Each summer, WIC offers participating families benefits to purchase fruits and vegetables from local farmers’ markets. While the benefit is an added value, awareness and participation in the program had hit a historic low. As of 2015, only 36% of farmers’ market benefits were redeemed.
In an effort to boost awareness and participation in the program, I led an effort to rebrand and mobilize families to use their benefits. We gave the program a clean, modern look and launched a campaign, which included a landing page, text messages, social media ads, flyers, posters, and a news segment.
Social Media posts
Distribution of Benefits
Increase in Redemption
Total Benefit Redemption