Feature: Updates to WIC Food Package Prompts Re-branding Effort
In a historic move that could impact the health and well-being of millions of pregnant and breastfeeding women, and infants and young children, the United States Department of Agriculture (USDA) recently revised its supplemental nutrition program for Women, Infants and Children (WIC). Barely changed since the program began in the 1970s, WIC now offers a wide range of fresh fruits and vegetables, whole grains and other nutritious food choices that demonstrate a deeper appreciation of cultural preferences.

Setting a national example for innovation, the Pennsylvania Department of Health secured funding and resources from the USDA to use the new supplemental food guidelines as the cornerstone of a re-branding effort. In a competitive bidding process, the Pennsylvania DOH selected Douglas Gould and Company as their communications partner for a statewide campaign to change the image and perception of the WIC Program.

DGC undertook a multi-pronged branding and marketing campaign for the new supplemental food program that involved message, identity and materials development supported by marketing research. The end result was a cohesive campaign that highlights WIC as a partner in helping mothers make the best nutritional decisions for their families.

A successful campaign requires many things: a clear message, a captivating design, appealing imagery, and a well-researched strategy for implementation that concentrates on target audiences and reaching the optimal number of people possible. This campaign will undoubtedly resonate with the 250,000 WIC participants in Pennsylvania, additional WIC-eligible moms and children, as well as a statewide audience. The Pennsylvania WIC program also serves as a model to WIC programs nationwide.

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Notes from the Field: First Lady Hosts The Center for Medicare Advocacy's Judith Stein
The Center for Medicare Advocacy's (CMA) executive director, Judith Stein, was invited by First Lady Michelle Obama to share her story at the Senior Health Care Round Table at the White House on November 13th.

Judith and CMA's mission is to ensure fair access to Medicare and quality healthcare. As a breast cancer survivor, Stein has had first-hand experience in dealing with the insurance battles that are often a bi-product of catastrophic illness. "I have had to urge my doctors to make their best medical decisions and to leave the insurance battles to me. But if I were not a lawyer who has been fighting for proper health insurance for other people for 30 years, I might not be getting the treatments I need."

Stein shared her story because, in her words, "We all get sick, we all get injured. But we don't all have insurance and we aren’t all health care lawyers. All women, all people, need health care and we all need help in paying for it." She said, "We need to make our voices heard now for health care reform. We need quality health coverage – including a public option – for everyone. I know this as a woman, a patient, and an advocate."

DGC has been working with The Center for Medicare Advocacy in support of their advocacy campaign MedicareWorks, urging Congress and the administration to include a public option in health care reform in order to provide competition with private insurance and keep costs down for individuals and taxpayers.

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On my Radar: Is there a Confusion Dividend on Health Reform?
Recently I watched the confusion over health care reform play out in two focus groups in Indianapolis. Our goal was to test messages and ways to frame stories to mobilize people to be more supportive of children. We got into health care reform in a conversation about the Child Health Insurance Program (CHIP) which, despite strong media coverage when it was reauthorized, was unknown by almost everyone.

"I am surprised that has been in place since 1997?"

"CHIP isn't that the same as Medicaid?"

"What are the benefits that it offers?"

There was a feeling that health care reform has become a political football and that nothing good will come of it. There was a lot of cynicism among the senior citizens in our groups about some of their peers' opposition to government intervention in the health care system when they all benefit so greatly from a "public plan" that works, Medicare.

What warmed my heart was a strong positive feeling that children's health must be addressed and that out of confusion may come something good. As one participant said "there are a lot of programs out there and it is confusing – we just need one single program."

Maybe that is a message the Obama team should try!

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Beyond the Click: Kentuckians for Community and Technical Colleges
Douglas Gould and Company is working with the Kentucky Community and Technical College System (KCTCS) to launch their state-wide advocacy campaign for smart investments in Kentucky's students, workers and the state's economic future. This includes in-depth interviews with nearly two dozen stakeholders, drafting and finalizing a message platform and sound bites for staff and leadership as well as providing a framework for proactive media pitching and placement.

Building upon national work with other state's community college systems, Douglas Gould and Company has also advised a local advertising firm on messaging for the system. Currently, the agency is working closely with KCTCS leadership at the highest levels to train system advocates on messaging and advocacy, as well as creating and maintaining content for the launch of an advocacy Web site and social media outlets.

Re-engaging with Forum for Youth Investment
The Douglas Gould and Company team has re-engaged with the Forum for Youth Investment and it's Ready by 21 initiative to help develop a strategic communications plan and implement its first year activities.  The results of DGC's efforts are aimed at streamlining messages, growing national participation and advocacy, supporting policy goals, and enhancing funding support.    

Five years ago, the DGC team consulted with the fledgling Forum for Youth Investment on how best to define and position their work.  Using many of DGC's recommendations, the Forum created a service delivery framework and coalition of partners who, through Ready by 21, enable leaders to improve their capacity to help get youth ready for college, work and life.

DGC's work will include a research phase via leadership, partner and participant interviews, and media and materials audits; issue framing, messages, supportive tactics, and capacity building through message trainings, materials and tools development, and increased visibility through media relations and events.

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