The National WIC Association’s 50th Anniversary campaign, crafted in partnership with The Hatcher Group, stands as a testament to the transformative impact of the Women, Infants, and Children (WIC) program over the past five decades. By leveraging compelling multimedia content, including themed videos, a comprehensive landing page, and captivating social media material, the campaign not only commemorated WIC’s remarkable legacy but also galvanized support for its ongoing mission. Through strategic collaboration, Hatcher’s expertise in public health communications and creative services helped elevate the campaign, amplifying awareness and engagement while honoring the invaluable contributions of WIC and the National WIC Association (NWA) to the health and well-being of millions.
Since its start in 1974, WIC has become one of the country’s most successful and beneficial programs for families, championing access to healthy food, breastfeeding support, health screenings, and referrals for families. As the primary advocate for the program and its members, NWA wanted to commemorate WIC’s 50th anniversary in 2024 and celebrate its transformative role in improving the health outcomes of nutritionally at-risk women, infants, and children. The NWA sought Hatcher’s expertise to elevate the celebration beyond conventional approaches and develop compelling materials that captured the essence of WIC’s journey and its profound influence on families across the United States.
Hatcher embarked on a comprehensive approach, leveraging our expertise in public health communications and creative services to craft a dynamic solution for the NWA’s 50th Anniversary campaign. Through innovative storytelling and strategic collaboration, we transformed the NWA’s vision into a compelling narrative through themed videos, a dedicated landing page, and engaging social media content. Our partnership amplified the celebration of WIC’s legacy while advocating for its ongoing mission to support healthier communities nationwide.
Hatcher created foundational messaging to support the NWA in promoting WIC’s 50th anniversary, including content for the anniversary landing page, social media toolkits, and the animated timeline. Hatcher developed accompanying toolkits with social media posts and graphics that highlighted program accomplishments and provided quotes from WIC staff and participants related to each month’s theme. Hatcher also developed compelling content to pair with historical photos and videos for an animated timeline video showcasing annual milestones over WIC’s 50-year legacy.
Hatcher developed new brand guidelines for the 50th anniversary campaign to enhance the NWA’s and WIC’s existing individual brands while distinguishing the campaign materials from other branded pieces. We also developed a WIC Recipe Book in both English and Spanish, highlighting recipes using WIC-approved foods. The campaign’s cornerstone was a series of 12 thematic videos, released monthly throughout the anniversary year, that featured interviews with WIC experts, NWA members, USDA leaders, and WIC participants and focused on priority topics including the history of the first WIC clinic, maternal health, breastfeeding, diversity and equity, nutrition, and more.
To showcase the 50th anniversary content, Hatcher also designed and developed a dedicated campaign landing page. As our partnership evolved, NWA also enlisted Hatcher’s support to produce a long-form animated timeline video commemorating WIC’s remarkable 50-year legacy.
The campaign garnered widespread awareness and engagement, reaching thousands of individuals across various platforms. In the first six months of the anniversary campaign, the videos earned nearly 8,000 views and the website received nearly 28,000 unique visitors, more than 170,000 page views, and 12,000 clicks on the partner toolkits. Through compelling multimedia content and strategic communications efforts, we amplified WIC’s milestone anniversary celebration, honoring the program’s legacy while advocating for its continued impact. The campaign’s success underscored the invaluable contributions of WIC and the NWA in supporting healthy families and communities nationwide.
Branding and Graphic Design
Creative Services
Multimedia Production
Public Health Communications
Website Research and UX Design