Implementing and evaluating a media campaign to increase WIC caseload (original) (raw)

Abstract

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 f...

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