WIC Advertising Campaign

Paid Media Campaign

Messaging that includes “You Got This” and “Happy Family. Healthy Food. Healthy Kid.” intends to let mothers and fathers know they are not alone.

The campaign targets West Virginia counties based on
qualified populations and current caseloads, including:

Dollar General/Family Dollar receipt ads
Grocery cart ads
Billboards
Sponsorships
Transit (buses and bus shelters)
Social media content/strategy
Digital ads

Results

The economic impact of WIC benefits increased by 12% over 2021 in funds spent with WV retailers. This paid media campaign generated over 2.5 million impressions with a click-through rate on digital display ads of 23%.

Client