York Region Public Health: The Baby Friendly Initiative
York Region had determined that only a small minority of pregnant families were using the resources it offers to develop healthy pregnancies. The ultimate creative strategy utilized captivating, emotionally charged imagery and copy that included insightful questions that would resonate with new moms. The questions acted as the ad headlines and strategically positioned YRPH as part of the answer. This creative works hard, positioning YRPH as an expert and gently interacting to create a relationship with the members of the audience. The message, imagery and tone of voice is the same on social media (Facebook, Pinterest, Instagram), online with leader boards, pre-rolls and banners, in print, and on Transit, putting YRPH in the spotlight to bolster its awareness and working to solidify its position as the expert on all things babies.