WIC Transit Advertising in West Virginia

In an effort to reach more families in need and promote access to nutritional support, the West Virginia WIC program partnered with The Manahan Group (TMG) to design and execute a comprehensive WIC transit advertising campaign across key counties. The campaign was rooted in strategic targeting, focusing on regions with qualified populations and current caseloads in need of additional outreach.

Campaign Objectives:

The campaign’s primary goal was to boost awareness of West Virginia WIC  among eligible families—especially parents of young children and expectant mothers—and increase engagement with local resources. The campaign emphasized inclusivity, emotional reassurance, and practical messaging to let families know they are not alone.

Messaging highlights included:

• “You Got This” – A message of encouragement and empowerment.
• “Happy Family. Healthy Food. Healthy Kid.” – Reinforcing the WIC program’s impact on household wellness.

Tactical Approach:

To reach West Virginia families where they live, shop, and travel, the campaign utilized a diverse media mix. This multi-channel WIC transit advertising strategy ensured visibility in both rural and urban areas while connecting with parents during everyday activities.

Key placements included:

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

Campaign Results:

This thoughtfully executed WIC transit advertising campaign delivered measurable success across all major benchmarks. 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%.

Conclusion:

The success of this campaign demonstrated the power of WIC transit advertising that speaks to families with empathy, encouragement, and culturally relevant outreach. The Manahan Group’s integrated strategy not only raised awareness but helped strengthen community trust in the WIC program across West Virginia. By meeting families where they are—both emotionally and physically—the campaign made a lasting impact on public health and food security.

Visit dhhr.wv.gov/WIC to learn more about the West Virginia WIC Program and the benefits it can provide.