Making WIC Work for Multicultural Communities - Food Research ...

on limiting juice consumption. One side is printed in English and the other in Spanish.
• Yet another California WIC outreach material is a half-page flyer providing information about WIC
benefits, services, and income eligibility guidelines, as well as nutrition tips about healthy snacks.
• The WIC program also produced a limited number of English and Spanish WIC posters for
organizations serving low-income families, as a well as materials for health care providers. The
clinician outreach packet included a WIC fact sheet and referral guide, including a rolodex card
with the State Agency’s number and website.
• The California WIC program also distributes incentive items during conference exhibits and health
fairs.
1-888-WIC-WORKS
All outreach materials include the number for
the California WIC automated phone line, 1-
888-WIC-WORKS, which is a critical
component of the State Agency’s outreach
campaign. The hotline provides callers with
information about the nearest WIC clinic, WIC
benefits, and access to other services (health
care, schools etc.) in five languages: English,
Spanish, Vietnamese, Hmong, and Chinese.
Outreach Strategy
The California WIC program reaches potential
participants by collaborating with other social
services agencies that serve WIC eligible
families. For instance, the State Agency
conducts outreach to MediCal (Medicaid) enrollees and provides outreach materials free of charge to child
care providers, Head Start, food banks, and health care providers, among others. The State Agency also
partners with social services agencies through efforts such as mailing outreach letters to local MediCal
and Food Stamp Program directors. Another important outreach strategy is using geo-mapping software
in order to identify underserved areas throughout the state.
In addition, California WIC also attends state and local events and promotes WIC in the media:
• Attending Conferences and Other Community Events
At the state level, California WIC attends large conferences where they can staff an exhibit about
the WIC program. They specifically target conferences hosted by organizations that serve the
WIC population, including the American Academy of Pediatrics, the California Department of
Education, the American Academy of Nurse Practitioners, and the California School Nurses
Association. Local agency staff members help with state conference exhibits and also attend
local health fairs in their area.
In an effort to improve outreach to African Americans, who are an underserved population in
California, the State Agency attends conferences and events such as the National Association for
the Advancement of Colored People (NAACP) Annual State Conference in Los Angeles and the
Annual Black Expo in Sacramento.
Making WIC Work for Multicultural Communities: Best Practices in Outreach and Nutrition Education 8