Walmart's Life With Baby Campaign
Thousands of Pregnant Employees Supported
The Communications Group partnered with Walmart to launch an educational campaign that improved prenatal care and positive birth outcomes. This initiative included health risk assessments, trimester-specific care packages, and comprehensive prenatal and infant care books, significantly enhancing support for pregnant employees.
History
As the world's largest employer, Walmart prides itself on fostering a strong culture and deep employee loyalty. However, a deep dive into their employee health data revealed a concerning trend: despite access to quality health insurance, prenatal care was declining, and negative birth outcomes were on the rise among pregnant employees. Faced with this challenge, Walmart sought to create an impactful educational campaign to improve prenatal care and health outcomes for their pregnant workforce.
The Challenge
Walmart's Life With Baby campaign aimed to provide valuable resources and information to new parents, helping them navigate the challenges of parenthood. The campaign sought to create a supportive community where parents could find helpful tips, product recommendations, and emotional support.
Despite having a wealth of resources, Walmart faced the challenge of low engagement with their Life With Baby campaign. The content was not reaching the intended audience effectively, and the existing social media strategy lacked the necessary impact to create meaningful connections with new parents. The primary goal was clear: increase prenatal care and positive birth outcomes among Walmart’s female employees of childbearing age.
The Solution
The Communications Group was brought on board to design a comprehensive education and outreach campaign. This initiative aimed to reach all female employees of childbearing age, encouraging them to take a health risk assessment through Walmart’s health insurance partner. The campaign was meticulously crafted to ensure it was engaging, informative, and supportive.
The strategy involved several key components:
Health Risk Assessment: The campaign encouraged pregnant employees, or those planning to start a family, to complete a health risk assessment.
Educational Materials: ComGroup produced a series of educational materials, including the Life with Baby prenatal book, which was distributed to each pregnant employee.
Care Packages: Each trimester, employees received care packages filled with essential items and information to support their prenatal journey.
Postnatal Support: Following the birth of their baby, employees were given the Life with Baby: The First 2 Years book, designed to guide new parents through the early stages of infant and toddler care.
The Results
The revamped Life With Baby campaign successfully enrolled thousands of pregnant employees, who were each paired with a registered nurse health coach for personalized support throughout their pregnancy and up to six weeks postpartum. The books, written, designed, and produced by ComGroup, were available both in print and online, ensuring easy access for all enrolled employees.
By focusing on education and personalized care, the Life with Baby campaign made significant strides in improving prenatal care and positive birth outcomes for Walmart’s employees, reinforcing the company's commitment to the health and well-being of its workforce.
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