To: Martin L. Cousineau, Finance Committee Chairperson
From: Michelle Estell, RS, MSA, Acting Health Officer
title
RE: Olmsted Associates, Inc. and WIC and Breastfeeding Advertising
recommendation
BOARD ACTION REQUESTED:
Approval for Olmsted Associates, Inc. to provide an advertising campaign to raise awareness and increase enrollment in Women, Infants and Children (WIC) and Breastfeeding Services in accordance with grant requirements.
BACKGROUND:
To fulfill grant requirements, Olmsted Associates, Inc. has been working with the WIC program since 2021 to promote health, increase nutrition and breastfeeding services to Genesee County residents. For continuity, we would like to build on past campaigns created by Olmsted Associates, Inc. to create revised and new messages to promote WIC and Breastfeeding Services. To view previously created advertisement please visit: The Smile Club - Genesee County Health Department (youtube.com) <https://www.youtube.com/watch?v=JtSx6LX5_A4> or https://www.youtube.com/watch?v=kR2juh7kU0g
DISCUSSION:
Part of grant funding requirements is to advertise WIC and Breastfeeding Services to Genesee County Residents. The WIC program enters its 50th year of providing healthy food, nutrition education, breastfeeding support and referrals to pregnant women, infants, and children under age five. Advertising is a powerful tool to promote health by informing, educating, motivating, and inspiring individuals to make positive choices for themselves and their communities. WIC services are instrumental in promoting nutrition, breastfeeding and referrals to other resources thereby reducing health care costs strengthening family bonds and contributing to overall public health. Building on previous creative material helps with continuity and provides cost savings.
IMPACT ON HUMAN RESOURCES:
Existing staff coordinate this grant so there is no impact on Human Resources
IMPACT ON BUDGET:
As part of the grant requirements, this expenditure is budgeted as follows: $15,000 in account 2210-608.02.900.014, $5,000 in account 2210-608.01.900.014, $45,000 in account 2210-608.03.801.000 and $10,000 in account 2210-608.03.900.014.
IMPACT ON FACILITIES:
There are no impact on facilities as the campaign in digital.
IMPACT ON TECHNOLOGY:
Existing technology will be used to disseminate this advertising so there is no impact on technology.
CONFORMITY TO COUNTY PRIORITIES:
WIC services directly contribute to making our community healthy, livable, and safe as pregnant women and children under age 5 are provided healthy food, nutrition counseling, breastfeeding support, and referrals to other community resources. These services help to avert a range of health problems thereby reducing future costly medical interventions and treatments. WIC staff coordinate with numerous community organizations including schools, local food banks, doctors and more supporting a culture of collaboration.
resolution
TO THE HONORABLE CHAIRPERSON AND MEMBERS OF THE GENESEE COUNTY BOARD OF COMMISSIONERS, GENESEE COUNTY, MICHIGAN
LADIES AND GENTLEMEN:
BE IT RESOLVED, by this Board of County Commissioners of Genesee County, Michigan, that the request by the Acting Health Officer to authorize a Purchase Order to Olmsted Associates, Inc., in a total amount not to exceed $75,000.00 ($15,000 to be paid from account 2210-608.02.900.014, $5,000 to be paid from account 2210-608.01.900.014, $45,000 to be paid from account 2210-608.03.801.000, and $10,000 to be paid from account 2210-608.03.900.014) with no county appropriation, to purchase an advertising campaign for the WIC (Women, Infants and Children) Program and Breastfeeding Services, is approved (a copy of the memorandum request dated March 6, 2024, being on file with the official records of the April 17, 2024 meeting of the Human Services Committee of this Board).