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Case studies ITCA WIC

ITCA WIC Dear Mom

Tribal mothers speaking straight to other mothers, so families trust WIC enough to enroll.

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About the project

The story.

Client
ITCA WIC
Goal
Education
Industry
Tribal Nations
Services
Strategy & creative, Production, Post-production

The Inter Tribal Council of Arizona's WIC program had eligible families who weren't enrolling. Our SITREP found the barrier was trust, not awareness, so we put tribal mothers on camera talking straight to other mothers: no narration, no institutional voice, shot in unbroken takes so they read as neighbors.

The SITREP

Research first.

Before we filmed anything, the research changed the plan.

  1. 01

    The situation

    ITCA needed more WIC enrollment. Participation was declining even though families were eligible.

  2. 02

    What we found

    Tribal members linked WIC with government surveillance. The barrier was trust, not awareness.

  3. 03

    What we made

    Tribal mothers speaking straight to camera, shot in unbroken takes. No narration, no institutional framing.

How SITREP works

The numbers

By the numbers.

Public numbers around the project, each with its source.

  • +1.3%ITCA WIC participation, FY2024 to FY2025: its first rise after two years of declineSource: USDA
  • 6,430Average women, infants and children on ITCA WIC each month in FY2025Source: USDA
  • +9.7%WIC participation nationwide, FY2022 to FY2025Source: USDA

Our work

More from the project.

More case studies

Keep reading.

More Tribal Nations workAll case studies

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