What’s in a Name? Plenty.

The program itself does not meet directly with pregnant women and their families. Instead, it connects them to organizations in a pregnant woman's own community that can provide free support and guidance throughout pregnancy and the first year of baby’s life. Meeting in their homes or a public space, the pregnant women can rely on their family support providers for answers to questions about nutrition, childcare, transportation, safety, and more.

The working name of the program was Indiana’s OB Navigator Initiative, a name that online focus groups confirmed did not resonate with Indiana families. We came up with scores of names, whittling down to a handful to test. After analyzing results, we concluded that families universally want one thing: a healthy baby. And the new name was, shall we say, born.

Bringing the Brand to Life

My Healthy Baby’s goal is to connect Indiana families and local family support providers. In the organization’s logo, the bonds of that connection are represented by three diaper pins clasped together in the gender-neutral colors popular in today’s nursery and infant clothing lines. Look closely, and you’ll also notice the diaper pins make a lower-case “h,” representing the “healthy” part of the name. It’s grounded by the straightforward descriptor: “Connecting Indiana Families to Pregnancy & Infant Support.”

A Pandemic-Friendly Ad Campaign

Our ad campaign launch included 15-second online videos, display and social ads, as well as outdoor billboards. Mask mandates in place at the time of production meant we needed to capture both masked and unmasked versions of people in video and photography for future use. The combination of branded photography and illustration leant the campaign  versatility and continues to help My Healthy Baby stand out in a market saturated with photos of pregnant women and their families.

Leading to a Landing Page

All the campaign tactics lead people to a custom landing page that more fully explains the My Healthy Baby program. Women are encouraged to complete a simple form so that My Healthy Baby can call them to make a referral. Of course, they can also get some questions answered in the FAQs section — check it out for the fun opening and closing diaper pins.

A Campaign That Continues to Grow

As noted earlier, the campaign launched in 22 Indiana counties in October of 2020. Since then, the campaign has expanded to all 92 Indiana counties, more than 6,000 leads have been generated, and nearly 900 Indiana mothers have been connected with local services through My Healthy Baby. Of all the successful campaign results Williams Randall gets for clients, this just may be the most rewarding.