National WIC Association

Request for Proposals: WIC Recruitment & Retention Marketing Campaign

September 27, 2021

The National WIC Association (NWA) is seeking a proposal for a multi-media advertising and educational marketing campaign for the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC). WIC is a government program that provides nutrition education, breastfeeding education and support, referrals to health care and social services, and nutritious foods for qualifying parents, pregnant people, and young children.

NWA manages the National WIC Recruitment & Retention Campaign (R&R Campaign) -- a marketing and outreach effort to recruit and retain WIC participants and generally improve the perception and recognition of the program amongst the public. This project is funded with support from state-run WIC agencies and is overseen by NWA who partners with a marketing firm for strategy and execution. It began in 2016 and continues in three-year cycles. The third cycle will run from January 1, 2022, to December 31, 2024.

The campaign has four objectives:
1. Recruitment: Increase enrollment into the WIC program.
2. Retention: Keep participants engaged as long as they qualify for the program.
3. Increase positive perception of WIC.
4. Branding: Achieve national brand recognition.

We work with our marketing partner to determine the best ways to grow recruitment and retention. Our target audience is those who are eligible for WIC, including young moms; pregnant, postpartum, and breastfeeding parents; foster parents, grandparents, single fathers, and children under the age of five.

Currently, we work with a nationally recognized content marketing and media agency on the R&R Campaign. Campaign components currently include:

  • Digital advertising.
  • Paid Google ads.
  • Paid social media ads.
  • Point-of-care media & literature.
  • Magazine print media.
  • Local Activation Toolkit.
  • Central website ( & text-to-enroll.
  • Health care provider magazine ads.
  • Social media pages.

Many State WIC agencies don’t have the money, time, or expertise to market WIC on this level. This campaign is a service and resource for them, providing advertising, content, consulting, and assistance.

If you are a marketing firm interested in sending a proposal, please visit the Request for Proposals for more information. The deadline for proposals is October 15, 2021.