Texas Department of State Health Services Expands Infant Wellness Awareness Across Texas
Texas Department of State Health Services sought to reduce infant mortality by increasing awareness of safe sleep practices and breastfeeding support statewide. Outreach Strategists led a bilingual research, marketing, and media campaign designed to educate families, caregivers, healthcare providers, and community partners across Texas.
Educational social media campaign promoting infant safe sleep practices.
Results
8.6 million+ digital impressions
1 million+ video completions
3,502 television ads aired across 15 English- and Spanish-language stations
Approximately 4,000 radio spots placed across 15 stations statewide
360,000+ Meta platform engagements with a 1.14% click-through rate
Delivered a 76-page strategic research report informing long-term statewide outreach efforts
Named a finalist in the Healthcare Marketing category for PR Daily Social Media and Digital Awards.
Bilingual educational print materials providing safe sleep and breastfeeding resources.
Campaign photography highlighting safe sleep environments for infant wellness education.
Strategy
Conducted statewide landscape research on breastfeeding support and safe infant sleep best practices
Developed bilingual marketing strategy grounded in public health data and audience targeting
Produced culturally relevant creative content, video, and translated materials
Executed integrated media buys across programmatic, OTT, TV, radio, and Meta platforms
Used geo-targeted outreach focused on high-risk communities across Texas
Impact
Expanded access to life-saving infant wellness education, promoted health equity, and strengthened public awareness of breastfeeding and safe sleep practices across Texas.
Branding
Marketing
Research
Video
Educational video promoting safe sleep planning for new parents and caregivers.
