WIC is a government resource for struggling parents with children up to the age of four to obtain food vouchers. WIC needed a campaign to encourage moms to join or stay in the program.
Our strategy team discovered that many moms felt the stigma associated with using WIC was too great and would rather not get the monitory help to feed their families. This campaign helps remove the stigma by highlighting all the hard work parents do, often working two or more jobs. Showing that their is no shame in getting a little help from WIC because they already do so much.
The colors I chose are bright and fun, and the fonts have a hand-written feel making the ads feel fun and playful. WIC wanted to avoid making the ads look too corporate and feel more approachable/friendly since this is government entity. The stories of hard working parents have playful and fun twists so they are reminded of the hard work they do but the reason they do it, for the children they love.