Tuesday, April 18, 2017

2017 WIC Conference Housekeeping• Wear your Name Badge every day

• Your Name Badge has a number that assigns you to a group for a facilitation session. Please attend your session!

• CEU’s sign in every day• No tipping chairs in the ballroom per the Fire Marshall/Crowne Plaza

• Cell phones off or set to vibrate. Please step outside into the Pre‐function area if you must take or place a call.

• Restrooms are located on every floor. • 2nd floor‐main conference level 

• across the hall from the elevator bank • down at the end of the Pre‐Function Hall

2017 WIC Conference Housekeeping• Stairs are located down the hallway from the Crowne Registration desk

• Breakfast on Wed/Thurs‐ held in the Pre‐Function Hall. 

• Lunch on Wed‐ held in the Ballroom.• Lactation Room on this floor in the Topaz Room• Yoga‐Wed/Thurs @ 7:00 a.m. in the Winter Garden Room

• Walk the Talk: Urban Walk departs from lobby Wed/Thurs a.m. @ 7:00 a.m.

• App download: www.polleverywhere.com

Tuesday Evening Reception• Please attend our Reception tonight from 

5:00 ‐ 6:30 in the Pre‐Function Hall.• We have designed a fun, networking Passport 

game. • We encourage you to stop by each of the 20 

exhibit booths which offer educational products and services to share with you. 

• Please look for the Vintage Travel Luggage drop box near the podium, sign your name to the back of the Passport and drop it in for a drawing no later than Noon on Wednesday. 

• Those who have 20 stamps, one from each exhibitor, will be eligible for our drawing.

Exhibitor Passport

Food Demonstrations• Two of our Sponsors will be hosting 15 minute food demonstration presentations over the next two days. 

• Tuesday Reception:• General Mills will be 5:15 ‐ 5:30• Kelloggs will be from 5:30 ‐ 5:45 

• Wednesday Networking Break• Kelloggs will be from 10:00 ‐ 10:15 • General Mills will be from 10:15 ‐ 10:30

Success Stories

Success Stories• You may have noticed at your table a display of success stories.  We did not have to look very far to find people who wanted to tell us the many ways WIC has supported them.  

• Staff and participants shared heartfelt stories about the “worthy work” that happens in WIC Clinics across Illinois.  

• Thanks for sharing how a participant achieved, accomplished, or realized they could do something they never thought they could.  

• Please continue to take the time to share these experiences.

9

Tuesday, April 18, 2017Stephanie Bess, Chief

Bureau of Family Nutrition

Caseload

0

50,000

100,000

150,000

200,000

250,000

300,000

Assigned… 2013 2015 2017 est. Assigned…

285718 286210267495

265328247436

WIC

Coverage Rates for All Participants by State, Calendar Year 2013

12

Infants

13

Children

14

Activities to Improve Caseload 

• WIC to 5: Child Retention Project• Began with formative research in SFY12• Statewide rollout in SFY17

• Caseload Improvement Projects SFY15• Limited success

• National Recruitment and Retention Campaign through NWA

• Facebook posts, advertising,  posters & new brand

15

Goals of WIC to 5

• Raising Client Awareness of WIC Eligibility and Benefits

• Increase Staff Incentives and Promote Staff Wellness

• Increase Image/Understanding of WIC among Health Care and Child Care Providers

• Provide Outreach and Potentially Training for Vendors

16

WIC to 5 Key MessagesSave

Helps our family save money.

NourishProvides nutritious foods kids need.

GrowSupports healthy growth and development

ConnectLinks families with other programs, providers, and resources.

LearnFree advice and counseling from caring staff.

17

0

5.33

8.61

9.27

12.16

12.58

13.33

16.67

39.73

0 10 20 30 40 50 60 70 80 90 100

Staff asked too personal questions

Staff thought you were dishonest

Staff acted superior to you

Staff was judgmental

Language barriers with staff

Staff was disrespectful

Received poorer service than…

Misunderstanding with staff

Any conflict

Percent of Participants

Negative Staff Interactions reported by WIC Parents/Caregivers of 3‐6 month olds

n= 151

47

72

91

95

0 20 40 60 80 100

Staff made reminder calls aboutappointments

Staff cared about me and my family

Staff was supportive

Staff was friendly or courteous

Percent of Participants

Positive Staff Interactions reported by WIC Parents/Caregiver (3‐6 month 

olds), n=151

82

72

91

73

96

67

0

10

20

30

40

50

60

70

80

90

100

Had zero conflicts Had any conflict

Percen

t of C

lients

Participants Likely to Stay Until Child is 4‐5 Years by Whether They Experienced Any Conflicts with WIC Staff

Baseline 7‐8 Months 13‐14 Months

78 83

60

8589100

0102030405060708090

100

Zero frequent facilitators Any frequent facilitator

Participants Likely to Stay Until Child is 4‐5 Years by Whether They Experienced Any Frequent 

Facilitators with WIC Staff

Baseline 7‐8 Months 13‐14 Months

Results: Food preferences and value of the WIC foods among caregivers of children participating in WIC

Child package is worth less and valued less than all other WIC food packages:

“The parents should have it all together. You shouldn’t really need WIC anymore. They’re practically a little adult now. They don’t need formula.” ‐Caregiver age 21

Results: Food preferences & value of the WIC foods among caregivers of children participating in WIC

Foods provided for infantsInfant formula

“The most important thing is the fact that she gets milk. You know, the baby formula that she needs because that is very expensive. So I can just imagine without WIC, we probably wouldn’t have food cause then of course it all depends on your income or how much food stamps they give you, but those little cans of formula almost cost $18 a pop.” - Caregiver age 35

Jarred baby food“I think it could have been nice [to get jarred foods earlier], you know cause I started it when

he was right at 5 months because my doctor said anytime between 4 and 6 months is ok. He said when he really starts watching you eat that’s when it’s time. And he really started watching me eat. So yeah if they could have maybe move it up even a month, you know I think it would be helpful.” -Caregiver age 31

Infant cereal“With her I didn’t even give her those cereals because I mean, it’s just calories that fill them

up with no nutritional value. So, you know like cereal went to waste for me.” - Caregiver age 32

Results: Food preferences and value of the WIC foods among caregivers of children participating in WIC

Fruits and Vegetables Whole Grains Peanut Butter and Beans

Favorable Rating (n=138)(% like; very much like)

99% Mixed results (others)Brown rice: 59%

PB: 89%Beans: 70%

Unfavorable Rating (n=138)(% dislike; very much dislike)

<1% Brown rice: 23% PB: 5%Beans: 13%

Interview Results (n=31)

• Most highly valued among all participants

• Highly valued autonomy and choice F/V voucher provides

• Favorable among participants accustomed to eating whole grains 

• Not valued by those used to refined options

• Choice is valuable, but participants want more choices

• Beans only valuable to those who knew how to cook with them (preferably canned)

• Peanut butter useful but not high priority‐accumulated faster than it could be used in the household

• Brand restrictions decrease PB value

Foods provided for women and children

Results: Food preferences and value of the WIC foods among caregivers of children participating in WIC

Breakfast Cereal 100% Juice MilkFavorable Rating (n=138)(% like; very much like)

92% 93% Whole: 87%Low/no fat: 49%

Unfavorable Rating (n=138)(% dislike; very much dislike)

5% 1% Whole: 7%Low/no fat: 33%

Interview Results (n=31)

• Valued by participants accustomed to eating “healthier cereals”

• Not valued by those used to sweet cereals‐brand restrictions also decreased value for these participants

• Those who preferred sweeter cereals had children who preferred sweeter cereals also

• Many participants aware of high sugar content 

• Some considered juice to be unhealthy especially for children’s dental health

• Restrictions on whole/2% milk decreased value of packages

• Participants leave milk vouchers unredeemed

• Perplexed that children require whole milk at 1yr for brain development then at 2yrs it is restricted

Foods provided for women and children

Results: Food preferences & value of the WIC foods among caregivers of children participating in WIC

Foods provided for women and childrenBreakfast Cereal

“Not all children will eat like multi-grain Cheerios. It’d be nice to be able to get other cereals on WIC-with the different flavors that have all the vitamins and minerals in it- the children would actually eat.” -Caregiver age 37

100% Juice“WIC is always trying to tell us about rotten teeth and giving them sweets, but then they give him a

bigger juice thing than you give the actual adults. So, I look at it as just kind of backwards.” -Caregiver age 21

Milk“I donate the [skim milk] or I just don’t pick it up. Most of the times I buy a half-gallon of whole milk

because we don’t drink the skim or the 1%. I’m sorry, but who really drinks skim milk or 1% you know?” -Caregiver age 32

Leaving WIC due to food preferences“I left WIC because my son had become kind of picky with his food, & the WIC was just not cutting it

with what he wanted. I just finally said I’ll just take him off of it & just worry about my food stamps. [WIC] just didn’t provide what I needed at that time. So it was just, it wasn’t worth it at that point.”-Caregiver age 37

Aim: Food preferences and value of the WIC foods among caregivers of children participating in WIC

Discussion/ Implications• Participants value the food packages in WIC, but value the infant packages 

more• Cash value fruit and vegetable voucher increased the value of the program 

for many participants• WIC may be able to retain more families in the program after the child turns 

one and reduce program benefits from going to waste if choices are expanded, namely for milk 

• Participants value choice

Results : WIC is more than food: WIC program administration influences how food packages are valued

↑  Value  ↓Value‐WIC Clinic Level‐

‐Flexible‐Organized‐Accessible

‐Rigid rules‐Tech failures‐Difficult to navigate

Staff: caring & knowledgeable  Staff: rude attitudesNutr Ed:‐Engaging‐Interactive ‐Individualized

Nutr Ed:‐Repetitive‐Boring ‐Wastes time

‐WIC Vendor Level‐‐Clear food list‐Correct, clear labeling ‐Consistency 

‐Confusing/ complicated food list‐No/ incorrect labeling‐Inconsistent items allowed

‐EBT for WIC ‐Holding up the line‐Well‐trained cashiers ‐Stigma from rude cashiers and other 

customers‐Policy Level‐

Choices and autonomy Restrictive benefits

Results: Choice makes the food packages more valuable, but WIC is restrictive

“They should have the option to sometimes get the things that they want to. You know. If you don’t give families options, it kinda tears their self-esteem down. Sometimes they say when you cook, you cook from the heart, your meals come out great. Sometimes when you’re angry or you trying to fast cook, then you might mess a meal up. I generally cook from the heart so you know- it’s like soul into the food. So it’s just like when I go and pick out the food that I want to cook, I want to feel love coming from the food. People that’s trying to make WIC happen or actually work for them, deserve to get an option of certain things.” -Caregiver age 35

NWA Recruitment & Retention Icons

NWA Recruitment & Retention example Facebook page post

31

NWA Recruitment & Retention example Poster

32

Activities to Improve Caseload (cont.)

• WIC Physician Outreach Project• IPHA & SIU School of Medicine series “Where Medicine Meets Public Health”

• Developed MD webinar• Lunch and Learn events, fall 2016

• WIC Drop Off Analysis• Participant Interviews

• Contacted 160 WIC families who were active with no benefits at the time

• Region 3 not represented

33

MD Prescription Pads for WIC

34

“Pipeline” Breakdown

35

22

24

25

29

42

67

0 20 40 60 80

Just Had Baby

Child 1+

Pregnant

Breastfeeding

Infant <1

Multiple Children

Why did patients qualify? What brought them to WIC?

3

3

15

17

28

28

66

0 20 40 60 80

DHS Referral (e.g., FCRC)

Unclear / Not Specified

Longtime WIC Participant

Needed Counseling/Guidance(e.g, help breastfeeding)

Family/FriendRecommendation

Healthcare Provider / HealthDept. Referral

Financial/Resource Constraint(sole reason cited)

“What caused you to miss your appointment?”

36

244667881011

2224

355959

0 10 20 30 40 50 60 70

Did not Need the BenefitObtained Access to Other Benefits (e.g., SNAP)

Problems with WIC StaffFamily No Longer EligibleDid not Like the WIC Food

Do not Like Nutrition Education RequirementsLong WIC Wait Times

MovedDifficulty Using WIC Food Instruments

Did not Like the Change in Low‐Fat MilkClinic Not Open During Patient Available Hours

Difficulty Taking Child to Clinic for RecertificationStarted New Job/SchoolLack of Transportation

Forgot / Emergency

Mission of the 2017 WIC Conference• To set the stage for local agency WIC providers as Illinois WIC moves toward achieving its philosophy that providing food instruments is not enough. Every family is unique and deserves to be met 

where they are, receive warm referrals, individualized nutrition education and counseling, comprising shopping and food preparation skills 

building.  Only through meaningful conversation can families be engaged to make healthy choices 

including on‐going participation in WIC. Participants should leave appointments feeling affirmed as parents/caregivers, feel confident in using their food benefits, be ready to make small steps towards improved health, refer friends & family to the program, & come back to the clinic 

themselves.

The 2017 WIC Conference• This conference is an opportunity to consider :

• the role WIC plays in our families’ lives• how we might adapt our work to encourage continued participation and word of mouth referrals for all of our WIC services.  

• There is no question the foods WIC provides are important to our families, 

• WIC is more than food—WIC is about nutrition and parenting and self‐sufficiency.  

• According to USDA, WIC’s “mission is carried out by providing nutritious foods to supplement diets, nutrition education (including breastfeeding promotion and support), and referrals to health and other social services.”  

• Over the next few days we will focus on each of these core components.  

The 2017 WIC Conference • The flow of this conference is different from others we have held in the past.  

• 3 general sessions each followed by a breakout session.• Participation in the breakouts is vital to our success as they will be used to essentially “digest” the information provided in the general session so everyone feels comfortable with the message personally and can identify what assistance is needed to incorporate the information into their daily work.  

• Attendance and participation in the breakouts will ensure your voice is heard as we strive to understand needs for future training, education and other supports.  

• From now through Thursday we will learn more about:• the impact of poverty on children and families at a physiological level, 

• how early feeding practices can make all the difference,• how nutrition choices are truly preventative practices, and the value of compassion for others and ourselves. 

• Our potential is immeasurable. Our work has power.  Let’s engage to make a difference!