Case Study – FIT Program

Family Infant Toddler Program
New Mexico Department of Health

Challenge: Educate New Mexico state legislators about the importance of continuing to fund early intervention services. Educate the general public about the availability of services for children age birth to 3 who are at risk for a developmental delay or disability.

Approach: In 1993, CWA Strategic Communications was hired to produce a public awareness campaign to educate legislators and encourage them to pass legislation to continue funding under Part H of the Individuals with Disabilities Education Act (IDEA) initiative. CWA developed branding, formed a statewide coalition to advocate for the legislation, produced a video and a TV special, and more.

Since legislation was passed in 1994, CWA has continued its work with the Family Infant Toddler (FIT) Program, developing and maintaining brand standards, public awareness, program materials and publicity.


  • Legislation for funding for the FIT Program was one of the first pieces of legislation passed into law in the 1994 legislative session.
  • In 2002, the FIT Program served 4,922 children birth to age three; in 2013, the program served 13,478 children and their families and continues to grow.
  • New Mexico serves the highest percentage of children birth to age one in the nation, and the third highest percentage of children birth to age three.

Services: Brand Identity, Creative Services, Advertising, Public Relations, Public Affairs

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