Process: Identity and Message Testing

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We tested the three themes and their corresponding messages with members of two target audiences -- WIC program participants and WIC program staff.  Hearing directly from those involved with WIC was key to the process, as engaging WIC participants and encouraging them to stay with the program beyond the formula benefit was a main goal of the campaign.  We analyzed key findings in partnership with The FDR Group.

Our findings revealed that participants wanted to feel like WIC was a partner in helping them make the best decisions for their families.  Also, the idea of choice was well-received by all parties. Armed with this information, we developed an effective message platform that positions WIC as a partner in helping mothers and families make healthy choices for their families.  The theme "WIC & YOU: Making Healthy Choices TOGETHER" was born, and supporting messages and audience actions were defined.

Our research also revealed that mothers responded to images that made them feel good and validated as mothers, but the images needed to relate directly to what WIC does. Our final photo selections included images that represented some of the new food options, as well as the other nutritional services WIC offers.  We included one fairly reserved breastfeeding image to demonstrate that WIC can provide information on this topic.

Message Training: Understanding that WIC staff set the tone for the program in their interactions with clients, we prioritized them as key influencers. Furthermore, the focus groups taught us that this relationship was essential in ensuring that WIC participants maximized program benefits.  We trained all WIC nutrition educators in Pennsylvania on how to present the campaign concept and key messages to their clinic staff and their clients.   Their buy-in to this statewide campaign and full support of the messages and materials was critical to the campaign's success.

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