In order to engage soon-to-be moms and connect them to OhioHealth resources and its community, EMS, in partnership with OhioHealth developed the “Message to Moms” Campaign to maximize their existing sponsorship with the Columbus Mommy Mile 5k/1mile run/walk.
Tying together the themes of “Celebration” and “Birth of a Mom” in two ways: (1) becoming a new mother and (2) the birth of her child, the “Message to Moms” campaign provided an opportunity for moms, dads and kids to write words of encouragement and advice to the new parents, or a drawing to a baby, on a branded 5” x 7” card. To engage and entertain children, two kid-sized tables were placed in front of the display with crayons and the space to allow them to create their own message to a new baby. To complete the campaign, EMS developed a giant 6’ x 8’ greeting card where families could pin their message and drawings to new moms for a greater visual impact. Participants who pinned a message received an OhioHealth branded drawstring bag that included an informational card directing them to a PINTEREST page full of resources of value to new moms. Engaging Brand Ambassadors assisted with communicating the concept to race participants and encouraging them to write a message.
Post-event, the cards created were distributed to new moms and babies at various OhioHealth labor and delivery units. New mothers were encouraged to share the message they received with their social network.