Since 2008, CMR has partnered with Wisconsin WIC to develop and implement outreach communication campaigns designed to alter behaviors regarding prenatal care, breastfeeding and child nutrition. These campaigns have included various tactics, including: strategic communications, public service announcements (television, radio, print), public relations, and social media. Ongoing research indicates that among at-risk audiences, there has been increasing awareness and knowledge of the Wisconsin WIC Program, healthy pregnancy behaviors, and birth outcomes.
Sector Government
Question
Mom Strong | How do you change Millennial and Gen Z parents’ brand perceptions from negative to positive? How do you get them to change their behavior and enroll in government programs?
Challenge
WIC needed to promote its resources and services to new parents — particularly Black and Hispanic parents ages 18-34 — but they didn’t know how and where to reach them.
Solution + Strategy
Through three campaigns, Mom Strong, Breastfeeding Awareness Month and Enrollment Week, CMRignite found two ways to raise awareness of WIC services — Empower them with culturally delivered language and graphics & meet the key audience where they are, online.
MOM STRONG CAMPAIGN
Solution + Deliverables
From Oct. 2018 – present, CMRignite launched the Mom Strong co-op campaign to empower new moms. Our continued efforts include extensive audience research, a new website, social media campaign, TV and radio spots and even nutrition program with a printed cookbook.
Services:
Research, UI/UX development, Content development, Paid media
CMRignite boosted long-term enrollment statewide with above-average metrics.
1.8 million impressions across 14 TV, radio, print and online promotion (including 2 Spanish-language placements in local newspapers)
Ad revenue: $58,600
Facebook, Instagram, Snapchat
8.5 million impressions
863k engagements
36k clicks to website
WICmomstrong.com
54k+ page views
35k+ unique homepage views
12k+ new users
7% new user lead conversion rate
ENROLLMENT WEEK
Overall, this campaign has been successful in several ways in 2020 and 2021 — by supporting and re-engaging local agencies, recruiting and retaining WIC enrollees, and providing an overall boost in WIC perceptions among the public.
