The Products: Public Service Announcements

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In addition to print materials, we created and produced radio and television public service announcements to expand the reach of campaign messages into the public arena.  Prior to production, we created three concepts that could carry the chosen messages.

• "Moms in their Own Words" This documentary-style PSA would include WIC moms talking about the benefits of WIC in their own words. The mom's messages would be complemented by b-roll of them and their children in various settings. This PSA would provide an authentic experience for viewers who will get a sense of the "real face of WIC."
  
• "WIC- We're Here to Help" This scripted PSA would focus on a WIC nutritionist who is also a mom, talking about the struggles of making healthy choices for her and her family. The nutritionist would be shown engaged in numerous activities at work.  This PSA would drive home a message of support and partnership.
  
• "More Than Food" This PSA would feature a mother unpacking groceries.  The groceries’ labels have been replaced with key messages from the WIC campaign, such as "support," "options," and "information." This concept presents the message that WIC provides more than food. WIC provides peace of mind and security. WIC is your partner in making healthy choices for you and your family.

For the selected theme, "Moms in their Own Words", Douglas Gould and Company devised a two-day on-site shoot at WIC clinics and local parks near Lebanon, Pennsylvania. A diverse group of WIC moms and their children were the featured stars. The WIC moms' unscripted voices dominated the brief video and radio spots. A professional voice-over tied the spots together.

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