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Prioritizing Outreach

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WIC contributes to healthy outcomes for moms and their young children, yet only half of eligible women, infants, and children participate in the program (FNS, 2020). To make sure that eligible families know about WIC and the benefits it provides, FNS is investing in outreach.



Key Activities
National Outreach Campaign

FNS will develop and implement a bold, modern and strategic national outreach campaign to increase enrollment and retention in WIC, while reducing disparities in program access and delivery. Initial work will focus on strategy development and planning. The campaign is currently expected to be formally launched during FY 24.

Key Partners
      Porter Novelli Public Services, Inc.

Related Resources

Community Innovation and Outreach Cooperative Agreement (CIAO)

In October 2022, we awarded the Community Innovation and Outreach (CIAO) Cooperative Agreement to the Food Research & Action Center (FRAC). In May 2023, FRAC awarded the first round of WIC CIAO subgrants; 36 entities received a total of $16 million to work on local outreach across 32 states over 18 months. The lead organizations for these subgrants include 4 WIC state agencies, 17 WIC local agencies, and 15 nonprofit organizations. The subgrant projects represent diverse populations across the country. Four subgrant projects are led by tribal organizations. We expect another round of subgrants to be announced in summer 2024. Subscribe for updates from FRAC.

For more information about the subgrant projects, please visit the WIC CIAO project website.

Key Partners
      Food Research and Action Center (grantee)
      Gretchen Swanson Center for Nutrition (grantee partner)
      Native American Agriculture Fund (grantee partner)
      UnidosUS (grantee partner)

Related Resources

Page updated: November 14, 2023