WIC - Central District Health

To ensure accessibility and ease of use, we developed a mobile-optimized landing page that automatically detected the language setting on the user’s device and provided content in that language. In addition to allowing users to easily complete the WIC referral form, the page also provided educational information on the services provided by WIC, making it easy for participants to share the content with those they were referring. Accessible via QR code or text link, the page offered a convenient, seamless experience, encouraging participants to take action and refer those who could benefit from the WIC services.

To effectively engage WIC-enrolled participants, we designed a postcard that communicated the referral campaign message in a clear, approachable manner. The postcard featured a call-to-action (CTA) prominently displayed in seven different languages, ensuring accessibility and inclusivity for diverse audiences. The QR code directed recipients to the dedicated landing page, where they could easily refer people to the program. The design maintained consistency with our overall campaign branding, using the same imagery and key branding elements.

To support the referral campaign, we developed the SMS messaging schedule, crafting the copy and selecting optimal send days and times. The copy highlighted the opportunity for both the participants and their referrers to receive a $25 grocery gift card upon successful application. The messages were sent by our client, Central District Health, to their current WIC contact base—individuals already enrolled in the program—using their system. This approach ensured HIPAA compliance, as all messages were delivered securely and directly through the client’s platform, safeguarding participant privacy. By sending well-timed, relevant messages, we helped ensure the campaign reached the audience effectively while maintaining privacy and compliance.

As part of the general awareness campaign, two billboards were designed and strategically placed at high-traffic locations to maximize visibility and reach. The billboard prominently featured the phrase, “Food cost too high? WIC can help,”. The message was designed to resonate with families facing financial challenges, who may qualify for QIC services. This messaging was particularly effective in capturing attention and communicating how WIC could provide valuable assistance.

To further extend the reach of the campaign, we designed indoor posters, which were placed in local public buses and strategically placed on routes serving areas near and around the CDH office location. These posters featured the same key messaging from the print billboard, ensuring consistent branding and reinforcing the campaign’s objectives in a highly visible, everyday environment.

Additionally, buses equipped with video technology displayed the educational videos we previously created, providing passengers with educational information about WIC during their commute. This integration of visual and digital elements on public transportation helped engage a broad audience. By leveraging this unique placement, the campaign reached people in a practical, community-focused setting, enhancing overall awareness and driving overall awareness and education on the WIC program.

As part of the overall awareness campaign, we ran an OTT (Over-the-Top) and CTV (Connected TV) digital campaign in English and Spanish, utilizing the educational videos previously created. To enhance visibility and encourage user interaction, we created banner ads that accompanied the videos, driving traffic to the campaign website for more information and resources.

The banner ads were designed with the same imagery featured in the billboards and bus posters, ensuring a cohesive and consistent visual experience throughout the campaign.

As a continuation of the campaign’s outdoor strategy, we designed bus benches that were installed at two strategic locations. The design matched the visuals from the billboard and bus posters, maintaining consistent branding and messaging across various touchpoints. These bus benches provided an additional opportunity to engage commuters and passersby, reinforcing the campaign’s message about the WIC program in high-traffic areas. The cohesive design helped create a unified campaign experience, increasing the likelihood of recognition and recall among the local community.

To further promote the WIC program, we designed and ordered branded merchandise featuring both the client’s branding, Central District Health, and the WIC program logo. The items, including tote bags, drawstring bags, stickers, and car sunshades, were chosen for their practicality and functionality. These items not only served as useful giveaways but also helped reinforce the campaign’s visibility. The stickers, in particular, were designed to be fun and engaging. These merchandise items were distributed by CDH at various tabling events, to both potential and current WIC members.