Objective:

Two distinct objectives: 1) increase direct response and applications to Women, Infants & Children food supplement program; 2) increase breastfeeding within African American market.

Solution:

Two distinct multimedia campaigns. The first positioned WIC as a positive tool for advancement for working families. The second branded Breast Milk and positioned breastfeeding as a beautiful, natural act within a culture which had become predisposed against it over generations.

Results:

Direct response increased over 30% and WIC enrollment shot to a record high. Within the African American Markets tested, breastfeeding rates and duration increased by over 30% as well, leading to increased funding and implementation in Texas, Delaware, Michigan, Wisconsin and California.