Process: Strategic Message Development

Next: Identity and Message Testing

To wrap our heads around what WIC is all about, we reviewed existing WIC and Department of Health materials, results of the state WIC participants' survey, and other state's campaign materials. In addition, we held a day-long brainstorm session with key personnel from the WIC program. The materials review and brainstorm session helped to define target audiences and actions we want them to take, and ultimately to inform message development. 

We developed three themes and accompanying messages, slogans, actions, and images that we felt painted the most accurate picture of WIC.  We presented the images first, messages second and slogans third.

• Theme I: Nurture/Care: The theme of Nurture/Care focused on WIC as a resource, for providing nourishing food and information that moms and moms-to-be need to ensure a healthy start for their babies.
  
  
• Theme II: Learning: Learning positioned WIC as an expert in early childhood nutrition, an extension of doctor's care that moms could turn to for information and advice on how to achieve good health for themselves and their families.
  
  
• Theme III: Options: The Options theme focused on WIC as a nutritional partner to self-determined moms who can all learn more about healthy food choices but who already prioritize what is best for their children.
  
  
• Images: The images we presented paired an array of women, children and infants with images of eating, selecting or preparing healthy foods.  We also included images of women breastfeeding, which the WIC program promotes.  Images were shown to participants on individual pages in order to incite a spontaneous reaction. 
  

Next: Identity and Message Testing