INTEGRATED MULTI-MEDIA DIRECT TREATMENT CAMPAIGN

Arizona Department of Health Services (ADHS) 2005 Breastfeeding Awareness Campaign

The objective was to design a two-fold social marketing campaign to help educate WIC (Women, Infants and Children) Program participants about the long-term health benefits of breastfeeding and to educate Arizona employers on the benefits of supporting a breastfeeding policy in the workplace.

Analytics
WIC Program participants were the target audience for breastfeeding benefits. An employer database matching WIC participant employment demographics was developed.

Imagination
Collateral specific to each audience was designed. Mothers received a breastfeeding health benefits brochure and response card to request a breastfeeding kit. Employer collateral cited business, employee satisfaction and social benefits of breastfeeding.

Results
To measure effectiveness, mothers were encouraged to request a breastfeeding kit. The success benchmark was 100 bounce back cards. At the official close of the campaign 1295 responses had been received - 12 times the success benchmark. The campaign also distributed 200 employer kits with many of the packages mailed at the request of breastfeeding mothers.