The Women, Infants, and Children program (WIC) is a U.S. federal program that provides supplemental foods, healthcare referrals and nutrition education for low-income pregnant, breastfeeding and non-breastfeeding postpartum women, as well as to infants and children up to 5 years old. 53% of all infants born in the U.S. are serviced by WIC.
Despite the importance of childhood nutrition, 40% of eligible mothers & families are not enrolled in WIC. IDEO.org, the non-profit arm of premier design firm IDEO, set out to improve program enrolment and adherence through human-centered design.
IDEO.org approached TDL for support in identifying behavioral barriers to participation in WIC, and to help integrate behavioral science principles into their solutions.