National WIC Association: By raising awareness and highlighting WIC as a primary resource for infant feeding education and support, we can empower families and ensure they have the tools and knowledge they need to provide optimal nutrition and care for their infants.
WASHINGTON, D.C. - Today, the National WIC Association (NWA), with generous support from the Robert Wood Johnson Foundation (RWJF), proudly launches the Secret Ingredient Campaign. This media initiative focuses on infant feeding and is designed to empower new parents and encourage confidence, community and agency. Stemming from the infant formula crisis, this campaign centers the diverse infant feeding experiences of families participating in the Special Supplemental Nutrition Program for Women, Infants and Children (WIC).
The Secret Ingredient Campaign aims to dismantle barriers, combat stigmas and alleviate fears, while shining a spotlight on WIC's invaluable resources, comprehensive guidance and vital counseling services.
The following statements are attributed to Dr. Jamila Taylor, President & CEO of the National WIC Association and Kate Franken, Board Chair of the National WIC Association:
“As we continue to navigate the devastating infant formula crisis that left parents across the nation in a state of panic and despair, it is crucial to extend a compassionate and supportive hand to those affected. This crisis not only disrupted the lives of new parents, but it also created deep fear and misinformation within infant feeding spaces. Now, it is our responsibility to apply the lessons we have learned and create a new foundation for meaningful conversations and the dissemination of accurate information about infant feeding. By raising awareness and highlighting WIC as a primary resource for education and support, we can empower families and ensure they have the tools and knowledge they need to provide optimal nutrition and care for their infants. Thank you to the RWJF for entrusting us with the responsibility to tell these stories and ensure that all families have access to the information they need to thrive.” - Dr. Jamila Taylor, President & CEO of NWA
“Through video, social media content, blog posts and print materials, the Secret Ingredient Campaign tells the stories of real WIC caregivers and their infant feeding journeys. By centering their experiences, we can help normalize the struggles, joys and triumphs associated with infant feeding and inspire caregivers to seek support when they need it. We encourage the WIC community to use these tools to connect to all families who may be eligible to receive WIC resources and services. Thank you to the WIC participants and staff for sharing your stories and every Association member who participated in the listening sessions that informed this campaign.” - Kate Franken, Board Chair of NWA
Click here to view the Secret Ingredient Campaign videos.