Implementing and evaluating a media campaign to increase WIC caseload

INTRODUCTION/BACKGROUND: To increase participation in Tri-County Health Department's (TCHD) Special Supplemental Nutrition Program for Women, Infants, and Children (WIC), a mixed-media advertising campaign was developed and ran from June 15-September 15, 2009. The campaign included Spanish-language radio ads, Spanish/English advertisements on the inside and outside of buses and in bus shelters located in the TCHD area. A separate phone number was established for people responding to the ads. EVALUATION DESIGN: Information collected from callers included date, residence county, WIC office referred to, and location where caller saw advertisement. The campaign's effect on attracting new clients to TCHD WIC was estimated by comparing the actual number of new clients during July – December 2009 with the number that would have been expected based on data from 2008 during the same months. RESULTS: A total of 552 phone calls were received (6/15 – 9/15): 378 from area residents and 174 from surrounding counties (referred to other health departments). The most frequent ad location cited was bus shelters (235, 42.6%) followed by radio (119, 21.6%), then buses (85, 15.4%). For Spanish-speakers (n=146), radio was the most frequently cited source (77, 52.7%). A total of 11,324 new WIC clients were enrolled at TCHD during the timeframe, 416 more than the expected 10,908. DISCUSSION: In the short-term, the campaign increased caseload and visibility for the WIC program, and resulted in new, updated materials for outreach. The long-term effect of the campaign on the recruitment of new WIC clients cannot be determined.