Got WIC?

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Title

Got WIC?

Advertiser:

Community and Economic Development Association

Year:

2015

Source:

OAAA

Product Category:

Charities

OOH Format:

Outdoor, Transit interior, Transit shelter

Country:

United States

Objective:

CEDA WIC was looking to make the market aware its services were still available to those in need and build a stronger brand presence in the market. CEDA WIC provides a supplemental nutrition program focused on eating healthy for mom and children. They needed to increase the amount of inquiries and case loads across all clinics, with a large focus on the south suburban region of Chicagoland (Chicago metropolitan area).

Target Group:

Low-income mothers & families

Strategy and Media Used:

Using demographics they identified specific markets and noted that almost 30% of their target demographic were transit riders. The OOH campaign consisted of interior bus and train cards, transit shelters, and exterior transit. The campaign provided WIC with coverage in key areas as well as promoting other CEDA WIC clinics outside of the catchment areas.

Results:

Over the course of the campaign CEDA WIC saw a large influx of phone and web inquiries which led to an increase of 1500 caseloads, which significantly exceeded client expectations.