NWA’s Efforts to Recruit and Retain WIC Participants

The WIC program is facing caseload declines across the country. WIC participation has fallen from a high of 9.2 million participants in 2010 to a current participation level of around 7 million participants. We know that many factors contribute to caseload declines, including an improving economy and declining birthrates, which are outside WIC’s control. However, we also know that some factors leading to declining caseloads are within WIC’s control. These include, but are not limited to: lack of awareness or understanding of WIC; negative perceptions of WIC; lack of referrals to WIC; barriers to applying for WIC; transportation issues; and difficulties with the WIC shopping experience and clinic experience. With this in mind, NWA is engaged in a number of national initiatives aimed at supporting our members in their efforts to tackle these issues…”