Infant & Toddler Nutrition
Atlanta Regional Commission
Comms & Media Playbook
Targeted Digital Campaign
102% lift in monthly users
81% overall CTR
$1.11 overall CPC
Supporting State Health Departments to address food and nutrition security is a vital component of National Association of Chronic Disease Directors (NACDD)'s work in the Center for Advancing Healthy Communities.
We partnered with Propellant Media to promote infant and toddler nutrition across five states.
Using ads provided by CDC, we developed custom digital campaigns for State Health Departments in Maryland, Michigan, New Hampshire, Iowa and Oklahoma, with messaging focused on connecting Black mothers and caregivers with information and local resources in their state.
Our initial outreach campaign included targeted digital ads in prioritized metro area zip codes, as well as Google search ads. Messages were focused on older people seeking resources and/or services across a variety of needs (home modifications, meal deliveries, help with transportation, etc.), as well as caregivers who may be seeking help on behalf of and older friend or loved one. With a modest budget over a period of two months, the messaging had an 81% overall CTR and created a 102% lift in monthly users to their website.