around town that could be saved by simply snapping a photo. Our message was also brought to life through a series of 10-second TV spots. Media placement played a huge role in the campaign, and we strategically placed messages in c-stores, public libraries, the Departments of Social Services, and other places our audience frequents. Finally, a targeted paid social campaign and content strategy were launched across multiple platforms. All our tactics drove users to a microsite that housed dozens of quick tips and recipes, as well as a series of short videos we created.


At the end of the day, the “small changes can make a big difference” campaign delivered 51,786,852 impressions across seven counties and web analytics indicated deep engagement on the microsite. Post-campaign research also concluded that one in four adults within our target recalled seeing this campaign, and those individuals reported healthy behaviors (e.g., motivated to prepare home-cooked meals, eating veggies weekly) as a result. In addition, valuable earned media was received throughout the campaign as a result of regional news coverage. We’re also happy to report that the campaign was picked up by another Eat Smart New York region, and it received creative accolades at both the WNY American Advertising Awards and the AAF District 2 ADDY Awards.