Older adults are the hidden hungry. One in seven older adults faces the threat of hunger. Older Oklahomans are at particular risk due to Oklahoma ranking fourth nationally for older adults facing hunger. Despite this, older adults underutilize food assistance programs. The purpose of this study was to conduct formative assessment of older adults' perceptions of food insecurity and food assistance programs using Social Marketing Principles. This was a qualitative study and used focus groups as the method of formative assessment. Forty-eight adults, 60 years and older, who participated in the Oklahoma SNAP-Ed program and lived in low-income housing facilities participated in six focus groups. Focus groups were audio-recorded and transcribed verbatim. The team analyzed transcripts using a comparative method to identify themes and then organized themes into categories according to the Social Marketing Principles of product, price, promotion, and place. Regarding food insecurity, participants reported food insecurity meant not having enough money to buy food, which led to inadequate food intake and poor food choices. Food insecure coping strategies included self-sacrificing methods, utilizing family and friends, meal planning and food management skills, using food assistance programs, and finding transportation. Barriers to food security included transportation, other expenses, health conditions, shopping and cooking for one, and facility restrictions. Participants desired education on meal planning and food management, food assistance programs, and easy and economical cooking and felt outside sources and in-house sources could provide this education. Regarding food assistance programs, participants were aware of programs including delivered meals, Older American Act Nutrition Program, and food banks and reported benefits were providing food and extending finances. Barriers to program participation included pride, program restrictions, transportation, unawareness of food assistance programs, and types of foods provided. Participants desired more information about food assistance programs and felt in-house sources could provide this education. Understanding older adults' perceptions of and barriers to participating in food assistance programs as well as strategies used to cope with food insecurity can help inform the development of education programs to target their needs. This project was funded in part by the Oklahoma Supplemental Nutrition Assistance Program Education.