To raise awareness of key WIC features—including the mobile app, multilingual resources, and inclusive support for both mothers and fathers—we began with audience testing to determine the strongest messaging and visuals. The winning concept, “WIC Grows With Families,” became the foundation for a fully integrated marketing campaign. We executed a paid media strategy that met the audience where they are, combining social ads (single image, carousel, story), programmatic display, native ads, OTT/CTV video, gas pump advertising, and high-visibility touchpoints like billboards, KAT bus cards, standees, and local print collateral. The campaign was designed to increase enrollment, boost app engagement, and improve perception of WIC as a modern, family-forward resource across Tennessee.