NEW YORK: The Ad Council has embarked on an effort to generate awareness of the National Woman, Infants and Children Association's (WIC) benefits. The initiative is centered on a series of PSAs - produced pro bono by ad agency Gotham - that illustrate how the WIC can be of assistance to nutritionally at-risk women and children.
The WIC provides the families it serves with nutrition and healthcare education, social-service referrals, and nutritious meals. Eligible participants include low-income mothers and low-income pregnant women.
The PSAs are available in TV, radio, and print, and are targeted at "every household," said Rev. Douglas Greenway, executive director for the WIC. There are two versions of the TV spots, one of which portrays a young child experiencing memory loss because of a nutrition deficiency.
The announcements conclude with the tagline, "Your child has you. And you have WIC," and directs audiences to a phone number to call for additional information.
All the spots, said Greenway, portray "universal" women or children, meaning they could be seen as being from several different ethnic groups. The PSAs are only in English, but Green-way said that was due to budget constraints. He also hinted at the possibility of Spanish versions coming out next year.
A division of the US Department of Agriculture's Food and Nutrition Service, the WIC operates through 2,000 agencies nationwide. The branches have been entrusted with pitching the PSAs to their local media contacts.