First 5 San Diego

  • Communicator Award
  • MarCom Award
  • Telly Award
  • Webby Award

Ninety percent of a child's brain develops before the age of five. First 5 San Diego knows this fact well, and for the past 8 years MJE Marketing has joined in the mission of promoting the healthy development of children ages 0 to 5.

MJE crafted the “Healthy Start” educational campaign to get the message out in many ways: in-store, online, out-of-home, broadcast and through public relations and social media. A strategic partnership with Vons supermarkets allowed First 5 San Diego to give away branded reusable grocery bags and fliers to serve as a healthy eating reminder to customers. Vons promoted healthy foods in store by putting a First 5-approved Healthy Seal on healthy food selections. The in-store component was complemented by a paid media campaign utilizing billboards in key locations, and television and radio ads in English and Spanish.


  • The campaign resulted in an increase in awareness of First 5 San Diego’s healthy eating initiative and drove 3,300 San Diego families to call 1-800-5 FIRST 5
  • New visitors to the website increased 70 percent, averaging 12,000 page views per month and 3,000 new visitors each month
  • Facebook likes increased by 239 percent

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