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

and the Leschi choir were featured on the PSA. Two newspaper advertisements, featuring an African
American mother and child and a pregnant African American woman, were developed and placed in local
African American Newspapers. Bus signs were also developed and posted in 126 buses in Pierce County
and 126 buses in King County on routes in African American communities. One bus sign featured a
picture of a pregnant African American woman and the other a preschool aged African American child.
The signs included the ParentHelp123.org web address and the Family Health Hotline number.
Outreach in the Community
The WIC outreach team established and maintained relationships with local African American churches by
making one-on-one phone calls and personal visits. They educated church leaders about WIC services
and eligibility and encourage them to post WIC outreach materials on church bulletin boards. The
churches also put WIC outreach flyers in with their church bulletins. Free materials were provided.
WIC information was also provided at African American health fairs. Small teddy bears and lip gloss with
outreach messages were given out to attract families to the booth.
Project Evaluation
WithinReach provides Washington WIC with a yearly report about the reach of their outreach efforts. WA
WIC has seen a steady increase in African American enrollment since they began their outreach efforts in
2006. From February 2006 to February 2007 there was a 3.5 percent increase in the percent of African
Americans served. During the outreach project, February 2008 to February 2009, African American WIC
participation increased by 9 percent.
Lessons Learned
The brainstorming sessions revealed that when trying to reach African American populations it is
important to develop relationships within the African American community and develop materials and
outreach activities that include targeted messages and culturally appropriate images. It is also imperative
that the outreach efforts are ongoing and involve members of the community, especially African
American churches.
Resources
Washington WIC received a Operational Adjustment Grant for $75,000 from the Western Region United
States Department of Agriculture, Food and Nutrition Service to fund their African American Outreach
Project. In addition, Washington WIC allocated $20,000 for this project.
Languages Used
English
Populations Served
African American
Websites
Washington State WIC Program: http://www.doh.wa.gov/cfh/WIC/default.htm
Contact Information
Kristin Sasseen
Washington State WIC Outreach Coordinator
Washington State Department of Health
PO Box 47886
Olympia, Washington, 98504-7886
(T) 360-236-3633
Kristin.Sasseen@DOH.WA.GOV
Making WIC Work for Multicultural Communities: Best Practices in Outreach and Nutrition Education 23