PHFE WIC: Expanding Multi-Channel
​Outreach & Retention​ through
​Print and Digital Materials

Situation
​and Challenge

Solution and Execution

Scale and Impact
PHFE WIC is the largest WIC agency in the United States, serving nearly 200,000 low-income individuals monthly across Southern California. WIC provides healthy food, nutrition education, breastfeeding support, and connections to health and educational resources. Though the agency currently serves a large number of individuals and families, WIC continuously strives to reach qualifying participants who are not yet enrolled by connecting with external stakeholders, community partners, and physicians' offices.
  • Goal: Establish a toolkit of multilingual digital and print materials to promote the WIC program directly to families and external and promote useful educational resources for current WIC partipants displaying diverse families, typographic hierarchy and visual elements to guide readers through the materials
As the sole designer, I led the end-to-end design of the materials. This process included:
  • Writing targeted, empathetic messaging tailored to specific audiences, including individuals interested in prenatal care and infant nutrition, to additional government benefits like CalFresh
  • Partnering with registered dietitians, international board-certified lactation consultants (IBCLCs), and program managers to ensure accuracy while simplifying health literacy
  • Including diverse imagery reflecting varied racial, age, and family structures (including fathers and non-traditional caregivers), localizing collateral across multiple languages (e.g., English, Spanish, Arabic, Vietnamese, and more) to eliminate access barriers
  • Utilizing layout, visuals, and strong typographic hierarchy to easily guide readers toward actionable next steps (such as applying online or attending virtual classes).
  • Successfully designed a unified, multi-lingual toolkit of promotional and educational materials to increase program applications, simplify partner referrals, and retain 200,000 monthly participants

WIC Virtual Nutrition and Breastfeeding Classes

WIC Virtual Breastfeeding Support Groups

WIC Paced Bottle Feeding Tips (Vietnamese)

WIC Paced Bottle Feeding Tips (Vietnamese)

Apply for WIC (Arabic)

WIC and CalFresh promotional flyer

WIC Managed Care Plan presentation
​promotional flyer