KNOX COUNTY HEALTH DEPARTMENT WIC CAMPAIGN

The Empowered by WIC campaign focused on adjusting perceptions of the WIC program through empowerment, diversity, and accessibility. Through vibrant, optimistic visuals and relatable storytelling, we positioned WIC as an inclusive resource for families of all types, offering modern tools and essential support without judgment.

At the heart of the campaign was a standout video that used a dynamic green screen technique. We were able to select talent and I was given the opportunity to art direct a shoot specifically for this campaign where we captured video and photography for this campaign. This approach paired real participants with branded, animated 2D backdrops featuring food, foliage, and joyful imagery.The video highlighted the program’s updated platform, including the WIC app, emphasizing convenience and removing barriers to entry.

By combining inclusive visuals, clear messaging, and a friendly yet empowering tone, Empowered by WIC successfully brought attention to an essential program, encouraging new enrollments and increasing awareness. The Knoxville County Health Department saw an impressive uptick in people signing up for the program and an impressive 70% clickthrough completion rate on these ads.