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Capturing the Goodwill Nurse-Family Partnership Brand

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. 

Telling a Story

Goodwill NFP needed new photography to better express the warmth, expertise, and support that the program offers. The photos in their existing library were limited in quantity and in the storytelling they provided of the Goodwill NFP experience. They didn't adequately depict the interactions and relationships that form between nurse, mother, and child.

With this in mind, we cast the new photography to include moms and babies of various ages and ethnicities. The client worked collaboratively with us throughout casting and location scouting.

In late 2023, our team and photographer Drew Endicott traveled to several homes in Indianapolis where we photographed our mom and nurse pairs. The new photography plays an integral role in the latest 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. 

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