Massachusetts Women, Infants, & Children Nutrition Program, also known as MassWIC, is a nutrition program that provides healthy foods, nutrition education, breastfeeding support, and referrals to healthcare and other services, free of charge, to Massachusetts families who qualify.
MassWIC partnered with Nextdoor to raise awareness of this program for Massachusetts neighbors in need and to drive applications for those qualified so they can get the support & services they need.
Every neighbor on Nextdoor is verified, ensuring that MassWIC would reach real neighbors who currently live in Massachusetts. By layering on additional targeting, such as income and parents, they were able to reach their exact target audience efficiently and effectively, at scale.