It’s no secret that at Williams Randall, we love babies. More specifically, we’re passionate about leveraging advertising and brand work to help Hoosier families.
A portion of our client work over the last few years has focused on helping Indiana parents get the resources they need so that more Indiana babies can have a strong start to life and, in turn, that the state’s infant mortality rate can be reduced.
We’ve partnered with My Healthy Baby, Cradle Indy, Indiana Diaper Bank and Moms Helpline in these efforts. We’re honored to add another organization contributing to this important work to our lineup.
Building Awareness
Goodwill of Central and Southern Indiana’s Nurse-Family Partnership (NFP) provides first-time mothers with a registered nurse who, through home visiting sessions, offers moms professional guidance and support. Nurses work with moms throughout pregnancy and up to two years after their babies are born.
We’d already worked with Goodwill on various other marketing efforts, including recruiting nurses to work with NFP. In 2023, we began an awareness campaign to help spread the word about the expansion of its services into new counties in the state and remind moms-to-be of its services in existing counties.
Capturing a Brand
Goodwill NFP needed new photography to better express the warmth, expertise, and support that it offers. They’d been working with a limited number of photos, all taken inside the Goodwill office, that were poorly lit and didn’t accurately portray the brand, the Goodwill NFP experience, or the relationships that form between nurse, mother, and child.
With this in mind, we set out to cast our shoot, looking to represent moms and babies of various ages and ethnicities. Our client was involved in the process of casting and location scouting for our shoot.
In late 2023, our team, alongside our producer partners, traveled to several houses in the Indianapolis area where we styled and photographed our mom and baby pairs. The new photography plays an integral role in the new campaign as it’s incorporated across all deliverables.
The awareness campaign is launching in the market this month and will include digital ads and streaming audio spots. How did the campaign turn out? Time will tell! This post will be updated as we begin to receive performance results.
