Baby & Me Tobacco Free

BABY & ME Tobacco Free is a corporate organization based in Youngstown, New York that supplies an evidence-based smoking cessation program to non-profit and state-run health agencies across the U.S. The organization’s goal is to teach their method to these organizations who then implement the program to aid thousands of pregnant, low-income women quit smoking and stay quit to ensure healthy babies are born on time.

Planning/Content

BABY & ME – Tobacco Free is a corporate organization based in Youngstown, New York that supplies an evidence-based smoking cessation program to non-profit and state-run health agencies across the U.S. The organization’s goal is to teach their method to these organizations who then implement the program to aid thousands of pregnant, low-income women quit smoking and stay quit to ensure healthy babies are born on time.

Since 2003, BABY & ME – Tobacco Free has provided facilitator training to more than 33 agencies and non-profit organizations across 11 states including Colorado, Illinois, Indiana, Louisiana, Nebraska, New York, North Dakota, Ohio, Oregon, Oklahoma, and Tennessee. The program has a high and consistent 60% quit rate at 6-months postpartum and has serviced more than 5,200 women.

The program has seen great success since its inception, but to continue positive growth, BABY & ME – Tobacco Free needed to find a way to communicate its offerings and recent success to potential agencies and non-profits during pitch meetings. The organization turned to Tipping Point to create something that would make it easy to share this information with those potential partners.

First, our team conducted a comprehensive communications audit, compiling and reviewing all existing marketing materials for BABY & ME – Tobacco Free. In doing so we realized that there was no consistent messaging in any of their existing materials nor was there anything that had all of the information about the program in one easy-to-understand and comprehensive document.

As a result, Tipping Point recommended the development of an informational, tri-fold, 5.25 X 5.25 brochure. This print piece would enable BABY & ME to communicate all the necessary information in a fun, clean leave-behind that wouldn’t be overwhelming to the reader.

Tipping Point managed the design, copy, and printing of this attractive brochure that was distributed to all current BABY & ME agencies and was utilized in encouraging new organizations to sign up throughout the year.

Assessment/Results

Upon completion, 5,000 copies of the brochure were printed and shipped across the country. To the organization’s surprise, the brochure became immensely popular and highly requested. Agencies used them as hand-outs for pregnant women inquiring at the agencies about the BABY & ME program.

The brochure was so successful that one month after the brochures were distributed, the state of Indiana requested that we create an additional version of brochure with copy and data more specific for their target audiences. The brochures were to be used as mailers to encourage mothers in the state to visit an agency to sign up for the BABY & ME program. Upon completion, 5,000 copies of the updated brochure were then distributed to the state for dissemination among their seven state agencies.

BABY & ME also saw an opportunity to use the brochure to encourage National Program Partners to support the $25 diaper vouchers that are given to women every month for six months after successfully completing the program. Tipping Point updated the brochure to include further information about this opportunity so they could share it with interested companies.

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