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Media Toolkit for City of Berkeley WIC-nic Celebration

This media toolkit can be used by members of the media covering the City of Berke​ley’s WIC-nic Celebration​ on August 2, 2024.  Official media assets may be downloaded below.

For specific media inquiry, please ​email Media@cdph.ca.gov.​

Toolkit Contents:

  • ​Background​​​
  • Key Facts​
  • Observances​​
  • Hashta​gs
  • Logos​
  • Testimonials​
  • Photos and Video Content​​

​​Background

During World Breastfeeding Week in August, the California Women, Infants and Children (WIC) program is celebrating the diverse breastfeeding and chestfeeding experiences of families in California communities and the support provided by WIC local agencies. 

For fifty years, the WIC program has helped eligible families get the critical resources they need for a healthy start. WIC provides access to healthy foods, nutrition education, infant feed support, and referrals to health and community services to nearly 1 million participants in California.  

We know WIC works. Participation in WIC increases key nutrients in maternal and child diets and boosts breastfeeding rates, improving the overall health of California families. This includes healthy growth and development, improved birth outcomes, fewer preterm births and low birthweights, and reductions in iron deficiency anemia.  

WIC’s breastfeeding and chestfeeding support services plays an important role in improving health outcomes. This support embraces every family's uniq​ue feeding journey (every drop counts!) and includes access to lactation experts and peer-to-peer counseling in addition to WIC’s personalized food packages and online resources.  

This year marks the 50th anniversary of the WIC program and the 20th anniversary of the Breastfeeding Peer Counseling Program. Both milestones will be honored at the City of Berkeley WIC’s WIC-nic celebration on August 2, 2024. 
​
Families interested in applying to WIC can visit the MyFamily website​ to find out if they are eligible for the program. ā€‹

Key Facts​

WIC serves 6.7 million infants, children, and pregnant and postpartum people, including roughly 40% of all infants in the United States.

WIC offers exceptional infant feeding support, particularly through its Breastfeeding Peer Counseling Program. This program has effectively helped families in achieving their infant feeding objectives over the past two decades. The WIC Breastfeeding Peer Counseling Program is celebrating its 20th anniversary in 2024. 

WIC Breastfeeding Support 
  • Breastfeeding offer numerous health advantages, such as reducing a baby's risk to certain illnesses and infections, providing nutrition for growth and development, and decreasing the risk of specific cancers and diabetes for the birthing parent. 
  • California WIC serves over 87,000 breastfeeding and chestfeeding families per month and has played a pivotal role in helping improve breastfeeding rates since 2010.  
  • WIC breastfeeding and chestfeeding support includes education for family members, guidance for the hospital delivery experience, and issuance of breast pumps. 
  • WIC breastfeeding experts include credentialed International Board-Certified Lactation Consultants, certified lactation educators, and peer counselors. 
WIC Breastfeeding Peer Counseling Program
  • The program uses an evidence-based peer-to-peer model that connects pregnant and postpartum participants with paraprofessional breastfeeding counselors who come from the same neighborhoods and speak the same language as WIC participants.  
  • ​These peer counselors, often current or former WIC participants with personal breastfeeding experiences, provide counseling services that can be in person, in groups, over the phone, via video call, through texting or chatting, and/or during home visits. 
City of Berkeley WIC
  • The City of Berkeley WIC serves as an example of WIC's impact on California communities. 
    • 100% of participants begin breastfeeding or chestfeeding in the first week 
    • 89.84% continue any breastfeeding or chestfeeding at 3 months 
    • 66.66% exclusively breastfeed or chestfeed through 6 months 
    • 50% continue any breastfeeding or chestfeeding through 11 months. 
  • ​The City of Berkeley WIC is making strides towards meeting the breastfeeding and chestfeeding goals set out in Healthy People 2030. This progress is vital in providing significant protection against diseases as well as reducing maternal and child mortality rates. 

Breastfeeding Observances

  • World Breastfeeding Week (August 1-7)
  • Indigenous Milk Medicine Week (August 8-14)
  • AANHPI Breastfeeding Week (August 15-21)
  • Black Breastfeeding Week (August 25-31)
  • Workplace Lactation Week (September 1-7)
  • Lactancia Latina Week (September 3-9)

Hashtags

Breastfeeding Observances Hashtags

  • #NationalBreastfeedingMonth #WorldBreastfeedingWeek #WBW2024 #WICbreastfeeding #WICspeaksBF #BreastfeedingJourney #BreastfeedingSupport 

California WIC Hashtags

  • #CAWIC50, #CaliforniaWIC

Logos​

Below are the official California WIC logo options. The logos should not be modified. When using the logos to create digital materials, do not distort the proportions, use only a portion of a logo, or alter colors or fonts.​​ ā€‹

California WIC logo (Standard)

English:

​WIC logo with tagline, color, english​​
​WIC logo with tagline, black, english
​WIC logo with tagline, gray, english

Spanish:

​WIC logo with tagline, color, spanish​
​WIC logo with tagline, black, spanish
​WIC logo with tagline, gray, spanish

WIC 50th Anniversary Logo

English:

​WIC fiftieth anniversary logo with tagline, color, english
​WIC fiftieth anniversary logo with tagline, black, english​​

Spanish:

​WIC fiftieth anniversary logo with tagline, color, spanish
​WIC fiftieth anniversary logo with tagline, black, spanish

Testimonials (Written and Audio)

California WIC testimonials highlight the positive impact of breastfeeding support services and offer personal insights and real-life experiences from WIC participants and staff. These testimonials are available in written and audio formats. 

Testimonial 1 - WIC participant

ā€œWell, what th​ey did for me here [City of Berkeley WIC], I would pass on. No judgment.  So even if you try breastfeeding and you feel like you've done all that you can and you move over to formula, it doesn't make you a bad mother. […] You're making decisions based on what's best for you and your baby. Give yourself grace. Y'all both are learning each other.ā€ 

- Nilaja, WIC Participant, City of Berkeley WIC

Download Testimonial 1 ​Audio file | Audio Duration: 00:25 seconds​​

Download Testimonial 1 Transcript​​​

​​

Testimonial 2 - WIC participant

ā€œI am super happy that I was placed here. […] You know, back home when you have a baby, everybody [is] your village. So, Berkeley WIC feels like a village.ā€ 

- Nilaja, WIC Participant, City of Berkeley WIC

Download Testimonial 2 Audio file​ | Audio Duration: 00:08 seconds

Download Testimonial 2 Transcript​


Testimonial 3 - WIC participant

ā€œThe classes that I took about what to expect and the whole process about breastfeeding [were] very informative [and] relaxed my mind because it's my first, and I never knew about colostrum and liquid gold and all the benefits. I knew I was going to breastfeed, but I feel like from the class, it made me persist longer.ā€

- Nilaja, WIC Participant, City of Berkeley WIC

Download Testimonial 3 Audio file​ | Audio Duration: 00:27 seconds

Download Testimonial 3 Transcript

Testimonial 4 - WIC participant

ā€œThey've [WIC] been really accessible by phone and appointment a lot quicker than normal doctor appointments. So that's been very nice [to] have someone available on text and phone and more availability for appointments and it's closer to where I live, too, so it’s great.ā€

- Darla, WIC Participant, City of Berkeley WIC

Download Testimonial 4 Audio file​ | Audio Duration: 00:17 seconds​

Download Testimonial 4 Transcript


Testimonial 5 - WIC staff

ā€œOur WIC program is here to support women in any way that they choose to feed their babies, whether that be formula feeding or breastfeeding. ​We want to provide that education and that support to women so that they can feed their babies in the safest way possible.ā€

- Angelica Sanchez Garcia, WIC Staff, City of Berkeley WIC

Download Testimonial 5 Audio file​ | Audio Duration: 00:18 seconds

Download Testimonial 5 Transcript


​Testimonial 6 - WIC staff

ā€œOur team here at [the] City of Berkeley WIC is a small and mighty team. All of our staff have received a lot of training and education with breastfeeding, and they're all very passionate about helping to support our families to meet their breastfeeding goals. Whether it's our WNAs [WIC Nutrition Assistants], our director, myself as a dietitian, our Breastfeeding Peer Counselor, and our lactation consultant, we're all very supportive of women and their families and just helping them to meet their breastfeeding goals.ā€ 

- Angelica Sanchez Garcia, City of Berkeley WIC Staff

Download Testimonial 6 Audio file​ | Audio Duration: 00:36 seconds

Download Testimonial 6 Transcript

​

Testimonial 7 - WIC staff

ā€œI know that breastfeeding is giving our families and our children and the next generation the healthiest start possible. So, whenever I'm able to really support women to be able to breastfeed their children, I get really excited about that because I feel like that's laying down the foundation for them to have a healthier start in life and for the future, too.ā€

- Angelica Sanchez Garcia, City of Berkeley WIC Staff

Download Testimonial 7 Audio file​ | Audio Duration: 00:22 seconds

Download Testimonial 7 Transcript


Testimonial 8 - WIC staff

ā€œOur WIC program is a wonderful source of support. We're here to really, support moms. We have Breastfeeding Peer Counselors, we have our lactation support, and all our staff are trained in being able to help women with any kind of breastfeeding issues. We also have a breast pump program, so we loan out breast pumps should y​ou need a pump. We really want to help all women feed their babies in any way that they choose to. If you need that extra help and support with breastfeeding, we're here to help and support you. So please call us; we're here to support all families.ā€ 

- Angelica Sanchez Garcia, City of Berkeley WIC Staff

Download Testimonial 8 Audio file​ | Audio Duration: ā€‹00:32 seconds

Download Testimonial 8 Transcript

Photos and Video Content

California WIC photos and videos are essential tools for promoting breastfeeding support. Featuring real WIC participants and staff, these visuals highlight the positive impact of WIC's services. Use them in media projects and presentations to showcase the benefits and resources available.  ā€‹ā€‹ā€‹ā€‹

Photos

To use associated high-resolution images, click on the ā€œDownload Image" button to enlarge the image, then right click and "Save As." 

WIC Staff​

​Remote counseling appointment at City of Berkeley WIC.

Image description:
Remote counseling appointment at
City of Berkeley WIC.

Image size: 7.24 MB

Download Ima​ge

City of Berkeley WIC staff reviewing participant information.

Image description:
City of Berkeley WIC staff reviewing participant information.

Image size: 5.27 MB

Download Image

WIC Environment

Entrance to City of Berkeley WIC office.​

Image description:
Entrance to City of Berkeley WIC office.​

Image size: 3.64 MB

Download Image

Outside the lactation consultation room at City of Berkeley WIC.​

Image description:
Outside the lactation consultation room at City of Berkeley WIC.​​
Image size: 2.76 MB​

Download Image​​

WIC Counseling​​

Prenatal appointment with pregnant mom and WIC counselor ​​

Image description:
Prenatal appointment with pregnant mom and WIC
counselor at City of Berkeley WIC.

Image size: 6.20 MB

Download ​​Image​

Breastfeeding counseling appointment at City of​ Berkeley WIC.​​

Image description:
Breastfeeding counseling appointment at City of​
Berkeley WIC.​​​​

Image size: 1.69 MB

Download Image​
​

Mom speaking with lactation consultant

Image description:
Mom speaking with lactation consultant during
breastfeeding counseling appointment at City of
Berkeley WIC.​

Image size: 3.63 MB

Download Image​
​

WIC Participants​​

Baby in mom's lap​​

Image description:
Baby sitting on mom’s lap during WIC​
breastfeeding counseling appointment at City of
Berkeley WIC.

Image size: 4.17 MB

Download Image​

Baby sleeping in mother's arms

Image description:
Baby sleeping in mother’s arms during WIC​
breastfeeding counseling appointment at City of
Berkeley WIC.​​​​

Image size: 5.53 MB

Download Image​
​

WIC staff holding baby

Image description:
WIC staff holding baby during WIC breastfeeding
counseling appointment.​​

Image size: 2.58 MB​​

Download Image​

Mom breastfeeding during WIC counseling appointment

Image description:
Mom breastfeeding during WIC breastfeeding​​
counseling appointment at City of Berkeley WIC​.

Image size: 6.62 MB

D​ownload Image

B-Reel (No Sound) ​and Interview Clips

To use associated video clips, click on the ā€œDownload Video" button to select your chosen video file. All video files are available in standard full high definition 1080p resolution. ā€‹ā€‹ā€‹ā€‹

WIC Counseling and Participants

B-Reel Clip 1 (No Sound)Mom feeding baby during counseling appointment​​

B-Reel​​ Clip 1​​ Duration: 00:20 seconds

Download Video​

B-Reel Clip 2 (No Sound)WIC participant during counseling appointment

B-Reel Clip 2​ Duration: 00:36 seconds 

Downlo​ad ​Video​
​

B-Reel Clip 3 (No Sound)Baby in a car seat

B-Reel Clip 3 Duration: 00:39 seconds​​
​

Download Video​

Interview Clip 1​WIC participant

Interview Clip 1 ā€‹Duration: 00:20 seconds​​
Download ​​Interview Clip 1 Transcript​

D​own​​load Vid​eo
​

WIC Staff​

B-Reel Clip 4​WIC staff on the phone

B-Reel​ Clip 4 Duration: 00:27 seconds​
Download B-Reel​​ Clip 4 Transcript

Download ​Video

Interview Clip 2WIC staff at a desk

Interview​ Clip 2 Duration: 00:42 seconds
Download Intervie​​w Clip 2 Transcript​​​

Down​l​​oad Video ​​​​​​
Page Last Updated : August 1, 2024
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