This health department needed to take decisive action in the fight against infant mortality, especially among African-Americans and Hispanics. Target audience research found awareness of county programs was low. Produced in English and Spanish, the “It’s All About You” campaign featured a memorable logo and stunning custom photography of loving parents with healthy babies. Using print, outdoor and collateral components, the message stressed that parents must avoid smoking, drugs and alcohol, and encouraged medical checkups. To kick off the three-year, multi-tiered campaign, Herrmann organized a successful press conference with agency personnel and state officials in attendance.