Case studies ITCA WIC
ITCA WIC Welcome to WIC
A welcome film, a series of short guides and Dear Mom, so tribal families trust WIC enough to enroll and know what to do once they have.
The project
Here's what happened.
Here are the basics, followed by the short version of the story with the film beside it:
- Client
- ITCA WIC
- Goal
- Education
- Industry
- Tribal Nations
- Services
- Story, Production, Editing
The Inter Tribal Council of Arizona's WIC program had eligible families who weren't enrolling. Our SITREP research found the barrier was trust, not awareness. So we made Welcome to WIC, a series of short films that walk families through the program in plain language, from the first visit to the checkout line, and then Dear Mom, where tribal mothers speak straight to other mothers with no narration and no institutional voice, shot in unbroken takes so they read as neighbors.
The SITREP
What our research changed.
Before we filmed anything, we did our SITREP research into ITCA WIC's work, the people it serves and the field around it. It changed the plan, and here's how:
- 01
Where things stood
When ITCA came to us, its WIC program needed more families enrolled. Participation had been falling even though plenty of families were eligible.
- 02
What we found
Our research found that many tribal members linked WIC with government surveillance. The barrier wasn't awareness, it was trust.
- 03
What we made
So we made Welcome to WIC, a series of short films that answer one question each, from how to shop to what to do when a card doesn't work, and then Dear Mom, where tribal mothers speak straight to camera in unbroken takes, with no narration and no institutional framing.
The numbers
The numbers around it.
We like to show the bigger picture around a project. These are public numbers, and each one comes 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.
We made 20 films for this project. Here are the rest of them:
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Start a project
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